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Sales Network<br />
STAR LETTERS<br />
Cairo National Network<br />
1025, Corniche El Nile, Fom<br />
El Khalig. Tel: 23640180<br />
Ring Road, 3rd District, New<br />
Cairo. Tel.: 0176401000<br />
You can find out more about <strong>Mercedes</strong>-<strong>Benz</strong> products and services in Egypt on our website<br />
www.mercedes-benz.com.eg or contact our call centre 16362<br />
or at any of <strong>the</strong> following authorized dealers :<br />
Giza National Au<strong>to</strong>motive<br />
1, Tahrir St., Dokki.<br />
Tel: 33363806<br />
134, El Nile St., Agouza.<br />
Tel: 37492567<br />
Dear Readers,<br />
������������������������������������������������������������������������������������������<br />
��������������������������������������������������������������������������������������������������<br />
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����������������������������������������������������������������������������<br />
Sincerely,<br />
Mike Nolte<br />
CEO<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt S.A.E<br />
Alexandria National Au<strong>to</strong>motive<br />
Cairo – Alexandria<br />
Agricultural Rd., Semouha.<br />
Tel: (03) 4248745<br />
91, 26 July St., El Raml<br />
Area. Tel: (03) 4833333<br />
After Sales Network<br />
Cairo National Au<strong>to</strong>motive<br />
1025, Corniche El Nile,<br />
Fom El Khalig. Tel: 23640180<br />
Ring Road, 3rd District, New<br />
Cairo. Tel.: 0176401000<br />
Giza National Au<strong>to</strong>motive<br />
1, Tahrir St., Dokki. Tel: 33363806
Dear Readers,<br />
��������������������������������������������������������������������������������������<br />
�����������������������������������������������������������������������������������������<br />
��������������������������������������������������������������<br />
������������������� ��������� �������������� ������������������� ��� ��������������������<br />
���������������������������������������������������������������������������������������<br />
���������������������������������������������������������������������������������������<br />
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������������� ��� ����� ��� ������ ����� ����� ����� ������� ��� ���� ������ ����������� � ��� ������<br />
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����������������������������������������������������������������������������������<br />
������������������������������������<br />
�������������� ������ ��� ���������� ��� ��������� ��� ����� �������������� ����� ����� ����<br />
�����������������������������������������������������������������<br />
Wishing you joyful read<br />
Zakaria Mackary<br />
Direc<strong>to</strong>r of Sales & Marketing<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt S.A.E<br />
Alexandria National Au<strong>to</strong>motive<br />
Cairo – Alexandria Agricultural<br />
Rd., Semouha.<br />
Tel: (03) 4248745<br />
German Au<strong>to</strong> Service<br />
Km 18, Cairo-Ismaillia<br />
Road. Tel: 26982286<br />
Maadi Engineering Car Co.<br />
14, Road 9, Maadi, Cairo. Tel: 23782186<br />
Engineering Car Co. Pyramids (ECCP)<br />
Smart Village Road, Abou Rawash,<br />
off Cairo-Alex Desert<br />
Road Tel: 35390925<br />
Star Egypt Summer 2011<br />
Published by: <strong>Mercedes</strong>-<strong>Benz</strong> Egypt S.A.E<br />
Editing, design and production by:<br />
Professional Publishing & Promotion<br />
Tel: +02 3336 9256 or +02 3336 4157<br />
Fax: +02 3336 4157. Email: sports_he@yahoo.com<br />
Copyright © 2011 <strong>Mercedes</strong>-<strong>Benz</strong> in Egypt. All rights reserved. The<br />
text, images and graphics in this publication and <strong>the</strong>ir arrangement<br />
are all subject <strong>to</strong> copyright and o<strong>the</strong>r intellectual property protection.<br />
These objects may not copied for commercial use or distribution,<br />
nor may <strong>the</strong>se objects be modified or utilized for o<strong>the</strong>r purposes .
STAR CONTENTS<br />
STAR EGYPT<br />
STAR EGYPT 6<br />
16<br />
24 2<br />
Heritage<br />
125 5 year ye<br />
commemorative commemorative stamp s<br />
and d co coin<br />
26<br />
Advertising <strong>the</strong> New<br />
2CLS CLS<br />
An integrated integ<br />
campaign mpaig<br />
30<br />
<strong>Mercedes</strong> Trophy<br />
3Golfers Golfers compete in<br />
Stuttgart Stuttgar<br />
8<br />
125 Years<br />
<strong>Mercedes</strong> and <strong>the</strong><br />
au<strong>to</strong>mobile celebrate<br />
A New Generation of<br />
C-Class<br />
A class ahead ahea<br />
18C-Cla<br />
28<br />
Andreas Bocelli<br />
Spectacular at <strong>the</strong><br />
Pyramids<br />
32<br />
Golf’s Egyptian Open<br />
Top European golfers<br />
compete<br />
The SLK Roadster<br />
Passion, style and innovation
34 36<br />
38<br />
1<br />
<strong>Mercedes</strong> Masters<br />
3Tennis Tennis at its best<br />
Formula Al Ahram<br />
3Egypt’s Egypt’s premier au<strong>to</strong><br />
show<br />
42<br />
Super Brands Award<br />
4prestigious A prestigious honour<br />
for <strong>Mercedes</strong>-<strong>Benz</strong><br />
<strong>Mercedes</strong>-Be<br />
46<br />
The B-Class F-<strong>Cell</strong><br />
4ew New <strong>technology</strong> taken take<br />
on <strong>the</strong><br />
road<br />
Star Lounge<br />
A super New Year’s Year<br />
Eve party p<br />
<strong>Mercedes</strong>-<strong>Benz</strong> and<br />
Fashion<br />
Shows ows in Berlin and Cairo<br />
40Fashion<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Online<br />
A website TV show<br />
Vehicle Logistics<br />
Centre<br />
Improving cus<strong>to</strong>mer cus<strong>to</strong>me<br />
service servic<br />
44Centr<br />
48<br />
Star Care<br />
Community social socia<br />
responsibility ponsibility<br />
STAR CONTENTS<br />
STAR EGYPT<br />
STAR EGYPT 7
STAR EGYPT 8<br />
STAR HISTORY<br />
122<br />
“Inven<strong>to</strong>rs of <strong>the</strong> au<strong>to</strong>mobile.<br />
Since 1886!”<br />
<strong>Mercedes</strong>-<strong>Benz</strong> anniversary campaign <strong>to</strong> launch<br />
<strong>the</strong> 125th birthday of <strong>the</strong> au<strong>to</strong>mobile<br />
“The love of inventing never dies” from <strong>the</strong> <strong>Benz</strong> Patent-Mo<strong>to</strong>rwagen <strong>to</strong> <strong>the</strong> reinvention of <strong>the</strong> mo<strong>to</strong>r car<br />
It was on 29 January 1886 that Carl <strong>Benz</strong> filed an application in Berlin for a patent on his three-wheeled<br />
mo<strong>to</strong>r car. Ever since, that day has been considered <strong>the</strong> official birthday of <strong>the</strong> mo<strong>to</strong>r car, which, in 2011,<br />
celebrates its 125th anniversary. At <strong>the</strong> same time as <strong>Benz</strong>, Gottlieb Daimler was developing <strong>the</strong> <strong>first</strong> fourwheeled<br />
mo<strong>to</strong>r car. In this way, working independently of each o<strong>the</strong>r, <strong>the</strong> founding fa<strong>the</strong>rs of <strong>to</strong>day’s Daimler<br />
AG and its globally successful <strong>Mercedes</strong>-<strong>Benz</strong> core brand laid <strong>the</strong> foundation s<strong>to</strong>ne for all present-day<br />
passenger cars, commercial vehicles and buses. The company that invented <strong>the</strong> mo<strong>to</strong>r car has since that time<br />
gone on <strong>to</strong> shape its development more diversely and enduringly than any o<strong>the</strong>r mo<strong>to</strong>r vehicle manufacturer<br />
- in all relevant areas, from drive <strong>technology</strong> <strong>to</strong> comfort and safety through <strong>to</strong> design.
