Summer 2011 - Mercedes

STAR LETTERS
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Sincerely,
Mike Nolte
CEO
Mercedes-Benz Egypt S.A.E
You can find out more about Mercedes-Benz products and services in Egypt on our website
www.mercedes-benz.com.eg or contact our call centre 16362
or at any of the following authorized dealers :
After Sales Network
Sales Network
Cairo National Network
1025, Corniche El Nile, Fom
El Khalig. Tel: 23640180
Ring Road, 3rd District, New
Cairo. Tel.: 0176401000
Giza National Automotive
1, Tahrir St., Dokki.
Tel: 33363806
134, El Nile St., Agouza.
Tel: 37492567
Alexandria National Automotive
Cairo – Alexandria
Agricultural Rd., Semouha.
Tel: (03) 4248745
91, 26 July St., El Raml
Area. Tel: (03) 4833333
Cairo National Automotive
1025, Corniche El Nile,
Fom El Khalig. Tel: 23640180
Ring Road, 3rd District, New
Cairo. Tel.: 0176401000
Giza National Automotive
1, Tahrir St., Dokki. Tel: 33363806
Dear Readers,
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Wishing you joyful read
Zakaria Mackary
Director of Sales & Marketing
Mercedes-Benz Egypt S.A.E
Star Egypt Summer 2011
Published by: Mercedes-Benz Egypt S.A.E
Alexandria National Automotive
Cairo – Alexandria Agricultural
Rd., Semouha.
Tel: (03) 4248745
German Auto Service
Km 18, Cairo-Ismaillia
Road. Tel: 26982286
Maadi Engineering Car Co.
14, Road 9, Maadi, Cairo. Tel: 23782186
Engineering Car Co. Pyramids (ECCP)
Smart Village Road, Abou Rawash,
off Cairo-Alex Desert
Road Tel: 35390925
Editing, design and production by:
Professional Publishing & Promotion
Tel: +02 3336 9256 or +02 3336 4157
Fax: +02 3336 4157. Email: [email protected]
Copyright © 2011 Mercedes-Benz in Egypt. All rights reserved. The
text, images and graphics in this publication and their arrangement
are all subject to copyright and other intellectual property protection.
These objects may not copied for commercial use or distribution,
nor may these objects be modified or utilized for other purposes .
STAR CONTENTS
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16 18
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24
2 28
26
3 32
30
125 Years
Mercedes and the
automobile celebrate
Heritage
125
5 year
ye
commemorative sstamp
andd co
coin
A New Generation of
C-Class
C-Cla
A class ahead
ahea
The SLK Roadster
Passion, style and innovation
Advertising the New
CLS
integrated
An integ
campaign
mpaig
Mercedes Trophy
Golfers compete in
Stuttgart
Stuttgar
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Andreas Bocelli
Spectacular at the
Pyramids
Golf’s Egyptian Open
Top European golfers
compete
STAR CONTENTS
STAR EGYPT
Mercedes Masters
Tennis at its best
Star Lounge
A super New Year’s
Year
p
Eve party
34 36
3
3 40
38
1
4 44
42
4 48
46
Formula Al Ahram
Egypt’s premier auto
show
Mercedes-Benz and
Fashion
ows in Berlin and Cairo
Shows
Mercedes-Benz Online
A website TV show
Super Brands Award
A prestigious honour
for Mercedes-Benz
Mercedes-Be
Vehicle Logistics
Centre
Centr
Improving customer
custome
service
servic
The B-Class F-Cell
New
ew technology taken
take
on the road
Star Care
Community social
socia
responsibility
ponsibility
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STAR HISTORY
“Inventors of the automobile.
Since 1886!”
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Mercedes-Benz anniversary campaign to launch
the 125th birthday of the automobile
“The love of inventing never dies” from the Benz Patent-Motorwagen to the reinvention of the motor car
It was on 29 January 1886 that Carl Benz filed an application in Berlin for a patent on his three-wheeled
motor car. Ever since, that day has been considered the official birthday of the motor car, which, in 2011,
celebrates its 125th anniversary. At the same time as Benz, Gottlieb Daimler was developing the first fourwheeled motor car. In this way, working independently of each other, the founding fathers of today’s Daimler
AG and its globally successful Mercedes-Benz core brand laid the foundation stone for all present-day
passenger cars, commercial vehicles and buses. The company that invented the motor car has since that time
gone on to shape its development more diversely and enduringly than any other motor vehicle manufacturer
- in all relevant areas, from drive technology to comfort and safety through to design.
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Innovation
Innovation has always been the key to success
for a car manufacturer and is set to become even
more important in future. Without the courage
to go in search of new ideas, there would be
no motor car; and without innovation, there
would be no progress. Mercedes-Benz, the
inventor of the motor car, has always pressed
ahead vigorously with the development of
that mode of transport. For instance, the
company has repeatedly underpinned its claim
to technological leadership with over 80,000
patent applications since 1886, the year in which
Carl Benz and Gottlieb Daimler, respectively,
unveiled their “Patent-Motorwagen” and
?!@"*-$
the Benz Patent-Motorwagen is the symbol of
pioneering spirit par excellence. In its day, the
exquisitely engineered three-wheeler made it
!%
had dawned. Daimler’s motorised carriage was
!"
These two vehicles represented the start
of a unique success story – a story that has
continuously had new chapters added to it
by Mercedes-Benz. For, time and time again,
it has been trendsetting inventions from the
Stuttgart-based car manufacturer that have
resulted in the “horseless carriage”, which
was initially said by critics to have “no future”,
evolving not only into an icon of personal
freedom, but also into a significant factor
within the economy. Alongside the first bus
and the first motor truck, the company’s most
important innovations also include the first
modern passenger car, the Mercedes 35 hp,
which was presented in February 1900.
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2
of combinations are possible, involving
unusual paintwork colours, extra-soft leather
in exclusive colours and trim elements with
a surface finish of fine wood, piano lacquer,
stone or perhaps leather. Fine metallic
particles in the individual layers of paintwork
that make up the exclusive paintwork colour
provide a stunning, shimmering play of colour
- depending on the intensity of light and the
The dream of individualisation
becomes reality
Since 1995, the design programme has taken
things a step further, offering Mercedes-Benz
customers with particularly discerning tastes
and a strong desire for individualisation an
additional range to choose from. Any number
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STAR HISTORY
2
1
surroundings.
The growing need of its customers to express
individuality was behind the fresh challenges
faced by the Mercedes-Benz designers in the early
1990s. This was the period that saw MercedesBenz enter a new era with its first major strategic
project initiative. The passenger car model range,
which up until that point had essentially comprised
just three model series, was extended to include a
broad portfolio of products. With the SLK, the CLK,
the A-Class and the M-Class, the brand entered
a whole series of new market segments in quick
succession. The company expanded, along with
its product portfolio and production figures, while
the world of values for the Mercedes-Benz brand
became ever more complex.
Many of the safety innovations first introduced
by Mercedes-Benz have since become industry
standards; from the rigid passenger compartment
(patented in 1951, first implemented in series
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place. When Mercedes-Benz’s systematic
programme of safety research first began,
the focus was initially placed on passive
safety, meaning protecting the vehicle occupants as
best possible in the event of an accident. Later, the
safety experts at
Mercedes-Benz started to devote their attention
increasingly to active safety by developing
innovations designed to mitigate the severity of
collisions or prevent them from occurring at all, to
the benefit of all involved.
production in the 111-series “Fintail” models
in 1959), to the ABS anti-lock braking system
(introduced in 1978 in the 116-series S-Class) and
the airbag (premièred in the 126-series S-Class from
1981), to the ESP® Electronic Stability Program
(presented in 1995 in the S-Class Coupé from the
140 model series). These days, such safety systems
are standard fare for nearly all manufacturers. This
means that, in a way, there is a bit of Mercedes-Benz
in every modern-day motor car. And the innovative
solutions in every new model the brand brings out
show how vehicle safety will continue to be a matter
of the highest priority for Mercedes-Benz engineers
in future too.
The overriding goal is to continually reduce the
number of road traffic deaths and injuries and
prevent accidents from happening in the first
Comfort and style
Handling properties, ergonomics, climate control,
acoustic comfort, ease of operation, and many other
factors besides all affect the driver’s fitness behind
the wheel, and thus their ability to concentrate on
what’s happening on the road. As a general rule,
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STAR HISTORY
only a relaxed driver is a safe driver too. MercedesBenz has been investigating this complex topic,
termed “driver-fitness safety”, for many years now,
and is consistently applying its findings to improve
its series-production vehicles. As a result, it has
been proven that Mercedes drivers stay fit and
alert for longer.
