Opinion: Taking a leaf out of the new Mercedes S-Class launch

‘Inspired by 1.4 billion dreams’ was the tagline for a new car launch I saw recently. ‘A billion hearts’ was the line for another. If I had a rupee each time I’ve read a line like this, I would be a billionaire! I’m overstating, yes, but I’m sure you’ve seen these lines too. New launches for a car, bike, television, movie, new road, even mega events; they’re always hyped up to be something that a billion-plus Indians have been yearning for. 

It’s really quite cringe. A quarter of our population is simply too busy trying to make a living and honestly doesn’t even know of this product or event’s existence, while another huge chunk, I’m sure, doesn’t really care about it at all. Yet our marketers overhype things, and it’s the same with events, too. Events are dragged on over teasers, first looks, track drives, road tests, price reveals et al. Sure, it’s important to maximise your brand, but we’re oversaturating things. The hyperbole in all the statements is mind numbing. Even a new car and brand name is called iconic! And the presentations talk a whole lot about the ‘customer’, how he/she is sophisticated, classy, intelligent, self-motivated, etc. No matter the product, it turns out the customer is always the same – God’s perfect creation.  

Last month, I attended the launch of the updated Mercedes-Benz S-Class in Stuttgart, Germany, and boy, what a launch that was. We would do well to take a leaf out of that book. For one, it was the unveil and the price announcement together – not something we see here often. Then there was the event’s composition – perfectly matched with the car’s classy character. It was held at the Mercedes museum and began with a brief address by the CEO and a parade of previous generations with hologram projections of some of their illustrious customers seated inside, like John Lennon and Muhammed Ali. 

No one was waxing eloquent about the car’s rich heritage and the calibre of its customers; just a classy event driving home that point. Take the presentation of the brand ambassador – no speech about how the new S-Class perfectly aligns with his character and all. But during the parade, instead of a hologram, Roger Federer simply rolled in with his S-Class. All of this, of course, happened to live ethereal music by a chamber orchestra, followed by Sam Smith, who performed later that night. So that’s really what impressed me about this whole event. There was none of the hyperbole; it was short and to the point, it stuck to the brand’s core character, and the event did all the talking. That is how you launch an icon.