Innovation<br />
Innovation has always been <strong>the</strong> key <strong>to</strong> success<br />
for a car manufacturer and is set <strong>to</strong> become even<br />
more important in future. Without <strong>the</strong> courage<br />
<strong>to</strong> go in search of new ideas, <strong>the</strong>re would be<br />
no mo<strong>to</strong>r car; and <strong>with</strong>out innovation, <strong>the</strong>re<br />
would be no progress. <strong>Mercedes</strong>-<strong>Benz</strong>, <strong>the</strong><br />
inven<strong>to</strong>r of <strong>the</strong> mo<strong>to</strong>r car, has always pressed<br />
ahead vigorously <strong>with</strong> <strong>the</strong> development of<br />
that mode of transport. For instance, <strong>the</strong><br />
company has repeatedly underpinned its claim<br />
<strong>to</strong> technological leadership <strong>with</strong> over 80,000<br />
patent applications since 1886, <strong>the</strong> year in which<br />
Carl <strong>Benz</strong> and Gottlieb Daimler, respectively,<br />
unveiled <strong>the</strong>ir “Patent-Mo<strong>to</strong>rwagen” and<br />
�����������������������������������������������<br />
<strong>the</strong> <strong>Benz</strong> Patent-Mo<strong>to</strong>rwagen is <strong>the</strong> symbol of<br />
pioneering spirit par excellence. In its day, <strong>the</strong><br />
exquisitely engineered three-wheeler made it<br />
�����������������������������������������������<br />
had dawned. Daimler’s mo<strong>to</strong>rised carriage was<br />
�������������������������������������<br />
These two vehicles represented <strong>the</strong> start<br />
of a unique success s<strong>to</strong>ry – a s<strong>to</strong>ry that has<br />
continuously had new chapters added <strong>to</strong> it<br />
by <strong>Mercedes</strong>-<strong>Benz</strong>. For, time and time again,<br />
it has been trendsetting inventions from <strong>the</strong><br />
Stuttgart-based car manufacturer that have<br />
resulted in <strong>the</strong> “horseless carriage”, which<br />
was initially said by critics <strong>to</strong> have “no future”,<br />
evolving not only in<strong>to</strong> an icon of personal<br />
freedom, but also in<strong>to</strong> a significant fac<strong>to</strong>r<br />
<strong>with</strong>in <strong>the</strong> economy. Alongside <strong>the</strong> <strong>first</strong> bus<br />
and <strong>the</strong> <strong>first</strong> mo<strong>to</strong>r truck, <strong>the</strong> company’s most<br />
important innovations also include <strong>the</strong> <strong>first</strong><br />
modern passenger car, <strong>the</strong> <strong>Mercedes</strong> 35 hp,<br />
which was presented in February 1900.<br />
The dream of individualisation<br />
becomes reality<br />
Since 1995, <strong>the</strong> design programme has taken<br />
things a step fur<strong>the</strong>r, offering <strong>Mercedes</strong>-<strong>Benz</strong><br />
cus<strong>to</strong>mers <strong>with</strong> particularly discerning tastes<br />
and a strong desire for individualisation an<br />
additional range <strong>to</strong> choose from. Any number<br />
5<br />
of combinations are possible, involving<br />
unusual paintwork colours, extra-soft lea<strong>the</strong>r<br />
in exclusive colours and trim elements <strong>with</strong><br />
a surface finish of fine wood, piano lacquer,<br />
s<strong>to</strong>ne or perhaps lea<strong>the</strong>r. Fine metallic<br />
particles in <strong>the</strong> individual layers of paintwork<br />
that make up <strong>the</strong> exclusive paintwork colour<br />
provide a stunning, shimmering play of colour<br />
- depending on <strong>the</strong> intensity of light and <strong>the</strong><br />
STAR EGYPT 9
STAR HISTORY<br />
STAR EGYPT 10<br />
12 2<br />
surroundings.<br />
The growing need of its cus<strong>to</strong>mers <strong>to</strong> express<br />
individuality was behind <strong>the</strong> fresh challenges<br />
faced by <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> designers in <strong>the</strong> early<br />
1990s. This was <strong>the</strong> period that saw <strong>Mercedes</strong>-<br />
<strong>Benz</strong> enter a new era <strong>with</strong> its <strong>first</strong> major strategic<br />
project initiative. The passenger car model range,<br />
which up until that point had essentially comprised<br />
just three model series, was extended <strong>to</strong> include a<br />
broad portfolio of products. With <strong>the</strong> SLK, <strong>the</strong> CLK,<br />
<strong>the</strong> A-Class and <strong>the</strong> M-Class, <strong>the</strong> brand entered<br />
a whole series of new market segments in quick<br />
succession. The company expanded, along <strong>with</strong><br />
its product portfolio and production figures, while<br />
<strong>the</strong> world of values for <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> brand<br />
became ever more complex.<br />
�����������<br />
Many of <strong>the</strong> safety innovations <strong>first</strong> introduced<br />
by <strong>Mercedes</strong>-<strong>Benz</strong> have since become industry<br />
standards; from <strong>the</strong> rigid passenger compartment<br />
(patented in 1951, <strong>first</strong> implemented in series
production in <strong>the</strong> 111-series “Fintail” models<br />
in 1959), <strong>to</strong> <strong>the</strong> ABS anti-lock braking system<br />
(introduced in 1978 in <strong>the</strong> 116-series S-Class) and<br />
<strong>the</strong> airbag (premièred in <strong>the</strong> 126-series S-Class from<br />
1981), <strong>to</strong> <strong>the</strong> ESP® Electronic Stability Program<br />
(presented in 1995 in <strong>the</strong> S-Class Coupé from <strong>the</strong><br />
140 model series). These days, such safety systems<br />
are standard fare for nearly all manufacturers. This<br />
means that, in a way, <strong>the</strong>re is a bit of <strong>Mercedes</strong>-<strong>Benz</strong><br />
in every modern-day mo<strong>to</strong>r car. And <strong>the</strong> innovative<br />
solutions in every new model <strong>the</strong> brand brings out<br />
show how vehicle safety will continue <strong>to</strong> be a matter<br />