Prime examples of the progress achieved in
this field are the carefully structured, intuitive
control and display concepts and the intelligent
driver assistance systems, which turn the motor
car into a partner of the person behind the wheel
that can think for itself. The flawless interaction of
all individual measures is crucial to meeting the
goal of relieving the motorist of irritating routine
tasks and ensuring their performance abilities are
affected as little as possible.The final factor is a
broad spectrum of customisation options, allowing
every Mercedes customer to further refine their
vehicle’s levels of functionality and comfort to
meet their personal requirements.
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“Nothing but the best” –
yesterday, today and in future
It was Carl Benz who said: “The love of inventing
never dies”. And it was Gottlieb Daimler who
came up with the famous maxim “The best or
nothing”. Mercedes-Benz has remained true to
these guiding principles for almost 125 years.
BlueDIRECT: new
In May 2010 Mercedes-Benz reached a new
milestone with regard to efficiency: thanks to
further innovations such as latest-generation
direct injection, fully variable valve timing,
new combustion processes and multi-spark
ignition, the new BlueDIRECT V6 and V8
engines consume up to 24 percent less petrol
than their predecessors while delivering more
output and torque. In the future, more economy
potentials will be realised with fuel-efficient
stratified combustion, reductions in in-engine
friction losses and lower power consumption
by the peripheral units.
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The spirit of innovation, one of the key driving
forces, is firmly rooted in our corporate culture
- forever with the goal of guaranteeing personal
mobility also for future generations and providing
each individual customer with the optimal vehicle
for their individual needs. This innovation is
founded on Mercedes-Benz’s systematic research
activities, which led at the beginning of the 1970s
to the official establishment of a separate research
department.
Today, Mercedes-Benz has at its disposal a
global knowledge network with some 19,000
researchers and developers around the world; an
interdisciplinary think tank, full of pioneering
spirit, expertise and motivation, for continuing in
future to make the best cars in the world.
Massive media campaign
Under the heading “Inventors of the automobile.
Since 1886!” the print advertisement motif,
which is to appear as a full-page advertisement in
national daily newspapers, shows the Benz Patent
motor car from 1886 alongside the present-day F
800 Style research vehicle. It thus spans the entire
course of development from the initial invention of
the automobile to the latest technical and design
innovations. This motif is complemented by a
concise and succinct text message: “Years ago,
we invented the automobile. Today, our passion
for new ideas is as strong as ever, as we work on
everything from electric drive systems to fuel cell
technologies, because 125 years from now, we still
plan to be ahead of our time.”
A small selection of vehicles shows by way of
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example how the Mercedes brand has continually
answered the question “When will there finally be a
vehicle that...?” over the past 125 years. For example,
since the 500 K special roadster in 1934 there has
been an automobile that combines sportiness with
elegance; since the S-Class in 1978 there has been
a car whose wheels do not lock during hard braking
and since the B-Class F-Cell in 2010 there has been
a vehicle which can cover up to 400 kilometres
without a single drop of petrol. With a circulation
of around 20 million copies, the brochure will be
distributed in car, business and lifestyle magazines.
Online and interactive
At www.mercedes-benz.com/125 the Stuttgartbased premium brand provides an overview of all
activities in the anniversary year and the presents
the history of the Mercedes-Benz brand. A calendar
offers information on worldwide events, a download
area includes iPhone apps and wallpaper featuring
the various campaign motifs and the content
of the “Mercedes World” area has been revised
and expanded. New sections such as “Design”,
“Automotive innovation flagships” or “How it all
First series-production car
with diesel engine and direct petrol injection
In 1936 a vital milestone in automotive history was reached with the first series-production
passenger car powered by a diesel engine, with
a consequent and major reduction in fuel consumption. The Mercedes-Benz 260 D consumed
around 30 percent less fuel than its opposite
number with a petrol engine, and at the time diesel fuel was also half the price of petrol. It was a
trendsetter, and well ahead of its time.
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STAR HISTORY
2
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began” provide a comprehensive and entertaining
means of discovering the brand from the invention
of the automobile to visionary technologies for
future mobility.
The website was launched in German and
English on 19 January. Additional languages
(including Italian, French and Spanish) will
follow shortly. In a second phase of the relaunch,
additional content offering added value for users
will be made available including apps for iPhone
and iPad, films and an interactive Mercedes-Benz
birthday wish.
Broad-ranging activities in
the anniversary year
The campaign will be backed up by
comprehensive retail marketing activities and
numerous exhibitions and events for customers
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and staff. The Daimler Art Collection will be
appearing at the Mercedes-Benz Museum in
Stuttgart with the “Arts & Stars & Cars” exhibition
from May to September 2011, for example. More
than 160 exhibits of modern and contemporary art
by over 80 internationally renowned artists will be
on show.
The Mercedes-Benz Museum is the only place in
the world in which the complete 125-year history of
the automobile can be experienced in its entirety.
To mark this 125th anniversary the museum will
be opening a new exhibition room as part of the
permanent display. As of 30 January, Legend 6 –
‘New Start – the Road to Emission-free Mobility’ –
will offer a perspective on challenges both present
and future, as well as issues concerning drive
technologies of tomorrow.
Additional exhibitions will take place at
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Egypt’s Celebration
Mercedes-Benz Egypt is sharing the worldwide
celebration of the125 years of inventing the
automobile by offering to the Egyptian market a
blend of special anniversary packages. MercedesBenz customers will now enjoy peace of mind with
3 years of free service and warranty in addition to
fully covered insurance, or they may choose from
a variety of attractive financing offers specially
developed for this occasion.
the international Mercedes-Benz galleries, the
Mercedes-Benz brand centres and the MercedesBenz customer centres. With selected historical
and topical exhibits they will provide a vivid
demonstration of how the invention of the automobile
has affected and continues to affect society and
highlight Mercedes-Benz’s innovative prowess; in
particular in the context of the future of mobility.
From mid August 2011, Mercedes-Benz will be
inviting the public to play an active part in the
birthday celebrations in Stuttgart. The kick-off event
on 10 August 2011 will be a football international
in the converted Mercedes-Benz Arena in Stuttgart
between the German men’s team and a Brazilian
select eleven, for which Mercedes-Benz will appear
as “sponsors of the day”. On subsequent days at
central locations throughout Stuttgart, MercedesBenz will be offering multimedia performances,
vehicle exhibitions and insights into the future of
the automobile for young and old.
Selected milestones in the history of
Mercedes-Benz safety technology
1939 – Inception of passenger-car safety development
1959 – World’s first safety body
1969 - Establishment of Mercedes-Benz accident research
1978 – Electronically controlled anti-lock braking system (ABS)
1980 – Pyrotechnic airbag, seat belt tensioner
1989 – Automatically raised roll-over bar
1995 - Electronic Stability Program (ESP®)
1996 - Brake Assist (BAS)
1998 – DISTRONIC adaptive cruise control
1999 – Active Body Control (ABC), tyre pressure monitor
2002 – PRE-SAFE® preventive occupant protection system
2003 - Active light function
2005 - DISTRONIC PLUS, Brake Assist PLUS, Night View Assist
2006 - PRE-SAFE® Brake, Intelligent Light System
2009 - Speed Limit Assist, Lane Keeping Assist, Blind Spot Assist,
ATTENTION ASSIST drowsiness detection
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STAR HISTORY
Special commemorative stamp
and coin for the “125 years of
the automobile”
!"#$%
125 years ago the Kaiserliche
Patentamt (Imperial Patent Office) in Berlin
granted Benz & Co. in Mannheim the patent No.
37,435 for a “vehicle with a gas engine drive
system”. This patent is seen as the birth certificate
of the automobile. “Patentirt im Deutschen
Reiche vom 29. Januar 1886 an” – “patented in
the German Empire from 29. January 1886 on”:
thus reads the document; and that very day
the automobile’s triumphal march began that
was to change the world to an unimaginable
extent. The Federal Finance Ministry is issuing
a special postage stamp and a special coin to
celebrate the automobile’s 125th birthday.
The special postage stamp shows the
first motor car in the world, with a drawing
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of the patent of 29th January 1886 as a
background. The stamp has a denomination
of 55 cents and will be available at all Post
Offices and agencies from 5th May 2011 on.
