Start clear for the A-Class

A mystical rumble fills the room. Laser beams are pulsating to the tact of a dull throbbing along a production line. When the first automobile suddenly appears behind a thick waft of fog in dazzling backlight, a veritable laser storm takes over the arena and for a few minutes, the spectators are spirited away into a laser fantasy world dealing with only one topic: The official launch of the A-Class.

This event was the highlight of an unprecedented marketing campaign. More than one year before market launch, the promotion was already in full swing: In addition to TV spots and a targeted mailing offensive, the group put a lot of effort into the A-Motion Tour, which to this day leaves lasting impressions in all of Europe’s major cities.

In addition to high-ranking politicians and almost the entire board of Daimler-Benz, worker representatives were also present at the kickoff for the market launch at the location, where the small car was manufactured – in Rastatt. Within a setup time of about a week, a representative show area was constructed in the middle of the central production hall of the Mercedes-Benz factory, where a large array of technology once again put the rocky road from the idea up to the market-ready product into review.