of <strong>the</strong> highest priority for <strong>Mercedes</strong>-<strong>Benz</strong> engineers<br />
in future <strong>to</strong>o.<br />
The overriding goal is <strong>to</strong> continually reduce <strong>the</strong><br />
number of road traffic deaths and injuries and<br />
prevent accidents from happening in <strong>the</strong> <strong>first</strong><br />
5<br />
place. When <strong>Mercedes</strong>-<strong>Benz</strong>’s systematic<br />
programme of safety research <strong>first</strong> began,<br />
<strong>the</strong> focus was initially placed on passive<br />
safety, meaning protecting <strong>the</strong> vehicle occupants as<br />
best possible in <strong>the</strong> event of an accident. Later, <strong>the</strong><br />
safety experts at<br />
<strong>Mercedes</strong>-<strong>Benz</strong> started <strong>to</strong> devote <strong>the</strong>ir attention<br />
increasingly <strong>to</strong> active safety by developing<br />
innovations designed <strong>to</strong> mitigate <strong>the</strong> severity of<br />
collisions or prevent <strong>the</strong>m from occurring at all, <strong>to</strong><br />
<strong>the</strong> benefit of all involved.<br />
Comfort and style<br />
Handling properties, ergonomics, climate control,<br />
acoustic comfort, ease of operation, and many o<strong>the</strong>r<br />
fac<strong>to</strong>rs besides all affect <strong>the</strong> driver’s fitness behind<br />
<strong>the</strong> wheel, and thus <strong>the</strong>ir ability <strong>to</strong> concentrate on<br />
what’s happening on <strong>the</strong> road. As a general rule,<br />
STAR EGYPT 11
STAR HISTORY<br />
STAR EGYPT 12<br />
only a relaxed driver is a safe driver <strong>to</strong>o. <strong>Mercedes</strong>-<br />
<strong>Benz</strong> has been investigating this complex <strong>to</strong>pic,<br />
termed “driver-fitness safety”, for many years now,<br />
and is consistently applying its findings <strong>to</strong> im<strong>prove</strong><br />
its series-production vehicles. As a result, it has<br />
been <strong>prove</strong>n that <strong>Mercedes</strong> drivers stay fit and<br />
alert for longer.<br />
Prime examples of <strong>the</strong> progress achieved in<br />
this field are <strong>the</strong> carefully structured, intuitive<br />
control and display concepts and <strong>the</strong> intelligent<br />
driver assistance systems, which turn <strong>the</strong> mo<strong>to</strong>r<br />
car in<strong>to</strong> a partner of <strong>the</strong> person behind <strong>the</strong> wheel<br />
that can think for itself. The flawless interaction of<br />
all individual measures is crucial <strong>to</strong> meeting <strong>the</strong><br />
goal of relieving <strong>the</strong> mo<strong>to</strong>rist of irritating routine<br />
tasks and ensuring <strong>the</strong>ir performance abilities are<br />
affected as little as possible.The final fac<strong>to</strong>r is a<br />
broad spectrum of cus<strong>to</strong>misation options, allowing<br />
every <strong>Mercedes</strong> cus<strong>to</strong>mer <strong>to</strong> fur<strong>the</strong>r refine <strong>the</strong>ir<br />
vehicle’s levels of functionality and comfort <strong>to</strong><br />
meet <strong>the</strong>ir personal requirements.<br />
“Nothing but <strong>the</strong> best” –<br />
yesterday, <strong>to</strong>day and in future<br />
It was Carl <strong>Benz</strong> who said: “The love of inventing<br />
never dies”. And it was Gottlieb Daimler who<br />
came up <strong>with</strong> <strong>the</strong> famous maxim “The best or<br />
nothing”. <strong>Mercedes</strong>-<strong>Benz</strong> has remained true <strong>to</strong><br />
<strong>the</strong>se guiding principles for almost 125 years.<br />
BlueDIRECT: new<br />
���������������������<br />
In May 2010 <strong>Mercedes</strong>-<strong>Benz</strong> reached a new<br />
miles<strong>to</strong>ne <strong>with</strong> regard <strong>to</strong> efficiency: thanks <strong>to</strong><br />
fur<strong>the</strong>r innovations such as latest-generation<br />
direct injection, fully variable valve timing,<br />
new combustion processes and multi-spark<br />
ignition, <strong>the</strong> new BlueDIRECT V6 and V8<br />
engines consume up <strong>to</strong> 24 percent less petrol<br />
than <strong>the</strong>ir predecessors while delivering more<br />
output and <strong>to</strong>rque. In <strong>the</strong> future, more economy<br />
potentials will be realised <strong>with</strong> fuel-efficient<br />
stratified combustion, reductions in in-engine<br />
friction losses and lower power consumption<br />
by <strong>the</strong> peripheral units.<br />
12 2<br />
The spirit of innovation, one of <strong>the</strong> key driving<br />
forces, is firmly rooted in our corporate culture<br />
- forever <strong>with</strong> <strong>the</strong> goal of guaranteeing personal<br />
mobility also for future generations and providing<br />
each individual cus<strong>to</strong>mer <strong>with</strong> <strong>the</strong> optimal vehicle<br />
for <strong>the</strong>ir individual needs. This innovation is<br />
founded on <strong>Mercedes</strong>-<strong>Benz</strong>’s systematic research<br />
activities, which led at <strong>the</strong> beginning of <strong>the</strong> 1970s<br />
<strong>to</strong> <strong>the</strong> official establishment of a separate research<br />
department.<br />
Today, <strong>Mercedes</strong>-<strong>Benz</strong> has at its disposal a<br />
global knowledge network <strong>with</strong> some 19,000<br />
researchers and developers <strong>around</strong> <strong>the</strong> world; an<br />
interdisciplinary think tank, full of pioneering<br />
spirit, expertise and motivation, for continuing in<br />
future <strong>to</strong> make <strong>the</strong> best cars in <strong>the</strong> world.<br />
Massive media campaign<br />
Under <strong>the</strong> heading “Inven<strong>to</strong>rs of <strong>the</strong> au<strong>to</strong>mobile.<br />
Since 1886!” <strong>the</strong> print advertisement motif,<br />
which is <strong>to</strong> appear as a full-page advertisement in<br />
national daily newspapers, shows <strong>the</strong> <strong>Benz</strong> Patent<br />