From 9th June 2011 on a special commemorative
coin “125 years of the automobile” with a
denomination of 10 Euros, will be issued, available
in banks and savings banks. With a dynamic,
modern graphic design based on the circular shape
on the steering wheel, both obverse and inverse
deal with the theme of individual mobility such
as that which the motor car makes possible.
Official presentation of both commemorative
editions by the Federal Finance Ministry is
to take place in Berlin on 7. June 2011.
Transcending space and time reaches a new
dimension with the Benz patent motor car. Carl
Benz’s invention is the world’s first automobile,
which through its autonomy and availability
created the foundation for the individualisation
of transport. Starting with the Benz patent
motor car, the new means of transport opens
up for broad segments of the population, broad
new horizons and countries undreamed of
until then. The associated fascination remains
unbroken to this day. And the transport
of goods and passengers experiences a
dramatic change thanks to the flexibility,
performance and economy of the automobile.
The same year as Carl Benz, Gottlieb
Daimler builds his first automobile, on 8.
March 1886 he orders a carriage from the
carriage construction factory Wilhelm Wimpff
& Sohn in Stuttgart. He has his compact,
fast-running petrol engine installed in this
carriage. Daimler’s focus is on motorising
transport on land, on water and in the air, he
never loses sight of the universal application
possibilities of the engine he has invented.
The real invention of Carl Benz, who had
already carried out his first test runs in
October 1885 with his three-wheeled patent
motor carriage under exclusion of the public,
was the self-sufficient, closed concept of an
autonomously driven motor car. It is the first
comprehensively conceived automobile with
engine, chassis and drive system exactly
adapted and adjusted to each other forming
a unity. The first automobile in the world
has a horizontal single-cylinder engine that
produces an output of 0.75 hp (0.55 kW) from
its displacement volume of 954 cc at a speed of
400 rpm. It can reach a top speed of 16 km/h.
At first, Benz trusts a single front wheel,
because he sensibly considers the kind of
front-axle steering system used in carriage
construction, the turntable steering, to be
a technical dead-end. It is only after Benz
himself invents and patents a carriage steering
mechanism with steering circles tangential
to the wheels, that he builds a four-wheeler
from 1893 onwards. With his models Victoria
and Vis-à-Vis he returns to typical carriage
build, but with the engine velocipede a year
later, he produces the first automobile of the
world made in large-series production.
The patent motor car has its public maiden
journey on 3rd July 1886 on the Ringstrasse in
Mannheim. Newspapers report enthusiastically
about the event. Benz does not remain idle,
satisfied with the first version; he develops
the three-wheeler further in several steps,
makes it marketable and even builds it
in series. And with the vehicle he enjoys
international success because he sells it,
in particular, abroad. With this Benz is far
head of all those other inventors who never
manage to go beyond the research stage.
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STAR FEATURE
The New generation C-Class
A class ahead
“
The C-Class Saloon has been the global market leader in its segment since 2008, so it is highly
topical. But the comprehensive updating of our high-volume model also shows that even in
the global economic crisis we have had the strength to invest in our product portfolio without
making any compromises. For us the new-generation C-Class with more than 2000 new parts
is a facelift – others would speak of a new car.
”
by Dr Dieter Zetsche, Chairman of the Board of Management of Daimler AG and Head of Mercedes-Benz Cars
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STAR FEATURE
T
he Mercedes-Benz C-Class is a multi-talented
character that exists in the form of a compact
saloon, a variable estate and a successful
racing car. The C-Class is the highest-volume
model series and is thus of particular importance to
Mercedes-Benz. Since 1982 Mercedes-Benz has sold
a total of over 8.5 million vehicles in this segment.
INNOVATIVE DESIGN
The C-Class greets spring 2011 having undergone
a comprehensive makeover. The front and tailend section of the million-seller are styled more
strikingly, the front being brought closer to the
brand’s new design idiom. The front bumper has a
more expressive and dynamic contour,and supports
the shape of the radiator grille more prominently as
the central element at the front.
The central air intake opens out upwards in a
V-shape, forming a visual base unit for the radiator
grille. Pronounced side sections extend from the
sporty V shape at the centre. Continuing beneath
the headlamps, these sections blend into the feature
lines along the vehicle flanks, forming a link with
the sides. The side air inlets in the bumper are
positioned low down, giving the car a more roadhugging appearance.
Both the saloon and the estate have been given a
new bonnet made of aluminium. Its contour in the
area around the headlamps and the radiator grille
emphasises the V-shape of the front end to a greater
extent than previously.
Mercedes-Benz designs according to the mantra
“The right material in the right place”, and in
accordance with this principle, approximately 70%
of all the sheet metal panels in the C-Class are made
of high-strength steel alloys. With minimum weight,
they offer maximum strength and thus the highest
possible levels of safety. Today’s ultra-high-strength
steel sheet panels deserve a special mention.
They achieve a tensile strength that is three to
four times higher than that of conventional steel
grades, making them indispensable for meeting the
stringent Mercedes-Benz requirements regarding
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durability and safety. These ultra-high-strength high
tech alloys account for around 20% of the weight of
the C-Class body shell.
Aluminium and plastic are the other two
lightweight materials which Mercedes-Benz uses
where they offer maximum benefit. The bonnet
made of aluminium is new, weighing in at some 9.2
kg less than its steel predecessor and thus reducing
the weight where this makes most sense. Other
aluminium features on the C-Class are the front
wings, the front-end assembly including its flexible
cross member and crash boxes, the sheet metal
panel for the parcel shelf in the rear, and the door
modules.
NEW, DYNAMIC APPEARANCE – INSIDE
AND OUT
The new C-Class being launched in spring 2011
is a comprehensive modernisation. The front and
rear sections of this best selling model have a more
striking design. Together with the optional highresolution colour display in the instrument cluster,
the new dashboard with its elegant, grained surface
and prominent decorative trim emphasises the
premium character of the interior. Plus, with many
significant details in the interior, the vehicle calls
to mind the new CLS and sets totally new standards
in its segment where the quality impression is
concerned.
Fuel consumption has been lowered by up to 31%.
Efficiency-enhancing measures include new engines
and the improved 7G-TRONIC PLUS automatic
transmission. New driving assistance systems
ranging from ATTENTION ASSIST drowsiness
detection to PARKTRONIC with parking guidance
are now available for this model series.
A total of more than 2000 new components
distinguish the latest generation of the MercedesBenz C-Class from its predecessor. The European
market launch is taking place from March 2011.
In addition to the standard appointments, which
now include a nappa leather steering wheel, the
two design and equipment lines ELEGANCE and
AVANTGARDE are the basis for the individualisation
range for the C-Class. The two lines are now more
readily distinguishable from each other.
THE ULTIMATE IN COMFORT
The AGILITY CONTROL suspension, which is
standard equipment in both the C-Class Saloon
and Estate, harmonises perfectly with the dynamic
design. It is based on an amplitude-dependent
damping system: when driving normally with low
shock absorber stimulus, the damping forces are
automatically reduced for a noticeable improvement
in ride comfort, but without any compromise in
handling safety. When shock absorber stimuli are
of greater magnitude, for example when cornering
at speed or taking evasive action, the maximum
damping forces are set and the car is stabilised
effectively.
The C-Class’s AGILITY CONTROL suspension
is complemented by a rack-and-pinion steering
system. Positioning the steering gear 80 millimetres
in front of the wheel centre makes for predictable
self-steering characteristics with a slight tendency
to understeer. Speed-sensitive steering with variable
steering-wheel support and a variable steering ratio
is available as an optional extra.
SAFETY: THE HIGHEST PRIORITY
WARNING AND INTERVENING – ACTIVE
SAFETY
“Preventing accidents and minimising the
consequences thereof” is the holistic approach
taken by those working in Mercedes-Benz safety
research, which the company terms “Real Life
Safety”. The basis of this is formed by what the inhouse engineers know as “driver-fitness safety”,
alongside ride and seating comfort, plus quietrunning characteristics, such as effective headlamp
and windscreen wiper systems and simple and safe
operation. Safe handling that has no nasty surprises
in store comes courtesy of advanced chassis
systems, which for years now have also been fitted
as standard with ESP®, developed by MercedesBenz.
TOP MARKS FOR PASSIVE SAFETY
The C-Class safety concept has been optimised
based on the analysis of real-life accidents. As part
of the standard specification, seven airbags, belt
“The new-generation C-Class also sets the
pace in its segment when it comes to design.
This is particularly apparent in the interior: fine
materials displaying painstaking attention to
detail and the generous use of trim parts add an
exclamation mark: the C-Class is dressed up to
the nines.”
