Business

Saturday March 28, 2009

F1 – a boost for Mercedes-Benz

By EUGENE MAHALINGAM


BEING associated with Formula One (F1), the pinnacle of motorsports, certainly has its benefits.

For Mercedes-Benz Malaysia Sdn Bhd (MBM), the prestige, glamour and lifestyle associated with F1 make it a fantastic platform to leverage its brand, says vice-president for passenger cars, sales and marketing Florian Mueller.

“Being associated with F1 is a great way to complement our position as a leading automotive brand,” he tells StarBizWeek.

Mueller points out that F1 provides a great opportunity for Mercedes-Benz to showcase the latest state-of-the-art technology in its road cars.

A prime example is the Mercedes-Benz SLR McLaren roadster, which uses carbon-fibre-reinforced plastics (CFRP) for its monocoque (passenger cell), the same material used in a conventional F1 race car.

Mueller says that because carbon-fibre reinforced materials are able to sustain impact many times higher than that of steel or aluminium, the CFRP body within the SLR provides exemplary levels of safety to its occupants in the event of a high-speed collision.

“The high-tech materials used in F1 offers those travelling in the SLR a standard of safety that is unmatched in the realm of super-sports cars,” he says.

The German car manufacturer’s association with F1 is through its Britain-based F1 engine manufacturer Mercedes-Benz High Performance Engines Ltd, which supplies the engines to the McLaren F1 team.

With the 2009 F1 season fast approaching and Malaysia hosting the second round from April 3 to 5, fans and customers of the Mercedes-Benz marquee know that they will have plenty to look forward to, as MBM has numerous activities and promotions around that time.

Mueller says the F1-related events not only provide value-added offerings to its customers but also help to boost brand image, awareness and loyalty.

One event that it has on a yearly basis is its Vodafone McLaren Mercedes party. The highlight of the night is that guests at the party will have the opportunity to rub shoulders with the Vodafone McLaren Mercedes-Benz F1 drivers themselves.

Only those who purchase Mercedes-Benz vehicles during a stipulated period would receive exclusive passes to the party, which will take place on April 4.

“These buyers will also be entitled to enter a lucky draw and stand to win paddock passes which include a chance to visit the Vodafone McLaren Mercedes pit lanes.

“This is a once-in-a-lifetime experience and we are very excited that we are able to do this for our customers,” Mueller says.

“Other prizes include F1 grandstand tickets, Mercedes-Benz Motorsport merchandise and passes to the Mercedes-Benz Stylo Fashion Night.”

MBM will be the presenting sponsor for the Mercedes-Benz Stylo Fashion Award Gala this year, a fashion platform to showcase local designs as well as our country in all its beauty and glory in conjunction with F1 Grand Prix.

Like previous years, MBM will also be organising exhibitions at the Sepang International Circuit during the F1 weekend, showcasing some of the hottest cars around. Mercedes-Benz motorsports merchandise and memorabilia are also on hand for purchase, says Mueller.

“F1 is about speed, and displaying our cars at the circuit allows us to showcase the sporty side of Mercedes-Benz,” he says, adding that there would also be a meet-and-greet session with the Vodafone McLaren Mercedes F1 drivers.

MBM also caters to customers and fans who wish to be close to the F1 experience but do not want to travel all the way to the race track. From April 4 to 5, it will be organising its nationwide ‘F1 Openhaus’, or roadshows, at selected showroom outlets across the country.

At the showrooms, there will be live broadcasts of both the qualifying and race itself, a lucky draw and games for kids to participate in. Open to everyone, visitors will also have a chance to test drive some of the cars.

“The Openhaus serves as a means to get potential customers to see and drive the cars. This allows us to attract not only existing customers but also new ones,” Mueller says.

“It also allows people to get close to the Mercedes-Benz brand,” he adds.

Mueller says that while MBM has yet to see any impact on car sales due to the current economic downturn, he says the company is prepared to weather the storm ahead.

“Sales so far have been within expectations. We are prepared for the challenges ahead and being able to overcome challenges is what differentiates the winners from the losers.”

Mueller says MBM intends to maintain its position as Malaysia’s top luxury automotive brand.

He adds that there was no excuse to be in a position other than first place. Quoting McLaren group chairman and chief executive officer Ron Dennis, Mueller says: “There is no celebration when you get second place because second is the first of the losers.”

On another note, Mueller says Malaysia should be seen as more than just another F1 destination.

“Malaysia has a lot to offer. You have great food, the best resorts and lots of sun here. You feel the hospitality the moment you enter the airport!”

The addition of Singapore to the F1 calendar last year has certainly not made it any easier for Malaysia.

“A lot more can be done to promote Malaysia and F1 is a great platform to do it. As long as Malaysia is in F1, we will continue to support it through our F1-related events.”

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