The Ultimate Mercedes Benz Experience

The ultimate Mercedes-Benz experience offers a day out with a difference

Mercedes-Benz World, the new multi-million pound brand experience centre being developed at the historic Brooklands racing circuit in Weybridge, Surrey, will be open to the public at the end of October. It will offer the ultimate Mercedes-Benz experience to those looking for a day out with a difference.

Visitors to Mercedes-Benz World will enter an experiential and interactive world that immerses them in the passion, heritage, values and innovation of the Mercedes-Benz brand.

Not only will visitors be able to see every car and every colour in the range, but they’ll also be able to book driving experiences on the handling circuits (including a wet skid circle and a 10-acre off road course); experience what it’s like to ‘be’ a C-Class on its journey of creation through the factory in a simulated ride and hear the fascinating stories that have placed Mercedes-Benz at the cutting edge of motoring and motor racing history.

There’ll also be a five star restaurant, a café, boutiques, and a dedicated ‘kids zone’ including safe, supervised and fun activities such as an interactive problem solving lab. Children over 1.5 metres tall will be able to try their hand behind the wheel of a funky smart fortwo - the iconic city car. Those wanting to extend their visit can take a walk in the country park surrounding the site or, take in a trip to the Brooklands Museum - the spiritual home of British motor racing and aviation.

A brand day out at Mercedes-Benz World When Mercedes-Benz World opens to the public in October 2006 it joins other companies which have taken their brands beyond the product and into ‘experiences’. According to Peter O’Halloran, managing director of Mercedes-Benz World: "Any product can make an ad, but not every brand can magnetize a destination."

And it is the ‘destination’ where Mercedes-Benz World is sited in the UK which adds to the richness of the stories that will attract the 300,000 visitors expected each year. The 155 acre Mercedes-Benz World site is surrounded by the history of the Brooklands racing circuit.

Brooklands was the very first racing circuit built in the UK in 1907 and the track has witnessed some of the most significant moments in motor racing history including Mercedes winning the first race, the first world land speed record in 1909 and the fastest flying mile in a modified ‘Lightning’ Benz in 1913.

O’Halloran continues: "It is the perfect site for the brand. Brooklands and Mercedes-Benz are intrinsically linked through history - Mercedes-Benz World will re-ignite this connection and bring many significant moments from motoring and aviation history to a much wider audience. This will be the start of the next 100 years at Brooklands."

But Mercedes-Benz World is not just about nostalgia, it’s far more immersive than that. As O’Halloran says: "You can’t have an experience without being involved in some way - and it’s the involvement that sets this latest Mercedes-Benz experience centre apart from the large showrooms of other car marques."

O’Halloran states that: "Mercedes-Benz World is not just a cathedral for Mercedes-Benz cars. It has 2.5 km of handling circuits, a wet skid pan and a 10-acre off road course which will be used for visitors looking for a driving experience through to customers wanting to test out a variety of models."

Once you’ve seen every car and every colour in the range and booked a driving experience to test your skills to the limit, the young and the young-at-heart will be drawn to the series of educational and interactive attractions. A state-of-the-art cinema will start visitors off on their journey of discovery with fascinating stories of Mercedes-Benz and how they lead the way at the cutting edge of motoring and motor racing history.

‘The Lab’ allows visitors to tackle the challenges faced by the pioneers. In the early years cars used more water than fuel in a bid to keep cool - in ‘The Lab’ you will be asked how you would solve the problem; carry more water, build water stations or invent the honeycomb radiator?

Visitors can also experience what it’s like to ‘be’ a C-Class on its journey of creation through the factory in a simulated 3D ride. You will feel every stage of production as the robots build, bolt, spray and finally roll you off the production line!

Of course, a major visitor attraction would not be complete without restaurants, cafés and shops - and Mercedes-Benz World will offer a choice of outlets for dining and retail therapy.

This is of course a significant investment for Mercedes-Benz. O’Halloran comments that many brands are talking about experiential marketing but not many are truly delivering it. He says: "Experiences create far more of an emotional engagement with customers than other forms of marketing - we will be able to offer the ultimate Mercedes-Benz experience at Mercedes-Benz World - one where visitors can fully immerse themselves in the passion, heritage, values and innovation of the brand.

"The motor car has changed our lives since it was invented by Karl Benz 120 years ago. Mercedes-Benz World at Brooklands is another automotive milestone that allows visitors to engage with the automobile past, present and future in a unique, interactive and entertaining fashion. I call it autotainment!"

Mercedes-Benz World will be open daily from 10am to 7pm and admission is free. There will be additional charges for the Driving Experience packages and entry to the adjacent Brooklands Museum. For more information on Mercedes-Benz World call 0870 400 4000 or visit www.mercedes-benzworld.co.uk

The ultimate Mercedes-Benz experience offers a day out with a difference

Mercedes-Benz World, the new multi-million pound brand experience centre being developed at the historic Brooklands racing circuit in Weybridge, Surrey, will be open to the public at the end of October. It will offer the ultimate Mercedes-Benz experience to those looking for a day out with a difference.

Visitors to Mercedes-Benz World will enter an experiential and interactive world that immerses them in the passion, heritage, values and innovation of the Mercedes-Benz brand.

Not only will visitors be able to see every car and every colour in the range, but they’ll also be able to book driving experiences on the handling circuits (including a wet skid circle and a 10-acre off road course); experience what it’s like to ‘be’ a C-Class on its journey of creation through the factory in a simulated ride and hear the fascinating stories that have placed Mercedes-Benz at the cutting edge of motoring and motor racing history.

There’ll also be a five star restaurant, a café, boutiques, and a dedicated ‘kids zone’ including safe, supervised and fun activities such as an interactive problem solving lab. Children over 1.5 metres tall will be able to try their hand behind the wheel of a funky smart fortwo - the iconic city car. Those wanting to extend their visit can take a walk in the country park surrounding the site or, take in a trip to the Brooklands Museum - the spiritual home of British motor racing and aviation.

A brand day out at Mercedes-Benz World When Mercedes-Benz World opens to the public in October 2006 it joins other companies which have taken their brands beyond the product and into ‘experiences’. According to Peter O’Halloran, managing director of Mercedes-Benz World: "Any product can make an ad, but not every brand can magnetize a destination."

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