Prof. Gorden Wagener, Head of Design, Mercedes-Benz Cars
tensioners, belt force limiters and NECK-PRO crashresponsive head restraints offer the occupants
an extremely high level of protection should an
accident occur.
The body structure has been designed to ensure
that, in the event of a frontal collision, the impact
forces are distributed over a wide area and on four
independently acting impact levels, meaning that
the passenger compartment remains largely intact.
Around 70% of all the bodyshell panels are made
from state-of-the-art, high-strength steel alloys that
minimise weight and maximise safety.
The safety concept also does brilliantly in
standardised rating crash tests. The renowned
American Insurance Institute for Highway Safety
(IIHS), for instance, declared the Mercedes-Benz
C-Class Top Safety Pick three times in a row (in
2009, 2010 and 2011) – deeming it to be the best
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21
STAR FEATURE
purchasing decision with regard to safety.
THE C-CLASS SALOON’S STATISTICS
DRIVE SYSTEM: MORE POWER, LOWER
CONSUMPTION
The four-cylinder petrol engines, which made a
great evolutionary leap forward in 2009 and all
feature direct injection and turbocharging, excel
with high performance and exemplary economy.
Known internally as M 271 EVO, the four-cylinder
petrol engine model series stands for systematic
downsizing.
The direct fuel injection facilitates higher
compression and thus a better thermodynamic
efficiency rate, which becomes apparent where
fuel consumption is concerned: the new fourcylinder direct-injection engines also consume up
to 31% less fuel than the comparable V6 engines of
the preceding model. With a range of new features,
the new four-cylinder petrol engine is completely
different to its predecessor. The core element of the
new engine is the homogeneous direct injection. At
a pressure of up to 140 bar the fuel is fed via a highpressure line to injectors leading to the combustion
chamber.
This lowers fuel consumption and also
considerably reduces pollutant emissions. In
addition to this, a variable oil pump has been
developed, as has a heat-management process
All the engines for the C-Class are now classed
as BlueEFFICIENCY units, showing that they
are particularly efficient and environmentally
compatible in their use of fuel. A reduction of up
to 31% has been achieved in fuel consumption. The
overall ratio of all new powertrain variants has
been optimised for fuel economy.
All the petrol engines in the model series
have direct injection. One of the highlights is the
introduction of the new V6 petrol engine with its
innovative and highly efficient BlueDIRECT process
in the C 350 BlueEFFICIENCY. The quantum leap in
efficiency is particularly well illustrated by the sixcylinder unit: power has increased considerably,
the C 350 BlueEFFICIENCY delivering 306 hp and
370 Nm (C 350 previously 272 hp and 350 Nm).
Fuel consumption has been significantly reduced,
however: the C 350 BlueEFFICIENCY has a mean
consumption of 6.8 litres per 100 km – 3.1 litres or
31% less than the preceding C 350 model.
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22
which stops the coolant circulation when the engine is cold, so that the engine and engine
oil heat up faster during a cold start.
ENTERTAINMENT THROUGHOUT THE JOURNEY
The most important new features of the new telematics equipment from Mercedes-Benz
include more convenient operation, larger TFT displays and new standard features. They are
celebrating their premiere in the new-generation C-Class before being gradually introduced
in other models.
Some of the major changes to the entertainment system, and some of the key features
of the system in the new C-Class include the following. The standard specification of the
saloon and estate includes the Audio 20 CD system with a twin tuner and CD player plus
an Aux-in and USB connector. The connectors are now within easy reach in a compartment
in the centre armrest.
The colour display has been enlarged and now has a diagonal of 14.7 centimetres. Thanks
to a new “Cover Art” function, the title images of the music albums currently being played
are shown if their data are stored in the audio file.
A new top line in the Audio 20 CD’s menu navigation makes orientation easier and can
be operated via the controller. The settings for the air conditioning are also displayed on the
telematics screen when being operated, the Bluetooth functions have also been extended:
the mobile’s phone book can now automatically be transferred en bloc when connecting,
and wireless music reproduction is possible from Bluetooth-capable terminals. The Audio
20 CD can be combined with a 6-disc CD changer and Media Interface in the C-Class models.
Overall, the new Mercedes-Benz C-Class is an innovative and ground-breaking model,
designed to give the driver and passengers both the most comfortable, enjoyable, and safe
journey imaginable.
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23
STAR FEATURE
The new Mercedes-Benz SLK
Roadster Setting Standards
with Passion, style and
innovative technology
With the completely
newly developed SLK, one of the most exciting
and successful sports cars ever built is
entering its third generation. The new roadster
uncompromisingly takes driving pleasure and
open-air enjoyment to a new level. It blends lightfooted sportiness with stylish comfort, a striking
sports-car design with total suitability for everyday
use, top performance with exemplary ecology.
What’s more, the SLK is proud to present the
world premiere of the panoramic vario-roof with
MAGIC SKY CONTROL, which switches to light or
dark at the touch of a button. Exemplary efficiency
and sporty flair come courtesy of powerful new
4- and 6-cylinder engines featuring the standardspecification ECO start/stop function. With their
superb levels of performance, they are up to
25% more economical than their predecessors.
With a unique set of safety equipment and
a wealth of technical innovations, the SLK
is once again the benchmark in its class.
“The new SLK embodies the role of the trendsetter like no other car”, says Dr Dieter Zetsche,
Chairman of the Board of Management of
Daimler AG and CEO of Mercedes-Benz Cars. “I
am convinced that with its passionate design,
its high-quality interior and its modesty at the
filling station it will continue to provide an
enormous amount of fun on the road in future,
too, consolidating its status as a cult roadster.”
Innovations are part of the successful
history of the Mercedes-Benz SLK:
Ó
In 1996 the first generation caused a sensation
with the vario-roof, which transformed the wideopen roadster into a coupé with a fixed roof at
the touch of a button in just a few seconds;
Ó
the second generation placed the warm
AIRSCARF around the neck and shoulders of
the occupants as needed, ensuring pleasurable
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Specification:
Standard Engine 5.4L V8
Standard Transmission 7 Speed
Automatic
Cylinders 8
Horsepower @RPM 355@5750
Fuel Economy Cty/Hwy 14 / 22
Combined Fuel Economy 17
EPA Class Two Seater
Number of Valves 24
Rear Wheel Drive
open-top motoring even in cooler temperatures;
Ó
now the third generation is presenting one of
its unique highlights; the world premiere of the
panoramic vario-roof with MAGIC SKY CONTROL.
It can be quickly switched to light or
dark at the touch of a button
But the new Mercedes-Benz SLK offers more
than merely individual highlights. It assumes a
leading position in every discipline and offers fun
at the wheel in every respect, with no half-hearted
compromises. It impresses with characteristics
which are generally deemed to be irreconcilable:
it succeeds in uniting excellent comfort and
high-quality equipment and appointments
with a decidedly sporty flair, for instance. At
the same time the new roadster is the most
economical and thus the most environmentally
friendly in its class, also setting new safety
standards. And all-weather driving enjoyment,
open and closed, in leisure-time and everyday
use, is firmly anchored in the SLK’s genes.
A distinctive design creates a sporty presence
The designers have tailor-made an outfit for the
new SLK which emphasises its classic roadster
proportions and puts them in the spotlight to
thrilling effect. Behind the long bonnet is a
compact passenger compartment positioned
far back, and a short tail end. The SLK will
tempt potential customers with the key
attributes that characterise all the classic
roadsters from Mercedes-Benz and that have
also made many of them automotive icons.
The first feature to catch the eye is an
upright radiator grille that stands proud and
confident in the wind. It facilitates the long
and well-proportioned bonnet and with its
rearward light-catching contours it already
hints at the roadster’s dynamic qualities.
The wide radiator grille bears the MercedesBenz star in a prominent central position and
displays a powerfully contoured fin, chromed
at the front. The clearly defined headlamps
complete the look for the new SLK’s face,
which resembles that of the legendary 190
SL from the 1950s, which is regarded by
many as being the original “SLK”. But it was
certainly not just the past that the designers
were focussing on; with the new SLK’s front
end they also intentionally created a close
visual link with the new Mercedes-Benz SLS
AMG “gull-wing model” and the new CLS.
The amazing and measurable proof of
the meticulously detailed work that has
been carried out is that in spite of the
more striking, steeper front and the larger
frontal area, the Cd value has been cut to
just 0.30 – a brilliant achievement (the
preceding model’s Cd value was 0.32).
