Gargash Enterprises launches all new Mercedes-Benz C-Coupe

The launch was held at the Sheikh Zayed Road showroom, where guests were invited to view the car for the first time. In line with the launch, the winners of the University of Wollongong Dubai marketing students' competition were announced following the final round of presentations on Monday, 26th May 2008.

Initiated in February this year, the project gave students the chance to develop the best product launch campaign for the latest generation of the youth targeted Mercedes-Benz C-Coupe. The students received a full brief along with an allocated budget and in turn, were requested to submit a full proposal on the most effective way to launch the car. Judges of the projects were Gargash Enterprises Management as well as the Marketing Communications course professor, and after much deliberation, it was decided that there would be two winning 'agencies' - Expression and Bullzeye - whose launch ideas and concepts will be combined for real life implementation.

Wassim Derbi, Marketing Manager of Gargash Enterprises, stated "Not only are their ideas out of the box, but they also addresses key marketing and communication objectives. I am not just impressed by the effort they've put in, but also by the way they have presented their concepts. Gargash is an organization that regards education as one of the integral pillars of society and we are so proud to be working with such bright and promising minds."

The project was deemed as a great success from the university faculty's side. Professor and students alike were excited to see each other's launch ideas. Dr. Alun Epps, the MARK333 professor, said "The launch concepts developed by the university students were most impressive. The fact that at the beginning of their marketing careers, the students were able to formulate a full product launch that required thinking outside of the text books and theories is very rewarding for all concerned. The project has benefited both parties involved and the students deserve every success on their chosen vocational paths."

The Sport Coupé's design, technology, and equipment is set to meet the expectations of today's young drivers who look for a dynamic car with an athletic drive, whilst delivering the bench mark for Mercedes-Benz quality standards. Over 1100 components have been specifically developed and enhanced in the new and improved CLC.

With compact body dimensions and muscular lines to emphasize the sporty appearance of the new CLC, the front headlight design is inspired by the C-Class and radiates class and luxury to show the CLC means business. The interior of the new Mercedes-Benz CLC is custom-fit and comfortable. Sports seats with better lateral support than ever, a three-spoke multifunction steering wheel, automatic climate control and brushed aluminum trim elements form part of the standard specification.

Remaining true to its trademark in innovative design, Mercedes-Benz has added a real sporting flair in the CLC, including exclusive engineering masterworks and extras such as 18-inch light-alloy wheels, wide-base tyres, headlamps with black inner surrounds, sports suspension with lowered body, leather sports steering wheel and dark brushed aluminum trim elements. The standard specification for the sports package includes a new direct-
steer system, which further enhances the agile driving experience of the CLC while adding an important boost to safety. This new feature is based on the speed sensitive power steering and also offers a variable rack ratio which changes as a function of the steering angle so that the driver only has to turn the wheel slightly when cornering; the Sports Coupé therefore responds far more spontaneously to steering commands and offers even sportier handling.

The new CLC comes in four-cylinder and six-cylinder engines with power outputs ranging from 105 kW (143 hp) to 200 kW/272 hp.

The Sports Coupé is one of the most successful models in the Mercedes strategic product initiative. Thanks to its sophisticated design, high-quality equipment and enhanced technology, the new Mercedes-Benz CLC will re-define sports motoring for the youth.