A thrilling new soundtrack for the road.
New York, 6 p.m. A Mercedes-Benz CLA winds its way through the city's five-lane arteries. The roar of the engine blends into the busy buzz of the rush hour, an armada of yellow taxis starts up a honking fest. As the Big Apple greets the approaching end of the day with a final loud flourish,
the groovy sound of "Keep you" by Wild Belle vibrates through the rear of the CLA.The presenter's voice then cuts in: "You’re listening to Mercedes-Benz Radio – the world of driving culture."
Fresh songs and
Welcome to a new dimension of the Mercedes-Benz brand world:at the Frankfurt International Motor Show, Mercedes-Benz is presenting a ground-breaking new development: The premium brand is the first car manufacturer to launch its own digital radio programme with editorial content, which can be received with the latest generation of the COMAND Online multimedia system, for example – or via
Berlin, 10 a.m. Bass vibes resonate gently out of a small studio window in Friedrichshain, echoing against the backyard walls. The sound is coming from a laptop, in front of which sits a young man with striking curly locks who is engrossed in some complex graphic artwork.
His foot taps to the rhythm of the hand-picked music selection from Mercedes-Benz Radio. This is no place for mainstream punters:along with editorial content, Mercedes-Benz Radio offers a selection of fresh songs, none of which is more than two years old – today's crispest beats.
The new digital generation.
Luder Fromm, Director Global Marketing Communications at Mercedes-Benz Cars, explains the concept behind the radio station: "We have long been serving the numerous digital channels and platforms with interesting, international content. So it is only logical for us to extend our offering to include a digital audio format. We are venturing down this new avenue in particular for modern target groups, for whom our compact models hold a special appeal. The Always On generation uses Mercedes-Benz Radio as an additional channel to keep up to date on our brand and all that it has to offer". The 24-hour English-language programme is comprised of features and stories relating to products and the brand: reports from events, presentations of new launches and insights into new products and model series, portraits of fascinating car enthusiasts along with travel, culture, fashion, lifestyle and zeitgeist features.
Los Angeles, 3 p.m. The walk to the restaurant for lunch takes a few minutes – time enough for some fresh inspiration. A tap on the smartphone calls up the Mercedes-Benz Radio app, headphones cut out the world outside and let the listener immerse himself in the brand world:
the station offers unusual and interesting topics worldwide around the clock, rounded off by a select choice of music – via COMAND Online, webpage or app, Mercedes-Benz Radio sets a new standard in brand diversity and digital lifestyle.