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Mercedes wants to be the luxury car for women

Mercedes-Benz wants to bring more women into the the fold, and it's launching a very different type of online vehicle configurator in Germany by the end of the year in hopes of growing appeal among female buyers. The new website is just one part of the company's new advertising campaign called "She's Mercedes" that launches at the Frankfurt Motor Show. It's set to appear in other markets around the world in 2016. Although according to company spokesperson Tobias Mueller to Autoblog, "MBUSA has no immediate plans to extend this strategy in the US." Mercedes believes the huge number of options on its models can be overwhelming, and the company's new "lifestyle configurator" is supposed to offer an alternative. With this solution customers select their preferences to questions about travel, music, activities, and more. The automaker then uses an algorithm to offer several pre-equipped vehicles that meet those criteria best. Although, obviously the traditional configurator is still available for women wanting the more direct approach. "In future we want to win them over for our brand to an even greater extent than before – with tailor-made measures, developed especially for women," said Dr. Jens Thiemer, Mercedes' head of marketing. In addition to the lifestyle configurator, Mercedes is hoping to grow its female buyers in other ways. It's launching a She's Mercedes magazine and website in Germany in September to further get the message out about the campaign. Beyond just a tweaked marketing message, the company wants to hire more women for the sales staff at dealers, too. "Best Customer Experience" – She's Mercedes and lifestyle configurator: Mercedes-Benz – individual and up close and personal to female and male customers alike Stuttgart, Sep 12, 2015 Stuttgart. In keeping with the sales and marketing strategy "Best Customer Experience", Mercedes-Benz is bringing the needs and wishes of women even more sharply into focus. The inspiration platform "She's Mercedes", which is starting in parallel with the International Motor Show in Frankfurt (IAA), is at the heart of the new, holistic initiative. With innovative event and information offers, Mercedes-Benz wants to enter a more intensive dialogue with women and significantly increase the brand's attractiveness for this target group.

Smart brand might be doomed

Reports are painting a less than rosy picture of the Smart brand's future. The Daimler-owned carmaker is going fully electric in 2020, but that might not be enough to keep it alive for long. Inside sources, quoted by Automobile Magazine, are saying Renault is likely to pull out of the partnership that created the current Smart ForTwo/Renault Twingo pairing introduced in 2014. The two rear-engined cars share a platform, and when the current Twingo is done for, Renault might want to part ways. In addition, Mercedes isn't willing to prop up Smart on its own, and there is a possibility that the entire Smart brand could be shuttered by 2026. A previous joint venture was the ForFour hatch co-developed with Mitsubishi, and despite the ForFour name living on in the current generation rear-engined car, the earlier FWD hatchback has quickly been forgotten. Not long ago, Smart presented its Forease open-top concept to give customers a glimpse of what future Smart cars would look like, but at its heart the Forease was still a current Smart dressed up with concept car details. The next-generation Mercedes-Benz A-Class is to be signed off in 2021 for a 2025 introduction, and it can be underpinned by a more flexible, fully scalable platform that could also serve to support a new entry-level Mercedes-Benz vehicle that could render the separate Smart brand pointless. Then there's Geely, who now owns nearly 10 percent of Daimler, and who is partnering with Daimler to launch a new "premium" ride-hailing venture in China. As Geely develops its mobility solutions, it is likely to keep an eye on Smart: Smart cars have been car-sharing staples around the world for quite a while, from users such as Car2Go. Automobile Magazine says that if a Smart is co-developed with Geely, it might suit the Chinese market well, but a global business case might be challenging. In any case, if Smart wants to survive beyond the current Renault partnership, the new model should be agreed upon quickly, and it must be based on a platform flexible enough to support full electric drive. Reportedly, there are now ongoing feasibility studies for a fully electric Daimler "U-Class," which would include a Smart-like three or five-door hatch with two wheelbase options, a ride-sharing shuttle with autonomous capabilities, and an urban delivery panel van. But Smart must justify itself for the upcoming decades, or the future Daimler products that occupy its niche will be wearing a three-pointed star instead.

Daily Driver: 2016 Mercedes-Maybach S600

Daily Driver videos are micro-reviews of vehicles in the Autoblog press fleet, featuring impressions from the staffers that drive them every day. Today's Daily Driver features the 2016 Mercedes-Maybach S600, reviewed by Adam Morath and Greg Migliore. You can watch the video above or read a transcript below. Watch more Autoblog videos at /videos. VIDEO TRANSCRIPTAdam: [00:00:03] Hi, I'm Adam Morath for Autoblog and I busted out the bowtie for today's Daily Driver because we are in a 2016 Mercedes-Maybach S600. Now, this is like the S-Class on caviar. They've taken one of the most refined vehicles in the world, dropped a V12 under the hood and added tons of content, but it's also one of the rare examples where the best place for review the car is not from the drivers' seat. I'm going to kick it back to my associate, [00:30:00] Greg Migliore to tell you a little bit more about this car.Greg: All right, well thanks, Adam. It's really great to be rolling around in Birmingham with my footmen... I mean co-worker, Adam. I'm in the back of the S600 here. This Maybach is spectacular in so many ways back here. I'm really up to my elbows, up to my waist in heated leather. Everything here is heated. It's a really, really, bespoke setting. Now, it's almost 3:00. I think, you know, happy hour is near. I could go for a drink. [00:01:00] The Maybach has you covered. Pop this right down, you're going to pull this out right here where my liquor is chilling and there is a nice faster right here in the center console where you can put your goblet down and these prongs stick out and wrap around the stem of the base, so you know, if Adam hits a bump here, hey, I'm cool, it's no problem. Now, while I'm back here, there's so many things I can do. There's a tablet in front of me. [00:01:30] There's a remote control, light very aerodynamic if there is such a thing for a remote. I'm going to tune up the radio here, put on some, I think I'll tune up the symphony hall, because that is what is appropriate in this vehicle. I can also queue up a massage if I would like. All jokes aside though. The Maybach is big business for Mercedes. They brought this name back recently because there's a different sort of value than just a standard S class and that actually allows them to capitalize [00:02:00] on a pretty lucrative market. It starts at about $190 and I can tell you for sure this is not an entry level car, so I'm sure we're looking at over $200, in that range, but you get a lot.