New production cars and concept vehicles were not the only products Mercedes-Benz launched at this year’s Frankfurt Motor Show. The German automaker also used the event to inaugurate its own digital radio station.
Mercedes’ radio station broadcasts 24 hours a day with a fixed program schedule and editorial content. It can be received with an app for tablets and mobile devices, a web player for at home and on the road, or with the latest generation of the Command Online multimedia system inside its vehicles.
The radio station is available in the new Mercedes-Benz GLA, with further models featuring the latest generation of Command Online to follow. So where did the idea of a Mercedes-Benz radio station come from?
“We have long been serving the many digital channels and platforms with exciting international contents. So it is only logical for us to extend our offer with a digital audio format of our own,” said Lüder Fromm, Head of Global Marketing Communications Mercedes Benz Cars.
He added that the station is aimed especially at Mercedes’ young customers that own one of the brand’s new compact, front-wheel drive models – A-Class, CLA, GLA. “The always-on generation uses Mercedes-Benz Radio as an additional channel to get information about our brand and brand world,” Fromm said.
Exclusively in English, Mercedes-Benz Radio’s program mixes “high-quality editorial brand contents, sophisticated music and contents deriving from cooperation with selected partners.”
The radio station will present Mercedes’ products “in an editorial form”, as well as cover topics regarding travel, culture, sports, fashion and lifestyle. As for the music, it’s not mainstream, but a combination of recent songs no more than two or three years old and mixed tape compilations from young artists.
By Dan Mihalascu
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