The closed, elegant shape of the side
view with the classic roadster proportions
quickens the pulse and is a visual promise
of the sportiness and driving pleasure in
store. Fine details show the care that has
been taken by the Mercedes-Benz designers.
For example, a fillet conceals the boot joint,
so that it does not disturb the side aspect
as with similar roof designs. The ventilation
grilles in the front wings with a chromed
fin are reminiscent of the famous MercedesBenz roadsters of the 1950s. In the new SLK
they form the perfect starting point for a
feature line which flows to the muscular rear
wing, using light and shadow to add style
and elegance to the sides. Meanwhile the
upper edge of the wide headlamps, which
boast all-LED technology for the first time,
also appears to flow into the feature line.
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25
STAR NEW
Mercedes-Benz launches
integrated advertising
campaign for the new CLS
The 29th January is a very special day for Mercedes-Benz. It was on this day in 1886 that Carl Benz
filed a patent application (number 37435) at the Reich patent office for his “vehicle operated by gas
engine”. And now, 125 years to the day, 29th January 2011 saw the launch of the latest development
from Mercedes-Benz – the new CLS. This new generation of the four-door coupé embodies to
perfection the remarkable capacity for innovation in the fields of design and technology which
has characterised the brand with the three-pointed star for over a century. This combination of
sensuality and sense is picked up by the 360° campaign for the market launch of the new CLS.
“There has never been a new
vehicle concept which has enjoyed the same
degree of success as the CLS. With the launch
of this model in October 2004 Mercedes-Benz
established a bold, new vehicle concept and the
new version builds on this with its exciting design
and refined sportiness”, says Anders Sundt Jensen,
Head of Brand Communications Mercedes-Benz
Cars. “On top of this, the coupé offers even greater
efficiency, agility and safety than before. Every
driver of the new CLS will be able to feel this
perfect combination of sensuality and sense which
makes this such an unique vehicle. And that is
what we focus on in the campaign.”
Campaign built around print advertising, a TV
advertisement, pre-roll ads and a web special
The integrated advertising campaign comprises
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26
all the communications channels – from print
advertising to TV and radio advertisements,
pre-roll ads, an interactive web special and an
iPad app all the way up to retail and interactive
marketing activities. The campaign presents the
CLS in a distinctive, purple-coloured cosmopolitan
setting and underlines its claim to the leadership
of the four-door coupé segment assuredly and
authentically.
In the twelve different print advertisements,
for example, the visual charisma of the vehicle
is associated with succinct messages such as
“Sensuality and sense”, or “Proud to present two
high-lights”. Through this approach MercedesBenz underlines the status of the new coupé as a
perfect combination of exciting beauty, innovative
safety technology and sustainable mobility. These
qualities derive from features – such as Active Blind
Spot Assist, A
Active
i LLane K
Keeping
i Assist,
A i new
high-performance LED headlamps and efficient
engines which consume up to 25 percent less
fuel – offering the highest standards of safety,
driving dynamics and economy.
The TV advertisement concentrates on the
irresistible attraction of the CLS by playing on
the idea of the desire for absolute freedom to
make one’s own choices. It shows a middle-aged
man who has swapped his successful career for
a simple life in the mountains. Suddenly, he sees
the CLS on a mountain road and is completely
captivated by the exciting beauty of this coupé –
it is a moment which changes his life once again.
Parallel to the TV advertisement there are
three different films which run on the web and
in cinemas. As well as presenting the excitement
of the CLS they offer an amusing take on
the energy-saving and environment-friendly
BlueEFFICIENCY model as well as the unique
LED technology. The innovative light system of
the CLS is also explained in detail in a dedicated
report on www.mercedes-benz.tv.
In addition to these measures, the CLS plays
a starring role along with top model Karolina
Kurkova
K
k
iin the
h visual
i l ffor the
h iinternational
i
Mercedes-Benz Fashion engagement. The
spectacular image, which captivates the viewer
with its beauty, dynamism and flamboyance,
appeared for the first time on posters, print
advertisements and internet at the MercedesBenz Fashion Week Berlin from 19th to 22nd
January 2011.
Web special with a short story by bestselling author Joey Goebel already online
An interactive web special at www.mercedesbenz.com/cls has been giving visitors an
impression of the new CLS ever since the world
premiere of the vehicle. A short story by bestselling American author Joey Goebel allows
users not only to experience the unique fourdoor coupé but also to assume the role of the
main character and play an active role in the
story “Sensuality and sense”. The highlights
of the CLS are presented in additional short
stories by Joey Goebel in the form of videos. A
version of the interactive web special optimised
for the iPad is available in the App Store.
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STAR ENTERTAINMENT
Mercedes-Benz sponsors
Andrea Bocelli show at the Pyramids
Last autumn, Mercedes-Benz
was the Offical Car for a very special event on the
Egyptian calendar.
Andrea Bocelli, the Italian tenor performed live
at a concert held at the Pyramids Sound and Light
Theatre on 25th, September.
During his stay in Cairo, Bocelli had a S-Class
Mercedes-Benz and driver at his disposal while his
staff and family travelled in E-Class cars.
Born on 22nd September 1958 he grew up on the
family farm in Lajatico, Tuscany, Italy.
With poor eyesight from birth he became
completely blind at the age of twelve following a
football accident. But as a young boy, Bocelli showed
STAR EGYPT
28
a great passion for music. His mother has said that
music was the only thing that would comfort him. At
the age of six he started piano lessons and later he
would also spend time singing during his childhood.
Bocelli has said; “I have always known I was born to
sing, ever since I was a child”. At the age of 14 he
won his first song competition, the Margherita d’Oro
in Viareggio with O sole mio.
After finishing secondary school in 1980, he
studied law at the University of Pisa. To earn money
Bocelli performed evenings in piano bars. He
completed law school and spent one year as a courtappointed lawyer. It was there, in 1987, that he met
his future wife, Enrica.
His professional career began in 1992 and since
winning the Newcomers section of the Sanremo
Music Festival in 1994, Bocelli has recorded
thirteen solo studio albums, of both classical and
pop music, two greatest hits albums, and eight
complete operas, selling over 70 million copies
worldwide. Thus, he is the biggest-selling solo
artist in the history of classical music.
In 1999, his nomination for Best New Artist at
the Grammy Awards marked the first and so far
only time a classical artist had been nominated in
the category, since Leontyne Price, in 1961. The
Prayer, his duet with Celine Dion for the animated
film, The Quest for Camelot, won the Golden Globe
for Best Original Song and was nominated for
an Academy Award in the same category. With
the release of his classical album, Sacred Arias,
Bocelli captured a listing in the Guinness Book
of World Records, as he simultaneously held the
top three positions on the U.S. classical albums
charts. Five of his albums have since reached the
Top 10 on the Billboard 200, and a record-setting
seven, have topped the classical albums charts,
in the United States.
His passion for music has meant he has
evolved into an all-round musician, songwriter
and producer and multi-instrumentalist as he
has mastered keyboards, the flute, saxophone,
trumpet, trombone, harp, harmonica, guitar,
drums and melodic.
For those that attended the packed out concert,
an evening with Andrea Bocelli against once of
the most spectacular backdrops in the world was
one to remember and one that Mercedes-Benz is
very proud to be associated with.
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STAR SPORTS
MercedesTrophy World Final 2010
Amateur golfers from all over the
world tee off in Stuttgart
From 23–27 September 2010,
Stuttgart played host to a première international
amateur golf tournament. Over 100 golfing
enthusiasts and Mercedes-Benz customers from
43 different countries put their driving, pitching
and putting skills to the test when they met
for the MercedesTrophy World Final, which is
traditionally staged in the premium automotive
brand’s home city. For three days, the 27 teams
played the courses at the Bad Liebenzell Golf Club
(25 September) and Schloss Nippenburg Golf Club
(26–27 September). The winning national team
was awarded the coveted Nations Cup, and prizes
were also prizes to the best individual players.
Representing Egypt in Stuttgart were the
winners of the Egyptian MercedesTrophy, held
in May at the Stella Di Mare golf course in Ein
Sukhna. The golfers that won the three divisions
in the tournament, thus winning the privilege
of representing Egypt at the world final, had
all come from three different clubs. Katameya
Heights’ Ronny Farag, winner of Division A with
40 Stableford points, Shams Ismail from Mirage
City who won Division B with 42 points, and
Golf City’s Khaled Ghannam who won Division
C with 37 points were the rightful winners.