mo<strong>to</strong>r car from 1886 alongside <strong>the</strong> present-day F<br />
800 Style research vehicle. It thus spans <strong>the</strong> entire<br />
course of development from <strong>the</strong> initial invention of<br />
<strong>the</strong> au<strong>to</strong>mobile <strong>to</strong> <strong>the</strong> latest technical and design<br />
innovations. This motif is complemented by a<br />
concise and succinct text message: “Years ago,<br />
we invented <strong>the</strong> au<strong>to</strong>mobile. Today, our passion<br />
for new ideas is as strong as ever, as we work on<br />
everything from electric drive systems <strong>to</strong> fuel cell<br />
technologies, because 125 years from now, we still<br />
plan <strong>to</strong> be ahead of our time.”<br />
A small selection of vehicles shows by way of
example how <strong>the</strong> <strong>Mercedes</strong> brand has continually<br />
answered <strong>the</strong> question “When will <strong>the</strong>re finally be a<br />
vehicle that...?” over <strong>the</strong> past 125 years. For example,<br />
since <strong>the</strong> 500 K special roadster in 1934 <strong>the</strong>re has<br />
been an au<strong>to</strong>mobile that combines sportiness <strong>with</strong><br />
elegance; since <strong>the</strong> S-Class in 1978 <strong>the</strong>re has been<br />
a car whose wheels do not lock during hard braking<br />
and since <strong>the</strong> B-Class F-<strong>Cell</strong> in 2010 <strong>the</strong>re has been<br />
a vehicle which can cover up <strong>to</strong> 400 kilometres<br />
<strong>with</strong>out a single drop of petrol. With a circulation<br />
of <strong>around</strong> 20 million copies, <strong>the</strong> brochure will be<br />
distributed in car, business and lifestyle magazines.<br />
Online and interactive<br />
At www.mercedes-benz.com/125 <strong>the</strong> Stuttgartbased<br />
premium brand provides an overview of all<br />
activities in <strong>the</strong> anniversary year and <strong>the</strong> presents<br />
<strong>the</strong> his<strong>to</strong>ry of <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> brand. A calendar<br />
offers information on worldwide events, a download<br />
5<br />
area includes iPhone apps and wallpaper featuring<br />
<strong>the</strong> various campaign motifs and <strong>the</strong> content<br />
of <strong>the</strong> “<strong>Mercedes</strong> World” area has been revised<br />
and expanded. New sections such as “Design”,<br />
“Au<strong>to</strong>motive innovation flagships” or “How it all<br />
First series-production car<br />
<strong>with</strong> diesel engine and direct<br />
petrol injection<br />
In 1936 a vital miles<strong>to</strong>ne in au<strong>to</strong>motive his<strong>to</strong>ry<br />
was reached <strong>with</strong> <strong>the</strong> <strong>first</strong> series-production<br />
passenger car powered by a diesel engine, <strong>with</strong><br />
a consequent and major reduction in fuel consumption.<br />
The <strong>Mercedes</strong>-<strong>Benz</strong> 260 D consumed<br />
<strong>around</strong> 30 percent less fuel than its opposite<br />
number <strong>with</strong> a petrol engine, and at <strong>the</strong> time diesel<br />
fuel was also half <strong>the</strong> price of petrol. It was a<br />
trendsetter, and well ahead of its time.<br />
STAR EGYPT 13
STAR HISTORY<br />
STAR EGYPT 14<br />
began” provide a comprehensive and entertaining<br />
means of discovering <strong>the</strong> brand from <strong>the</strong> invention<br />
of <strong>the</strong> au<strong>to</strong>mobile <strong>to</strong> visionary technologies for<br />
future mobility.<br />
The website was launched in German and<br />
English on 19 January. Additional languages<br />
(including Italian, French and Spanish) will<br />
follow shortly. In a second phase of <strong>the</strong> relaunch,<br />
additional content offering added value for users<br />
will be made available including apps for iPhone<br />
and iPad, films and an interactive <strong>Mercedes</strong>-<strong>Benz</strong><br />
birthday wish.<br />
Broad-ranging activities in<br />
<strong>the</strong> anniversary year<br />
The campaign will be backed up by<br />
comprehensive retail marketing activities and<br />
numerous exhibitions and events for cus<strong>to</strong>mers<br />
12 2<br />
and staff. The Daimler Art Collection will be<br />
appearing at <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> Museum in<br />
Stuttgart <strong>with</strong> <strong>the</strong> “Arts & Stars & Cars” exhibition<br />
from May <strong>to</strong> September 2011, for example. More<br />
than 160 exhibits of modern and contemporary art<br />
by over 80 internationally renowned artists will be<br />
on show.<br />
The <strong>Mercedes</strong>-<strong>Benz</strong> Museum is <strong>the</strong> only place in<br />
<strong>the</strong> world in which <strong>the</strong> complete 125-year his<strong>to</strong>ry of<br />
<strong>the</strong> au<strong>to</strong>mobile can be experienced in its entirety.<br />
To mark this 125th anniversary <strong>the</strong> museum will<br />
be opening a new exhibition room as part of <strong>the</strong><br />
permanent display. As of 30 January, Legend 6 –<br />
‘New Start – <strong>the</strong> Road <strong>to</strong> Emission-free Mobility’ –<br />
will offer a perspective on challenges both present<br />
and future, as well as issues concerning drive<br />
technologies of <strong>to</strong>morrow.<br />
Additional exhibitions will take place at
<strong>the</strong> international <strong>Mercedes</strong>-<strong>Benz</strong> galleries, <strong>the</strong><br />
<strong>Mercedes</strong>-<strong>Benz</strong> brand centres and <strong>the</strong> <strong>Mercedes</strong>-<br />
<strong>Benz</strong> cus<strong>to</strong>mer centres. With selected his<strong>to</strong>rical<br />
and <strong>to</strong>pical exhibits <strong>the</strong>y will provide a vivid<br />
demonstration of how <strong>the</strong> invention of <strong>the</strong> au<strong>to</strong>mobile<br />
has affected and continues <strong>to</strong> affect society and<br />
