The Mercedes-Benz A-Class made a dramatic Canadian debut at Toronto’s REBEL nightclub on November 14. The unique launch event took guests on an exhilarating journey that recreated a day spent behind the wheel of an A-Class, and was inspired by the cutting-edge infotainment system that is making its debut in the model: Mercedes-Benz User Experience (MBUX).
The theme for the event was “Hey Mercedes, Set the Mood” – a nod to the A-Class’s highly customizable features and ability to help the driver make the most of every moment of the day. Over the course of the evening, guests experienced four distinct moods – Up & At It, City Hustle, Escape the City, and Night Drive – each of which delivered a fully immersive sensory experience complete with sights, sounds, and a menu that was carefully crafted to match the ambiance.
The transition between each mood was scripted to mimic an interaction between MBUX and a driver, which underscored the theme’s connection to the new infotainment system as well as the A-Class. “Hey Mercedes” is the verbal prompt to activate voice control for the advanced, voice-activated MBUX infotainment system. Each transition was cued up with a voice saying “Hey Mercedes, Set the Mood,” which prompted every screen in the venue to update, immediately transforming the entire look and feel of the venue for the more than 2,000 guests in attendance. The impactful use of REBEL’s digital screens was another effect that was designed to mimic the A-Class, whose interior features a digital cockpit that spans the entire width of the vehicle without visual interruption.
Prior to the dramatic reveal of the A-Class, a five metre tall 3D screen displayed oversized dynamic visuals, surrounding party-goers with images that helped to create the right ambiance to suit each mood. Between the third and fourth moods, the screen disappeared in a dramatic Kabuki drop, revealing the vehicle everyone had come to see: the new Mercedes-Benz A-Class.
“The A-Class redefines luxury in the compact class with a mix of beautiful design, a luxurious and spacious interior, and MBUX – our completely new, cutting-edge infotainment system,” says Brian D. Fulton, President & CEO, Mercedes-Benz Canada. “We have become accustomed to constant connectivity and personalized experiences. In the A-Class we’re bringing those capabilities to personal mobility. With this exciting entry in the compact class, we hope to welcome a new generation of Canadian drivers to the Mercedes-Benz family.”
See photos and video from the Canadian Premiere of the A-Class here: https://media.mercedes-benz.ca/releases/the-new-mercedes-benz-a-class-makes-its-canadian-debut.