Mercedes-Benz StarDrive Experience 2013

Designed as a program to allow customers and prospective customers experience and understand the capabilities of Mercedes-Benz vehicles, the StarDrive program essentially works as an experiential marketing program for the brand. The program itself is divided into three categories, namely the active safety demonstration, the SUV demonstration and the final slalom test. 

The safety demonstration allows the participant experience the active and passive systems on board in the event of critical road conditions or the possibility of an accident. Systems such as ABS and EBD obviously come to the fore, but it is the little things such as the sunroof and windows closing to keep the passengers cocooned in the case of an accident that really show the technological prowess of Mercedes-Benz.

The SUV drive is a mixed bag of emotions, because the demonstration showcases the sheer capabilities that these mean machines possess. The SUVs are capable of navigating 30 degree inclines, climbing over rather undulated surfaces and climb up a slope at a 45 degree angle. Along with that, the participant also gets to experience the hill-hold function as well as the hill-descend function. While this is great, the reason it gets depressing is that most owners of such an SUV will never take it anywhere near areas where these functions will come in handy, save for hill-hold which would help soccer moms from inadvertently reversing while waiting on a mall ramp to exit! Regardless, the capabilities of these machines is amazing and they pack a serious amount of equipment to ensure that they can perform on surfaces and gradients that pose a serious challenge.

The final demonstration is the only one where the participant is allowed to drive the car. The handling course is a display of the vehicle’s handling ability and as the participant makes their way through the track laid out with cones they get a sense of the ease of maneuvering the vehicle despite its length and weight. 

Overall, the StarDrive Experience is an entertaining way to push the brand and share its virtues with prospective and existing customers. Mercedes-Benz is expecting over 8000 participants this year which is a solid improvement from the 2400 that took part in the first year. Conducted in association with Mobil 1 and Daimler Financial Services the StarDrive program travels from city to city throughout the year and is a worthy event to attend if you are considering the purchase of a three point star.

Also read: 2013 Mercedes-Benz GL-Class Launched