New-look Mercedes magazine hits showrooms

"After two years of producing a newsletter we wanted to upgrade to a glossy magazine using the same ethos as a new worldwide Mercedes publication but with content dedicated to the Middle East region," said Nicholas Speeks, President and CEO, DaimlerChrysler Middle East. "Our new magazine is also part of a range of customer-focused programs that we hope will increase the ownership experience and help our customers enjoy being part of the Mercedes-Benz family."

Produced in-house at DaimlerChrysler Middle East headquarters in Dubai in conjunction with Dubai-based B Marketing, the first edition of the bi-lingual magazine gives information on new models, regional news from Mercedes-Benz general distributors and car tips. It also includes features from an insight into the state-of-the-art Mercedes-Benz SLR McLaren Technology Centre in the UK to the inside story of a 17-year trip around the world in a G-Wagen.

Distribution is through Mercedes-Benz general distributors directly to customers and prospects.

The launch edition of the tri-annual magazine received advertising support from leading luxury brands such as Mastercard, Bang & Olufsen, Nokia and Sixt and there are plans for the next edition to include special customer offers.

"Currently we have no plans to put the magazine on newsstands as we want to keep it as an exclusive product," said Mercedes Car Group Marketing Manager and executive editor Ashraf Tamim.