Mercedes-Benz India’s new launch is unlike anything the company has done before. The engineering driving the product is a curious mix of printed ink and paper.
Last week, the company launched its international magazine, Mercedesmagazine, in India. The quarterly will give a sneak peek into the world of Mercedes and the lifestyles of its owners. “Mercedesmagazine is a pure lifestyle magazine. Mercedes owners are characterized by their global lifestyle, their appreciation of the fine things in life and their enduring quest for excellence and perfection,” says Wilfried Aulbur, managing director and chief executive of Mercedes-Benz India. “It will cover celebrities, fashion, high living, exotic travel destinations, fine dining and art.” There will also be a special section dedicated to Mercedes-Benz, with features on the history and heritage of the company, its production and future technology.
Photo: Pradeep Gaur/Mint
The magazine is for private circulation only. It will be available to Mercedez-Benz’s clientele in India and to pre-selected individuals whom the firm sees as Mercedez owners in the future. It would also be available at dealerships as takeaway for the customers.
One-fifth of the magazine will be dedicated to local content. “Mercedesmagazine connects well with the Mercedes-Benz India philosophy of living luxury the smart way,” says Aulbur. The magazine is printed on a non-wood-based paper. “The use of non-wood paper has drawn attention for its environment-friendly feature, which does not depend on forest resources,” Aulbur says.
The first issue has already seen a print run of 15,000 copies. “India, being the new upcoming destination, has an expansive customer base of more than 15,000 customers and pre-selected individuals,” he says. “It’s a natural choice for the 55th year of the magazine’s publication.”