STAR EGYPT
30
Division A Winner Ronny Farag said that
“playing the MercedesTrophy tournament
in Ein Sukhna was a delight. The organizers
from Mercedes-Benz and the staff at the golf
club were superb and the course was in great
shape. Travelling to Germany to play in the
MercedesTrophy final representing Egypt is quite
an honour. I have never won a big tournament
like this one and I am excited to go. I have talked
to previous winners and they all say it is a
wonderful experience, and the golf is good too.”
In Germany for the final, Dr. Joachim Schmidt,
Executive Vice President of Sales and Marketing
at Mercedes-Benz Cars said that “we are delighted
to be able to welcome friends and customers of
Mercedes-Benz from all over the world in the
final of the MercedesTrophy here in Stuttgart”.
The new Mercedes-Benz CLS received its
world première on 30 September 2010 at
the Paris Motor Show. However, those taking
part in the MercedesTrophy World Final
enjoyed unique preview of the car in an
exclusive presentation being held ahead of
the official unveiling in the French capital.
There was also a Driving Experience event,
which gave the MercedesTrophy finalists and
their accompanying guests the opportunity
to try out a wide variety of current MercedesBenz models for themselves. A very special
driving training course was planned: Under
the professional tutelage of DTM drivers
Bruno Spengler and Jamie Green, they were
able to take the wheel of the Mercedes-Benz
SLS AMG and acquaint themselves with
the supercar in an unforgettable fashion.
Professional support was also be on
hand on the golf course. Professional golfer
Anders Hansen played a special “nearest
to the line” competition with each flight
of players. An exceptional prize awaits
the golfer with the most accurate shot. All
players were, of course, able to get valuable
golfing tips from Anders Hansen.
Another special competition took place on the
second day of the tournament. Waiting to greet
the finalists at the 10th hole of the course at
the Schloss Nippenburg Golf Club was Marcus
Allen, Laureus Academy Member and former
professional American football player. Marcus
Allen pitted himself against the finalists in a
“nearest to the pin” challenge, at the same time
as collecting donations for the Laureus Sport
for Good Foundation. As one of its founding
members, Mercedes-Benz does a great deal
to support this foundation. In addition to the
sums collected at the MercedesTrophy World
Final, all of the donations made during the
MercedesTrophy qualification tournaments
that were staged around the world will benefit
the Laureus Sport for Good Foundation too.
Mercedes-Benz’s involvement in amateur
golf dates back to 1989. The MercedesTrophy is
the brand’s own series of amateur invitational
tournaments for customers, with some 58,000
players competing in 43 countries every year.
Mercedes-Benz Egypt’s team dressed in
pharaonic costume
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31
STAR SPORTS
Mercedes-Benz is a sponsor of the
Egyptian Open for third year
Chile’s Mark Tullo secured a place
on next year’s full European Tour after a brilliant
final round, six under-par to total 66, saw him finish
on 275 (-13) and clinch a dramatic one shot victory
in the Egyptian Open at the JW Marriott, Mirage City
Golf Club Saturday October 23 2010. Confirming its
increasing commitment to golf, Mercedes-Benz was
a sponsor of the open for the third consecutive year.
The 32 year-old had started the final round five
shots adrift of George Murray of Scotland, but the
Scot had to settle for a disappointing level par 72
and a tie for second with Holland’s Mark de Vries,
who shot 71 (-1), to total 276 (-12).
“I didn’t look at the scoreboard once during the
round so when I got to the eighteenth and saw I
was leading I was like ‘wow’!” said the former
Chile Open champion who won his first European
Challenge Tour title with victory in the 2010 Rolex
STAR EGYPT
32
Trophy earlier this year. “I genuinely didn’t know
what was going on until I finished and then I had a
pretty nervous ten minutes.”
After receiving the 89 year-old trophy from
Egyptian Golf Federation, Tullo said he was
delighted to have gained his playing privileges for
the full European Tour.
“Winning is so important for me; to secure my
card for The European Tour for next season is like
a dream. Next week I can be so much more relaxed
at the Grand Final, I can’t tell you how much this
means. It’s amazing. Shooting 66 to win is pretty
special as well.”
Mercedes-Benz Egypt put on a dazzling display
with a several top of the line cars both on show
and available for test drive. The sumptuous S-Class,
GLK, E-Coupe and E-250 were all on display around
the course, for both spectators and participants to
appreciate. And, as an additional treat, the GLK
and E-250 were additionally available for a test
drive.
For De Vries and Murray there were mixed
emotions after both failed to birdie the final hole
and force a play-off. “I putted badly,if I had even
just made a couple of those putts then I would
have won or at least forced a play off,” said
Murray, who along with De Vries will also go
into next week’s Grand Final with full European
Tour privileges secure for 2011.
De Vries admitted he was more relieved than
disappointed. “I’m delighted to come second as I
wasn’t controlling my swing at all today and was
very nervous coming down the back nine,” said
the Dutchman.
Meanwhile, World Number Nine Rory McIlroy
bounced back from playing “the worst ever as
a pro” to share twelfth place, thanks to a final
round of 68 (-4) and a finish on 283 and six
under par for the week.
“It was definitely the best I played all week
and it could have been a lot lower,” said McIlroy
who now goes back to his ‘day job’ on the full
European Tour after donating his prize money to
the development of junior golf in Egypt.
“On the back nine, I missed four short ones for
birdie in a row, all inside eight feet, so it could
have been very, very good, but that’s the way it
goes. There was a massive difference between
how I hit the ball on Wednesday in the first
round and how I hit it today so that’s really good.
Wednesday was really bad, it was the worst that
I have ever hit it as a professional, put it that
way.
“Overall I’ve thoroughly enjoyed the trip to
Egypt. The golf course was in fantastic condition
and the hotel resort was excellent.
“It was cool to see the Pyramids even though
it was a short trip but I was the first guy to ever
hit balls at the Pyramids so that was brilliant.
Hopefully I’ll be able to come back one day if it
becomes a European Tour event.”
Egyptian Open final standings
275 (-13) Tullo (Chile)
276 (-12) De Vries (Holland), Murray (Scotland)
278 (-10) Slattery (England)
279 (-9) Jamieson (Scotland), Gagli (Italy), Gaunt
(Australia)
Other scores:
282 (-6) McIlroy (Northern Ireland)
l to r: Mr. Ayman Hussein, chairman of the Egyptian Golf Federation, Eng. Zakaria Makary,
director of Sales and Marketing, Mercedes-Benz Egypt and Rory Mcllroy world #9
STAR EGYPT
33
STAR SPORTS
Mercedes Masters
Takes Egyptian
Tennis Arena by
Storm
STAR EGYPT
34
Mercedes-Benz
hosted the Mercedes Masters, Egyptian
Tennis Challenge for 2010. The
competition took place at Palm Hills
Club, 6th Of October, lasted for four days
as part of the ongoing collaboration
that began four years ago between
Mercedes-Benz Egypt and Palm Aroussy
Tennis Academy at the Palm Club
supporting the sports scene in Egypt.
The competition hosted 85 Egyptian
tennis talents and the lucky winners
were announced in a glamorous
event, where the prizes were handed
under the supervision of Zakaria
Mackary, Director of Sales & Marketing
Mercedes-Benz Egypt, Neyazi Sharabi,
president of Palm Hills Club and
Hassan El Arousy, director of Palm
Aroussy Tennis Academy. The event
was sanctioned by the Egyptian
Tennis Federation (ETF), represented
by Esraa El Sanhoury, chairman of
the ETF, and Dr. Fouad Hakeem,
head of the Pioneers Committee.
The many spectators at the
tournament not only saw some
exciting tennis matches, they were
also treated to the sight of some
excellent automobiles. Players and
compound residents had the chance
to test-drive the newly launched, high
excellence set of 2011 models in an
unforgettable driving experience.
Mackary advised that Mercedes-Benz
Egypt is and will always be keen on
supporting the sports scene in Egypt as
part of the dynamic and healthy lifestyle
that Mercedes-Benz stands for. He also
pointed out that this is only one episode
in an ongoing series of sport-oriented
activities organized by MercedesBenz, such as the MercedesTrophy
that was held at the Stella di Mare
Golf Club in Ein Sokhna, last May.
(r to l) Mr. Arrousy, Mr. Sharabi and Mr. Mackary with
STAR EGYPT
35
STAR ENTERTAINMENT
Star Lounge
Mercedes-Benz
New Year’s Celebration
T
he Fairmont Towers was the scene
of a spectacular New Years Eve
celebration as byGanz in association
with Star Lounge Mercedes-Benz presented
HOLLYWOOD New Year’s Eve 2011.
