Mercedes-Benz Vans are making an unprecedented move in their plan to promote the Vito Sport as a perfect match for keen mountain bikers. They are taking a huge step away from their traditional advertising strategy to work to engage with customers rather than just “talking at them”. This is part of a broad strategy encompassing PR, digital media, events and promotions, alongside a sports sponsorship deal.
The sponsorship deal with leading mountain bike race team, Team Ashton Diamondback ensures the Vito Sport is visible at mountain biking events, allowing customers to see and feel the vehicle within an environment in which they are comfortable (as opposed to the traditional car showroom). Mercedes-Benz Vans stated in a press release that they feel that moving away from more aggressive advertising techniques and employing more experiential methods is in keeping with how this specialist and affluent market prefer to be approached.