highlight <strong>Mercedes</strong>-<strong>Benz</strong>’s innovative prowess; in<br />
particular in <strong>the</strong> context of <strong>the</strong> future of mobility.<br />
From mid August 2011, <strong>Mercedes</strong>-<strong>Benz</strong> will be<br />
inviting <strong>the</strong> public <strong>to</strong> play an active part in <strong>the</strong><br />
birthday celebrations in Stuttgart. The kick-off event<br />
on 10 August 2011 will be a football international<br />
in <strong>the</strong> converted <strong>Mercedes</strong>-<strong>Benz</strong> Arena in Stuttgart<br />
between <strong>the</strong> German men’s team and a Brazilian<br />
select eleven, for which <strong>Mercedes</strong>-<strong>Benz</strong> will appear<br />
as “sponsors of <strong>the</strong> day”. On subsequent days at<br />
central locations throughout Stuttgart, <strong>Mercedes</strong>-<br />
<strong>Benz</strong> will be offering multimedia performances,<br />
vehicle exhibitions and insights in<strong>to</strong> <strong>the</strong> future of<br />
<strong>the</strong> au<strong>to</strong>mobile for young and old.<br />
5<br />
Egypt’s Celebration<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt is sharing <strong>the</strong> worldwide<br />
celebration of <strong>the</strong>125 years of inventing <strong>the</strong><br />
au<strong>to</strong>mobile by offering <strong>to</strong> <strong>the</strong> Egyptian market a<br />
blend of special anniversary packages. <strong>Mercedes</strong>-<br />
<strong>Benz</strong> cus<strong>to</strong>mers will now enjoy peace of mind <strong>with</strong><br />
3 years of free service and warranty in addition <strong>to</strong><br />
fully covered insurance, or <strong>the</strong>y may choose from<br />
a variety of attractive financing offers specially<br />
developed for this occasion.<br />
Selected miles<strong>to</strong>nes in <strong>the</strong> his<strong>to</strong>ry of<br />
<strong>Mercedes</strong>-<strong>Benz</strong> safety <strong>technology</strong><br />
1939 – Inception of passenger-car safety development<br />
1959 – World’s <strong>first</strong> safety body<br />
1969 - Establishment of <strong>Mercedes</strong>-<strong>Benz</strong> accident research<br />
1978 – Electronically controlled anti-lock braking system (ABS)<br />
1980 – Pyrotechnic airbag, seat belt tensioner<br />
1989 – Au<strong>to</strong>matically raised roll-over bar<br />
1995 - Electronic Stability Program (ESP®)<br />
1996 - Brake Assist (BAS)<br />
1998 – DISTRONIC adaptive cruise control<br />
1999 – Active Body Control (ABC), tyre pressure moni<strong>to</strong>r<br />
2002 – PRE-SAFE® preventive occupant protection system<br />
2003 - Active light function<br />
2005 - DISTRONIC PLUS, Brake Assist PLUS, Night View Assist<br />
2006 - PRE-SAFE® Brake, Intelligent Light System<br />
2009 - Speed Limit Assist, Lane Keeping Assist, Blind Spot Assist,<br />
ATTENTION ASSIST drowsiness detection<br />
STAR EGYPT 15
STAR HISTORY<br />
Special commemorative stamp<br />
and coin for <strong>the</strong> “125 years of<br />
<strong>the</strong> au<strong>to</strong>mobile”<br />
��������������������������������������������������������<br />
��������������������������������������������������<br />
�������������������������������������������������������������<br />
�������������������������������������������������������������<br />
STAR EGYPT 16<br />
125 years ago <strong>the</strong> Kaiserliche<br />
Patentamt (Imperial Patent Office) in Berlin<br />
granted <strong>Benz</strong> & Co. in Mannheim <strong>the</strong> patent No.<br />
37,435 for a “vehicle <strong>with</strong> a gas engine drive<br />
system”. This patent is seen as <strong>the</strong> birth certificate<br />
of <strong>the</strong> au<strong>to</strong>mobile. “Patentirt im Deutschen<br />
Reiche vom 29. Januar 1886 an” – “patented in<br />
<strong>the</strong> German Empire from 29. January 1886 on”:<br />
thus reads <strong>the</strong> document; and that very day<br />
<strong>the</strong> au<strong>to</strong>mobile’s triumphal march began that<br />
was <strong>to</strong> change <strong>the</strong> world <strong>to</strong> an unimaginable<br />
extent. The Federal Finance Ministry is issuing<br />
a special postage stamp and a special coin <strong>to</strong><br />
celebrate <strong>the</strong> au<strong>to</strong>mobile’s 125th birthday.<br />
The special postage stamp shows <strong>the</strong><br />
<strong>first</strong> mo<strong>to</strong>r car in <strong>the</strong> world, <strong>with</strong> a drawing<br />
of <strong>the</strong> patent of 29th January 1886 as a<br />
background. The stamp has a denomination<br />
of 55 cents and will be available at all Post<br />
Offices and agencies from 5th May 2011 on.<br />
From 9th June 2011 on a special commemorative<br />
coin “125 years of <strong>the</strong> au<strong>to</strong>mobile” <strong>with</strong> a<br />
denomination of 10 Euros, will be issued, available<br />
in banks and savings banks. With a dynamic,<br />
modern graphic design based on <strong>the</strong> circular shape<br />
on <strong>the</strong> steering wheel, both obverse and inverse<br />
deal <strong>with</strong> <strong>the</strong> <strong>the</strong>me of individual mobility such<br />
as that which <strong>the</strong> mo<strong>to</strong>r car makes possible.<br />
Official presentation of both commemorative<br />
editions by <strong>the</strong> Federal Finance Ministry is<br />
<strong>to</strong> take place in Berlin on 7. June 2011.<br />
Transcending space and time reaches a new
dimension <strong>with</strong> <strong>the</strong> <strong>Benz</strong> patent mo<strong>to</strong>r car. Carl<br />
<strong>Benz</strong>’s invention is <strong>the</strong> world’s <strong>first</strong> au<strong>to</strong>mobile,<br />
which through its au<strong>to</strong>nomy and availability<br />
created <strong>the</strong> foundation for <strong>the</strong> individualisation<br />
of transport. Starting <strong>with</strong> <strong>the</strong> <strong>Benz</strong> patent<br />
mo<strong>to</strong>r car, <strong>the</strong> new means of transport opens<br />
up for broad segments of <strong>the</strong> population, broad<br />
new horizons and countries undreamed of<br />