The Mercedes-Benz E-class coupe was
proudly on display in the lobby but in the
Ballroom itself keeping with the style and
flash of the evening stood the legendary
SLS AMG.
The celebration went on in proper style as
byGanz presented Hollywood as the theme
to this exclusive New Year’s Eve party
STAR EGYPT
36
featuring entertainment by DJ Samba, Toyboys
and Luca G. Tarek Zaki & Diana Hernandez were
also featured as was an open bar, gourmet eats
and free bouchon, the dress code was Hollywood
Star.
Even the bartenders were part of the theme.
They were dressed like the barmen from your
favourite Hollywood movies where the guys
looked just stunning, and do did the barmen at
the Fairmont towers.
The party went on until the early morning
hours as 2011 was welcomed in.
STAR EGYPT
37
STAR SHOWS
STAR EGYPT
38
Star Finance Featured at
Formula Al Ahram Auto Show
The18th Cairo International
Motor Show (Formula Al Ahram 2011)
Opened on 12th of January 2011.
The event took place at the Cairo
International Conference Centre,
(CICC) From 12 to 16 January 2011 with
total area of more than 35,000 square
metres in 11 indoor halls and was visited
by more than 350,000 automobile fans.
Mercedes-Benz played a prominent role
in the event with a large display of models
including dome well know classic cars.
The show is organized by Art Line for
Organising International Exhibitions and
Conferences in cooperation with Al Ahram
Establishment and AMC Promotion, the
organizer of Paris International Motor
show. The event was also supported by
the Egyptian Automobile Manufacturers
Association (EAMA), Egyptian Auto Feeders
Association, (EAFA) and the Automobile
and Touring Club of Egypt (ATCE).
All parts of the Mercedes-Benz customer
base were addressed during the show.
The buyer with a family could visit the
family segment with the GLK 350, the B
160, and the C 180 ESTATE on display,
with the C180 ELEGANCE and the E250
AVANTGRADE displayed nearby. The SUV
fans in the 4X4 hall found a GLK as well.
For those who wanted a souvenir of the
show especially one with a Silver Star on
it a collection of accessories such as key
chains and watches was well patronised
In addition to displaying its wide range
of cars, Mercedes Benz also introduced
a new concept to increase its level of
customer service for Silver Star Customers;
the very special offers launched this year
by STAR Finance. It takes from you just one
visit to our showrooms to learn about, and
meet your requirements. Mercedes-Benz
Egypt continues to build on its success in
the Egyptian market by designing easy
driving their own new Mercedes quickly.
The STAR Finance programmes are
available at Mercedes-Benz show
rooms in Cairo, Giza and Alexandria to
assure each Mercedes-Benz fan and
customer complete ease in reaching
their target of getting the best offers,
services and owning their new MercedesBenz cars with complete enjoyment.
MB lifestyle accessory collection
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STAR FASHION
Mercedes-Benz and Fashion
Mercedes-Benz Egypt
sponsored Fashion Art Cairo, a sneak preview
of the Melez Fashion Festival staged in
Bochum Germany. The show took place at
the German Ambassador’s residence in Cairo
and was hosted by the German Ambassador
H.E. Michael Bock and his wife.
Fashion Art Cairo is an artistic collection by
Egyptian and German designers inspired by the
Bedouin artisan traditions in the South Sinai. The
Bedouin women wear embroidered and beaded
dresses, head coverings belts and accessories
with motifs and vivid colours representing
their individual tribal backgrounds. The
show was organised by Ruhr 2010 European
Capital of Culture, Bochum. In addition to
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Mercedes-Benz and the German Embassy, the
Goethe Institute Cairo, Art director Susanne
Kümperand was also a sponsor among others.
Mercedes -Benz has long associated itself with
fashion and is among the highlights of Berlin
Fashion Week in January 2011 with the shows
organized by the Mercedes-Benz Fashion Week
Berlin at Bebelplatz in the historical heart of Berlin.
This year, The ‘RECOLLECTION QUARTET’ staged
by Mercedes-Benz and MoMu Fashion Museum,
Antwerp, was showcased in line with MercedesBenz Fashion Week Berlin. Together with the
Belgian artist and photographer Frederik Heyman,
four international fashion designers mounted an
exhibition featuring four iconic Mercedes-Benz
models dating from the 1970s to the early 1990s
that still have great appeal today. The exhibition
was on at the paint studio of the Deutsche Oper
opera house’s former stage services company
in Berlin-Mitte. The settings took visitors to the
exhibition back to the era associated with each
car. They reflect the spirit of the time, the prestige
enjoyed by these legendary cars, and their
image as well as that of their typical owners. The
memories and stereotypes they evoke are then
transposed onto the 21st century. With a knowing
smile, the exhibition lineds collective memories of
a bygone age with the fashion and design of today.
STAR ONLINE
Mercedes-Benz Online TV
The website http://www.mercedesbenz.tv is the official Mercedes-Benz
TV channel with the latest reports and
exciting insights into the fascinating
world of Mercedes-Benz. Discover
more about the vehicles, innovation,
technology, fashion, lifestyle and music.
The Drive magazine features the
latest news on vehicles, innovation
and technology from Mercedes-Benz
every two weeks. Click on and view
the films you want to see or download
them for future viewing. Get to know
promising new talents from around
the world with the Mixed Tape
Music Magazine released every eight
weeks. These tracks are available as a
dedicated free download compilation.
Mercedes-Benz TV also features
news from Motorsports, MercedesBenz Fashion Week, Laureus Charity
Events, TV Spots and special reports.
Currently featured is a film describing
the unique Mercedes-Benz Drive
Simulator which will fascinate both
avid drivers and high-technology fans.
http://www.mercedes-benz.tv
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STAR NEWS
Mercedes-Benz Egypt Receives
First Superbrand Award
For many years,
Mercedes-Benz has been the recipient of
the Superbrands award in Germany. This
year, Mercedes-Benz Egypt had the honour
of receiving its first Superbrand award
This International Award was established
in 1995 and that Merceds-Benz Egypt is very
proud to join the prestigious list of the other
International Award winners, which include other
well-known German companies like Deutsche
Bank, Lufthansa, Adidas and also personalities
like Boris Becker and Franz Beckenbauer.
Mercedes-Benz Egypt CEO, Mike Nolte
accepted the award at a special tribute ceremony
held at the First Mall adjacent to the Four
Seasons at the First Residence Hotel in Giza.
The Superbrands organisation is acclaimed
worldwide as being an independent authority and
arbiter of branding excellence and is committed to
paying tribute to exceptional brands and promoting
the discipline of branding. The work they do at
Superbrands is recognised through their books,
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Events and Awards programmes, internet sites,
research and through significant international
media and PR coverage in newspapers,
magazines and on television and radio.
The Superbrands Council in each country
is comprised of individuals who have shown
exceptional aptitude in business and who have
(Left) Hany Badr, Marketing senior manager, Mercedes-Benz Egypt; Mike Nolte, CEO
Mercedes-Benz Egypt and Mike English, Director-Superbrands Middle East
a thorough knowledge of that particular
country’s markets and methods of business.
The Superbrands Council members are
asked to score brands from a list provided by
researchers which lists all brands available in
the country that are widely available and the
scoring is tabulated to result in the top scoring
brands being designated as Superbrands.
The Superbrands are then notified of their
status as Superbrands and are invited to take
part in the Superbrands book and Tribute
Event. All Superbrands, regardless of whether
they participate in the book or not, are awarded
the Superbrands trophy. Participating brands
receive their award at the Tribute Event.
The Tribute Event is a high profile,
premier marketing occasion attended by the
media which provides considerable media
Becken Bauer
exposure for the Superbrands members.
Superbrands events are attended by
representatives from all the Superbrands
and what is probably the largest collection
of senior brand guardians, including
Chief Executives and Managing Directors,
at any event in the calendar year.
To be voted as a Superbrands by our
independent Council is a powerful endorsement
and evidence for existing customers, potential
customers, the media, suppliers, investors and
employees of a given brand’s exceptional status.
The Council comprises some of Egypt’s most
eminent media and communications executives,
along with some of the sharpest business
minds in the country. Here, they each share
their deep appreciation of what constitutes that
rare and so valuable thing as a Superbrand.
