Because young car buyers don’t come to the showroom anymore, we had to pick them up where they prefer to be. Coming along the new B-Class. That’s why we took the showroom on the road: to highly frequented city center squares, shopping centers and amusement parks. We provided the concept, advice and service for the dealers from initial planning to implementation. An intelligent, modular event set-up and trained promoters with an affinity for the brand ensured a showroom feeling. A guide was also provided so that dealers could create their own event. The results: tens of thousands of interested people, thousands of spontaneous test drives, a large number of qualified addresses. And a new standard of customer appeal for Mercedes-Benz. This was followed by the introduction of further models.