until <strong>the</strong>n. The associated fascination remains<br />
unbroken <strong>to</strong> this day. And <strong>the</strong> transport<br />
of goods and passengers experiences a<br />
dramatic change thanks <strong>to</strong> <strong>the</strong> flexibility,<br />
performance and economy of <strong>the</strong> au<strong>to</strong>mobile.<br />
The same year as Carl <strong>Benz</strong>, Gottlieb<br />
Daimler builds his <strong>first</strong> au<strong>to</strong>mobile, on 8.<br />
March 1886 he orders a carriage from <strong>the</strong><br />
carriage construction fac<strong>to</strong>ry Wilhelm Wimpff<br />
& Sohn in Stuttgart. He has his compact,<br />
fast-running petrol engine installed in this<br />
carriage. Daimler’s focus is on mo<strong>to</strong>rising<br />
transport on land, on water and in <strong>the</strong> air, he<br />
never loses sight of <strong>the</strong> universal application<br />
possibilities of <strong>the</strong> engine he has invented.<br />
The real invention of Carl <strong>Benz</strong>, who had<br />
already carried out his <strong>first</strong> test runs in<br />
Oc<strong>to</strong>ber 1885 <strong>with</strong> his three-wheeled patent<br />
mo<strong>to</strong>r carriage under exclusion of <strong>the</strong> public,<br />
was <strong>the</strong> self-sufficient, closed concept of an<br />
au<strong>to</strong>nomously driven mo<strong>to</strong>r car. It is <strong>the</strong> <strong>first</strong><br />
comprehensively conceived au<strong>to</strong>mobile <strong>with</strong><br />
engine, chassis and drive system exactly<br />
adapted and adjusted <strong>to</strong> each o<strong>the</strong>r forming<br />
a unity. The <strong>first</strong> au<strong>to</strong>mobile in <strong>the</strong> world<br />
has a horizontal single-cylinder engine that<br />
produces an output of 0.75 hp (0.55 kW) from<br />
its displacement volume of 954 cc at a speed of<br />
400 rpm. It can reach a <strong>to</strong>p speed of 16 km/h.<br />
At <strong>first</strong>, <strong>Benz</strong> trusts a single front wheel,<br />
because he sensibly considers <strong>the</strong> kind of<br />
front-axle steering system used in carriage<br />
construction, <strong>the</strong> turntable steering, <strong>to</strong> be<br />
a technical dead-end. It is only after <strong>Benz</strong><br />
himself invents and patents a carriage steering<br />
mechanism <strong>with</strong> steering circles tangential<br />
<strong>to</strong> <strong>the</strong> wheels, that he builds a four-wheeler<br />
from 1893 onwards. With his models Vic<strong>to</strong>ria<br />
and Vis-à-Vis he returns <strong>to</strong> typical carriage<br />
build, but <strong>with</strong> <strong>the</strong> engine velocipede a year<br />
later, he produces <strong>the</strong> <strong>first</strong> au<strong>to</strong>mobile of <strong>the</strong><br />
world made in large-series production.<br />
The patent mo<strong>to</strong>r car has its public maiden<br />
journey on 3rd July 1886 on <strong>the</strong> Ringstrasse in<br />
Mannheim. Newspapers report enthusiastically<br />
about <strong>the</strong> event. <strong>Benz</strong> does not remain idle,<br />
satisfied <strong>with</strong> <strong>the</strong> <strong>first</strong> version; he develops<br />
<strong>the</strong> three-wheeler fur<strong>the</strong>r in several steps,<br />
makes it marketable and even builds it<br />
in series. And <strong>with</strong> <strong>the</strong> vehicle he enjoys<br />
international success because he sells it,<br />
in particular, abroad. With this <strong>Benz</strong> is far<br />
head of all those o<strong>the</strong>r inven<strong>to</strong>rs who never<br />
manage <strong>to</strong> go beyond <strong>the</strong> research stage.<br />
STAR EGYPT 17
STAR FEATURE<br />
The New generation C-Class<br />
A class ahead<br />
“<br />
The C-Class Saloon has been <strong>the</strong> global market leader in its segment since 2008, so it is highly<br />
<strong>to</strong>pical. But <strong>the</strong> comprehensive updating of our high-volume model also shows that even in<br />
<strong>the</strong> global economic crisis we have had <strong>the</strong> strength <strong>to</strong> invest in our product portfolio <strong>with</strong>out<br />
making any compromises. For us <strong>the</strong> new-generation C-Class <strong>with</strong> more than 2000 new parts<br />
is a facelift – o<strong>the</strong>rs would speak of a new car.<br />
by Dr Dieter Zetsche, Chairman of <strong>the</strong> Board of Management of Daimler AG and Head of <strong>Mercedes</strong>-<strong>Benz</strong> Cars<br />
STAR EGYPT 18<br />
”
STAR EGYPT 19
STAR FEATURE<br />
STAR EGYPT 20<br />
The <strong>Mercedes</strong>-<strong>Benz</strong> C-Class is a multi-talented<br />
character that exists in <strong>the</strong> form of a compact<br />
saloon, a variable estate and a successful<br />
racing car. The C-Class is <strong>the</strong> highest-volume<br />
model series and is thus of particular importance <strong>to</strong><br />
<strong>Mercedes</strong>-<strong>Benz</strong>. Since 1982 <strong>Mercedes</strong>-<strong>Benz</strong> has sold<br />
a <strong>to</strong>tal of over 8.5 million vehicles in this segment.<br />
INNOVATIVE DESIGN<br />
The C-Class greets spring 2011 having undergone<br />
a comprehensive makeover. The front and tailend<br />
section of <strong>the</strong> million-seller are styled more<br />
strikingly, <strong>the</strong> front being brought closer <strong>to</strong> <strong>the</strong><br />
brand’s new design idiom. The front bumper has a<br />
more expressive and dynamic con<strong>to</strong>ur,and supports<br />
<strong>the</strong> shape of <strong>the</strong> radia<strong>to</strong>r grille more prominently as<br />
<strong>the</strong> central element at <strong>the</strong> front.<br />
The central air intake opens out upwards in a<br />
V-shape, forming a visual base unit for <strong>the</strong> radia<strong>to</strong>r<br />
grille. Pronounced side sections extend from <strong>the</strong><br />
sporty V shape at <strong>the</strong> centre. Continuing beneath<br />
<strong>the</strong> headlamps, <strong>the</strong>se sections blend in<strong>to</strong> <strong>the</strong> feature<br />
