Mercedes-Benz will be transforming the festival hall at the Frankfurt International Motor Show, September 10 to 22, 2013, turning it into a unique Mercedes “Urban Experience”. Taking up thre levels and over 8,000 square meters, Mercedes-Benz will take visitros on a tour through a vibrant urban setting that shows off all aspects of the brand.
Mercedes-Benz 2013 IAA Presentation Stage
At the heart of the excebition is a large presentation stage with LED media screens covering 1200 square metres. This is where you will find the five Mercedes models that will make their world premieres: the GLA, the Concept S-Class Coupé, the S 500 PLUG-IN HYBRID, the S 63 AMG and the smart fourjoy study.
Mercedes S-Class Coupe
“Under the leitmotif ‘Fascination Mercedes’ we are presenting the modern, attractive and dynamic face of the Mercedes-Benz brand in an impressive high-tech setting in the Festival Hall which will delight our visitors. On their tour of our exhibition they will discover fascinating vehicles featuring innovative technologies in trendy scenarios, on large-format LED panels and on a host of interactive exhibits. The Frankfurt International Motor Show is the highlight of our show appearances in 2013 – our home event, as it were”, explains Andreas von Wallfeld, Head of Shows, Exhibitions and Events Mercedes-Benz Cars.
Mercedes-Benz 2013 IAA Exhibition Hall
The exhibition: a colorful trip through the Mercedes world
After entering the Festival Hall and catching a first glance of the impressive multimedia scenario, visitors are transported via two escalators to level 2 at a height of 13 metres. From here, the guided tour of some 600 metres in length leads through a terraced structure down to level 1 and the ground floor. Around 70 exhibited vehicles, numerous presentations of special topics and interactive exhibits offer the visitor infotainment with substance. Engineers, designers, product experts and sales personnel are on hand to discuss innovations for safe, sustainable and individual mobility.
The exhibition begins with the most recent models from Mercedes-Benz. The CLA, A- and B-Class are on show along with the GLA, which reinterprets the compact SUV segment in impressive style. The visitor then enters the Mercedes-Benz world of BlueEFFICIENCY. Here the spotlight is on the topics of electric drive, natural gas drive and new mobility concepts. The B-Class Electric Drive, whose appearance at the Frankfurt International Motor Show marks its European premiere, and the drivetrain of the SLS AMG Coupé Electric Drive showcase the expertise of Mercedes-Benz and Mercedes-AMG in the field of local emission-free mobility. With the smart fortwo electric drive as an ambassador for car2go, Daimler AG is also demonstrating its competence in the development and marketing of cutting-edge, alternative mobility concepts.
Mercedes-Benz at the 2013 IAA
Passing by the entire range of powerful and economical SUVs, the visitor reaches level 1, whose attractions include the exciting world of design. A spacious room reminiscent of an art gallery embodies the keynotes of Mercedes-Benz’s design philosophy: sensuousness and clarity. This principle is manifested in particular in large-format screens which stand for the two poles – “sensuous” and “clear”.
Visitors then discover the advantages of “Mercedes-Benz Intelligent Drive”. The innovative assistance systems designed to enhance active safety are presented in vivid detail. The S-Class Simulator offers a unique opportunity to experience at first hand how the innovative assistants make the S-Class the safest vehicle in its segment. Visitors can also experience the diverse connectivity options available in a Mercedes-Benz vehicle, courtesy of an authentic set-up presenting the COMAND Online which features on board the S-Class.
On the initiative of Business Innovation, the Daimler lab for creative business ideas, a Berlin artist will act as a so-called “visual recorder” in the area of Daimler Mobility Services, listening to discussions and conversations and capturing the essence of what is said in drawings to be produced live on a car2go vehicle.
The Mercedes-Benz Accessories stand centres around a Mercedes-Benz CLA 200 which has been fitted with Mercedes-Benz Sport Equipment and other Genuine Accessories to demonstrate how products from Mercedes-Benz Accessories GmbH can add a high-quality, individual touch. A scale model of the SLS AMG GT3, specially designed for the IAA, will also be available at the stand, along with other miniatures.
Smart at the 2013 IAA
The tour draws to a close with AMG, Mercedes-Benz’s high-performance brand, and the fascinating world of motorsport. Special highlights are the S 63 AMG, which is being premiered at the Frankfurt International Motor Show as the most dynamic S-Class of all time, and the CLA 45 AMG showcar, providing a preview of another customer sport racing car from Mercedes-AMG.
