Expanding its customer engagement activity, Mercedes held the Mumbai edition of its LuxeDrive on April 11 and 12, in Thane. The event was designed to provide Merc owners and prospective buyers a chance to experience the luxury offered by the cars. After Chandigarh, Gurgaon, Jaipur and Surat, this was the first LuxeDrive in Mumbai.
At the LuxeDrive, guests got to drive Mercedes’ latest cars, or get taxi drives in them, on carefully designed test tracks. Apart from this, celebrity chef Vikas Khanna was present to whip up exotic dishes and offer culinary expertise to those interested. Visitors could also shop for apparel, accessories and merchandise.
The LuxeDrive helps customers to get to know the brand better, and also allows the carmaker to establish a more personal connect with them in a relaxing environment.
At the start of the year, Mercedes announced a comprehensive strategy to solidify its stand in the Indian luxury market. Part of that plan dealt with focus on brand experiences; the LuxeDrive is precisely the program that allows Mercedes to constantly work on providing a good brand experience.