lines along <strong>the</strong> vehicle flanks, forming a link <strong>with</strong><br />
<strong>the</strong> sides. The side air inlets in <strong>the</strong> bumper are<br />
positioned low down, giving <strong>the</strong> car a more roadhugging<br />
appearance.<br />
Both <strong>the</strong> saloon and <strong>the</strong> estate have been given a<br />
new bonnet made of aluminium. Its con<strong>to</strong>ur in <strong>the</strong><br />
area <strong>around</strong> <strong>the</strong> headlamps and <strong>the</strong> radia<strong>to</strong>r grille<br />
emphasises <strong>the</strong> V-shape of <strong>the</strong> front end <strong>to</strong> a greater<br />
extent than previously.<br />
<strong>Mercedes</strong>-<strong>Benz</strong> designs according <strong>to</strong> <strong>the</strong> mantra<br />
“The right material in <strong>the</strong> right place”, and in<br />
accordance <strong>with</strong> this principle, approximately 70%<br />
of all <strong>the</strong> sheet metal panels in <strong>the</strong> C-Class are made<br />
of high-strength steel alloys. With minimum weight,<br />
<strong>the</strong>y offer maximum strength and thus <strong>the</strong> highest<br />
possible levels of safety. Today’s ultra-high-strength<br />
steel sheet panels deserve a special mention.<br />
They achieve a tensile strength that is three <strong>to</strong><br />
four times higher than that of conventional steel<br />
grades, making <strong>the</strong>m indispensable for meeting <strong>the</strong><br />
stringent <strong>Mercedes</strong>-<strong>Benz</strong> requirements regarding<br />
durability and safety. These ultra-high-strength high<br />
tech alloys account for <strong>around</strong> 20% of <strong>the</strong> weight of<br />
<strong>the</strong> C-Class body shell.<br />
Aluminium and plastic are <strong>the</strong> o<strong>the</strong>r two<br />
lightweight materials which <strong>Mercedes</strong>-<strong>Benz</strong> uses<br />
where <strong>the</strong>y offer maximum benefit. The bonnet<br />
made of aluminium is new, weighing in at some 9.2<br />
kg less than its steel predecessor and thus reducing<br />
<strong>the</strong> weight where this makes most sense. O<strong>the</strong>r<br />
aluminium features on <strong>the</strong> C-Class are <strong>the</strong> front<br />
wings, <strong>the</strong> front-end assembly including its flexible<br />
cross member and crash boxes, <strong>the</strong> sheet metal<br />
panel for <strong>the</strong> parcel shelf in <strong>the</strong> rear, and <strong>the</strong> door<br />
modules.<br />
NEW, DYNAMIC APPEARANCE – INSIDE<br />
AND OUT<br />
The new C-Class being launched in spring 2011<br />
is a comprehensive modernisation. The front and<br />
rear sections of this best selling model have a more<br />
striking design. Toge<strong>the</strong>r <strong>with</strong> <strong>the</strong> optional highresolution<br />
colour display in <strong>the</strong> instrument cluster,<br />
<strong>the</strong> new dashboard <strong>with</strong> its elegant, grained surface<br />
and prominent decorative trim emphasises <strong>the</strong><br />
premium character of <strong>the</strong> interior. Plus, <strong>with</strong> many<br />
significant details in <strong>the</strong> interior, <strong>the</strong> vehicle calls<br />
<strong>to</strong> mind <strong>the</strong> new CLS and sets <strong>to</strong>tally new standards<br />
in its segment where <strong>the</strong> quality impression is<br />
concerned.<br />
Fuel consumption has been lowered by up <strong>to</strong> 31%.<br />
Efficiency-enhancing measures include new engines<br />
and <strong>the</strong> im<strong>prove</strong>d 7G-TRONIC PLUS au<strong>to</strong>matic<br />
transmission. New driving assistance systems<br />
ranging from ATTENTION ASSIST drowsiness<br />
detection <strong>to</strong> PARKTRONIC <strong>with</strong> parking guidance<br />
are now available for this model series.<br />
A <strong>to</strong>tal of more than 2000 new components<br />
distinguish <strong>the</strong> latest generation of <strong>the</strong> <strong>Mercedes</strong>-<br />
<strong>Benz</strong> C-Class from its predecessor. The European<br />
market launch is taking place from March 2011.<br />
In addition <strong>to</strong> <strong>the</strong> standard appointments, which<br />
now include a nappa lea<strong>the</strong>r steering wheel, <strong>the</strong><br />
two design and equipment lines ELEGANCE and
AVANTGARDE are <strong>the</strong> basis for <strong>the</strong> individualisation<br />
range for <strong>the</strong> C-Class. The two lines are now more<br />
readily distinguishable from each o<strong>the</strong>r.<br />
THE ULTIMATE IN COMFORT<br />
The AGILITY CONTROL suspension, which is<br />
standard equipment in both <strong>the</strong> C-Class Saloon<br />
and Estate, harmonises perfectly <strong>with</strong> <strong>the</strong> dynamic<br />
design. It is based on an amplitude-dependent<br />
damping system: when driving normally <strong>with</strong> low<br />
shock absorber stimulus, <strong>the</strong> damping forces are<br />
au<strong>to</strong>matically reduced for a noticeable im<strong>prove</strong>ment<br />
in ride comfort, but <strong>with</strong>out any compromise in<br />
handling safety. When shock absorber stimuli are<br />
of greater magnitude, for example when cornering<br />
at speed or taking evasive action, <strong>the</strong> maximum<br />
damping forces are set and <strong>the</strong> car is stabilised<br />
effectively.<br />
The C-Class’s AGILITY CONTROL suspension<br />
is complemented by a rack-and-pinion steering<br />
system. Positioning <strong>the</strong> steering gear 80 millimetres<br />
in front of <strong>the</strong> wheel centre makes for predictable<br />
self-steering characteristics <strong>with</strong> a slight tendency<br />
<strong>to</strong> understeer. Speed-sensitive steering <strong>with</strong> variable<br />
steering-wheel support and a variable steering ratio<br />
is available as an optional extra.<br />
SAFETY: THE HIGHEST PRIORITY<br />
WARNING AND INTERVENING – ACTIVE<br />
SAFETY<br />