Boris Becker
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STAR SERVICE
The New Vehicle Logistic
Center from Mercedes-Benz:
Setting the standards in Egypt
Mercedes-Benz
has celebrated the official opening
of its new Vehicle Logistics Centre
(VLC) for Mercedes-Benz passenger
cars in Egypt during the honourable
presence of Mr. Peter Alexander Trettin,
President Daimler AG Central & Eastern
Europe, Africa and Asia (DCAA),
Mr. Karim Samy Saad, Chairman of
the Egyptian German Automotive
(EGA), officials and partners of the
Mercedes-Benz family in Egypt. The
Vehicle Logistic Centre’s main role
is to further insure the highest standards in
the Pre-Delivery Inspection (PDI) process for
Mercedes-Benz vehicles thus maintaining the
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superior quality of Mercedes-Benz vehicles.
Located in 6th of October over a total area of
17070m2, the Vehicle logistic center consists of a
PDI center with nine bays for washing polishing/
Mr. Peter Trettin, President Daimler DCAA; Eng. Karim Sami Saad, President of EGA; Mr. Mike Nolte, CEO Mercedes-Benz Egypt;
Eng. Zakaria Mackary, Director of Sales & Marketing Mercedes-Benz Egypt; Mr. Bernhard Buchner, Director of After Sales MercedesBenz Egypt; Mr Micheal Papastefano, General manager of National Automotive company (NATCO) during the opening ceremony of
Mercedes-Benz vehicle logistic centre
cleaning, technical inspections
and final phase Inspection in
addition to a massive parking
and storage area to be a central
warehouse with a massive parking
area that can handle up to 470
cars for maximum protection and
control of Mercedes-Benz vehicles.
The centre employs a team from
amongst the top professional
experts and incorporates the
best of modern technology to
deliver a distinctive service and
accordingly continues building
on its promise to their customers
“The Best or Nothing”.
Pre-dilevery inspection (PDI) centre
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STAR TECHNOLOGY
Mercedes-Benz to prove
F- Cell technology with first trip
around the world with fuel
cell-powered electric vehicles
At the end of January
Mercedes-Benz gave the starter’s signal for
what until now is an unparalleled long-distance
journey; the F-CELL World Drive. MercedesBenz will circumnavigate the world with the first
series-produced fuel cell vehicle, the B-Class
F-CELL. The aim of the F-CELL World Drive is
to demonstrate the efficiency and suitability
for everyday use of fuel cell technology, and at
the same time campaign for the development
of a global hydrogen filling station network.
To demonstrate the technical maturity of the
B-Class F-CELL which currently already enables
local emission-free driving in everyday use as
well as on long distances. Having started on 30
January, the journey will last 125 days, driving
through four continents and the widest variety of
climate zones as well as an equally diverse mixture
of routes, ranging from asphalt streets to unpaved
roads. “With this unique circumnavigation of
the world we are emphasizing the high level of
technical maturity of our electric vehicles with fuel
cells. Such an undertaking would not be possible,
using purely battery-powered electric vehicles.”,
explained Dr. Thomas Weber, Member of the Board
of Management of Daimler AG responsible for
Group Research and Development Mercedes-Benz
Cars. “Today, as with the invention of automobile
125 years ago, the issue of a corresponding
fueling infrastructure arises. But I am confident
that together with all of the parties involved we
will find a solution that enables us to fully exploit
the tremendous potential of this technology.”
The exceptional long-distance journey will take
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the fuel cell vehicles through 14 countries: from
southern Europe, through France, Spain and
Portugal, the cars will continue on to North
America, where they will drive through both
the USA as well as Canada. After crossing
Australia the cars will reach the continent of
Asia. From China they will then pass through
Kazakhstan, Russia and finally northern
Europe, until the tour will return to Stuttgart
at the beginning of June, where the 125-day
round-the-world tour will come to an end.
Around the world with hydrogen
The B-Class F-CELL combines a high, emissionfree range of around 400 km with short refilling
times and as such is highly suitable for both
everyday use in urban areas as well as longer
journeys. At the heart of the B-Class F-CELL is
the new-generation electric drive system powered
by a fuel cell, which is compact, powerful, safe
and fully suited to everyday use. The fuel cell
generates the electrical power on board from a
chemical reaction between oxygen and hydrogen.
Mercedes-Benz has adopted an ingenious
approach to the lack of hydrogen filling stations
on the route: acting as the exclusive supplier
for the provision of hydrogen is the project
partner Linde AG, which is able to guarantee
a reliable supply thanks to its sites and
subsidiaries located throughout the world. On
remote routes a tank vehicle, which has been
specially developed for the tour in cooperation
with Linde AG, will be on hand to supply the
fuel cell vehicles with the necessary hydrogen.
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STAR SPORTS
STAR CARE signs a new partnership agreement
with World Food Program to support Child
Education and Nutrition in Assiut
Mr. Nolte (L), Mr. Bordignon (R)
S
tar Care Egypt, founded by Mercedes–Benz
passenger cars group in Egypt signed a new
partnership agreement with the United Nations
World Food Program to provide school meals to vulnerable children in community based schools in Assiut, Upper Egypt.
The 800,000 Egyptian Pounds ($150,000 dollars)
contribution by Star Care Egypt will be used to purchase a daily nutritous school meal to fight short-term
hunger and increase the cognitive capacity of targeted
children, in addition to a monthly take-home ration of
10 kg of rice for their family, subject to a school attendance rate of 80%. The take-home rations are an incentive for poorer families, to further encourage them
to send their children to school regularly. This project
is part of the Star Care strategy to also reduce child
labor in Egypt through the Food-for-education initiative by providing good and healthy food for children
at school, which enables their families to keep the
children in school instead of sending them to work on
farms or in factories to support the family household
income. By enabling these families to maintain their
children in school, the school children gain a high
focus and probability to obtain a proper education,
which consequently will reduce further child labor.
“The WFP Food-For-Education activities are part of
a wider 5-year Country Program which aims to enhance the nutritional status of women and children,”
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said Gianpietro Bordignon, WFP Egypt Representative and Country Director. “The distributed snack is
fortified with all the necessary vitamins and iron, addressing around 25 percent of the child’s nutritional
daily needs, while the take-home rations act as a
conditional cash transfer, constituting about 20 percent of the family’s monthly expenditure on food,” he
added. The project will benefit approximately 2000
children who attend 80 community schools in the vulnerable district of Manfalut in Assiut, and the takehome ration directly benefits around 10,000 of their
family members.
Mike Nolte, CEO of Mercedes-Benz Egypt and Managing Director of Star Care organization in Egypt,
highlighted that this project reflects the core philosophy of Star Care and “represents a perfect addition
to our other ongoing children support programs in
Egypt, underlining the strong commitment of Star
Care Egypt to improve health and education for less
privileged children in Egypt,” he said. “We are very
proud and excited about our new partnership with
WFP to ensure the continuous success of this important support program for children in need.”
The project ultimately supports the Government’s
efforts to improve the quality of education by 2015,
in line with the United Nations Millennium Development Goals.
“STAR CARE” delivers the 2nd Mercedes-Benz
vehicle to Children Cancer Hospital 57357 as
part of its Home Care Service initiative.
“STAR CAR” members with the management team of children cancer hospital 57357
“We
know that there are many challenges in treating young children
with cancer, we want to help make
sure that transportation isn’t one of them”. This quote
was part of a speech delivered on the 13th of January 2007 by Dr. Dieter Zetsche, Chairman of Daimler
AG, in Cairo during the augmentation of Star Care
Egypt, which was founded by the Mercedes-Benz car
group in Egypt aiming to support children in need
anywhere and in any way
Consequently, Star Care has now already delivered the second Mercedes-Benz A-Class vehicle to
the Children Cancer Hospital 57357 as part of its
Home Care Service initiative, which was developed
and launched by Star Care Egypt back in 2008. Home
Care is a service aiming to help children being treated for cancer, the first such home care service in
Egypt, by visiting and treating children with cancer
at home. The two Mercedes-Benz A-Class cars which
that were provided and funded by Star Care Egypt are
equipped from the cancer hospital with the required
medical instruments and medications, and a nurse
experienced in pediatric oncology, to visit children
in their homes and provide the necessary treatment.
After the first year of service, an average of eight children were visited and treated at their homes every
day, over 150 per month!
The Objectives of the project is to reduce the days
of hospitalization, improve the prevention of infection
at home, educate the family on how to manage the
patient, apply infusion therapy and blood control, offer diet advice and provide pain treatment in the terminal stage. Building on its success, this project will
extend to more hospitals and institutions in order to
care for and treat children with medical, social, psychological, mental or other problems at their homes
wherever they are in Egypt.
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Sales Network