“Preventing accidents and minimising <strong>the</strong><br />
consequences <strong>the</strong>reof” is <strong>the</strong> holistic approach<br />
taken by those working in <strong>Mercedes</strong>-<strong>Benz</strong> safety<br />
research, which <strong>the</strong> company terms “Real Life<br />
Safety”. The basis of this is formed by what <strong>the</strong> inhouse<br />
engineers know as “driver-fitness safety”,<br />
alongside ride and seating comfort, plus quietrunning<br />
characteristics, such as effective headlamp<br />
and windscreen wiper systems and simple and safe<br />
operation. Safe handling that has no nasty surprises<br />
in s<strong>to</strong>re comes courtesy of advanced chassis<br />
systems, which for years now have also been fitted<br />
as standard <strong>with</strong> ESP®, developed by <strong>Mercedes</strong>-<br />
<strong>Benz</strong>.<br />
TOP MARKS FOR PASSIVE SAFETY<br />
The C-Class safety concept has been optimised<br />
based on <strong>the</strong> analysis of real-life accidents. As part<br />
of <strong>the</strong> standard specification, seven airbags, belt<br />
“The new-generation C-Class also sets <strong>the</strong><br />
pace in its segment when it comes <strong>to</strong> design.<br />
This is particularly apparent in <strong>the</strong> interior: fine<br />
materials displaying painstaking attention <strong>to</strong><br />
detail and <strong>the</strong> generous use of trim parts add an<br />
exclamation mark: <strong>the</strong> C-Class is dressed up <strong>to</strong><br />
<strong>the</strong> nines.”<br />
Prof. Gorden Wagener, Head of Design, <strong>Mercedes</strong>-<strong>Benz</strong> Cars<br />
tensioners, belt force limiters and NECK-PRO crashresponsive<br />
head restraints offer <strong>the</strong> occupants<br />
an extremely high level of protection should an<br />
accident occur.<br />
The body structure has been designed <strong>to</strong> ensure<br />
that, in <strong>the</strong> event of a frontal collision, <strong>the</strong> impact<br />
forces are distributed over a wide area and on four<br />
independently acting impact levels, meaning that<br />
<strong>the</strong> passenger compartment remains largely intact.<br />
Around 70% of all <strong>the</strong> bodyshell panels are made<br />
from state-of-<strong>the</strong>-art, high-strength steel alloys that<br />
minimise weight and maximise safety.<br />
The safety concept also does brilliantly in<br />
standardised rating crash tests. The renowned<br />
American Insurance Institute for Highway Safety<br />
(IIHS), for instance, declared <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong><br />
C-Class Top Safety Pick three times in a row (in<br />
2009, 2010 and 2011) – deeming it <strong>to</strong> be <strong>the</strong> best<br />
STAR EGYPT 21
STAR FEATURE<br />
STAR EGYPT 22<br />
purchasing decision <strong>with</strong> regard <strong>to</strong> safety.<br />
DRIVE SYSTEM: MORE POWER, LOWER<br />
CONSUMPTION<br />
All <strong>the</strong> engines for <strong>the</strong> C-Class are now classed<br />
as BlueEFFICIENCY units, showing that <strong>the</strong>y<br />
are particularly efficient and environmentally<br />
compatible in <strong>the</strong>ir use of fuel. A reduction of up<br />
<strong>to</strong> 31% has been achieved in fuel consumption. The<br />
overall ratio of all new powertrain variants has<br />
been optimised for fuel economy.<br />
All <strong>the</strong> petrol engines in <strong>the</strong> model series<br />
have direct injection. One of <strong>the</strong> highlights is <strong>the</strong><br />
introduction of <strong>the</strong> new V6 petrol engine <strong>with</strong> its<br />
innovative and highly efficient BlueDIRECT process<br />
in <strong>the</strong> C 350 BlueEFFICIENCY. The quantum leap in<br />
efficiency is particularly well illustrated by <strong>the</strong> sixcylinder<br />
unit: power has increased considerably,<br />
<strong>the</strong> C 350 BlueEFFICIENCY delivering 306 hp and<br />
370 Nm (C 350 previously 272 hp and 350 Nm).<br />
Fuel consumption has been significantly reduced,<br />
however: <strong>the</strong> C 350 BlueEFFICIENCY has a mean<br />
consumption of 6.8 litres per 100 km – 3.1 litres or<br />
31% less than <strong>the</strong> preceding C 350 model.<br />
THE C-CLASS SALOON’S STATISTICS<br />
The four-cylinder petrol engines, which made a<br />
great evolutionary leap forward in 2009 and all<br />
feature direct injection and turbocharging, excel<br />
<strong>with</strong> high performance and exemplary economy.<br />
Known internally as M 271 EVO, <strong>the</strong> four-cylinder<br />
petrol engine model series stands for systematic<br />
downsizing.<br />
The direct fuel injection facilitates higher<br />
compression and thus a better <strong>the</strong>rmodynamic<br />
efficiency rate, which becomes apparent where<br />
fuel consumption is concerned: <strong>the</strong> new fourcylinder<br />
direct-injection engines also consume up<br />
<strong>to</strong> 31% less fuel than <strong>the</strong> comparable V6 engines of<br />
<strong>the</strong> preceding model. With a range of new features,<br />
<strong>the</strong> new four-cylinder petrol engine is completely<br />
different <strong>to</strong> its predecessor. The core element of <strong>the</strong><br />
new engine is <strong>the</strong> homogeneous direct injection. At<br />
a pressure of up <strong>to</strong> 140 bar <strong>the</strong> fuel is fed via a highpressure<br />
line <strong>to</strong> injec<strong>to</strong>rs leading <strong>to</strong> <strong>the</strong> combustion<br />
chamber.<br />
This lowers fuel consumption and also<br />
considerably reduces pollutant emissions. In<br />
addition <strong>to</strong> this, a variable oil pump has been<br />
developed, as has a heat-management process
which s<strong>to</strong>ps <strong>the</strong> coolant circulation when <strong>the</strong> engine is cold, so that <strong>the</strong> engine and engine<br />
oil heat up faster during a cold start.<br />
ENTERTAINMENT THROUGHOUT THE JOURNEY<br />
The most important new features of <strong>the</strong> new telematics equipment from <strong>Mercedes</strong>-<strong>Benz</strong><br />
include more convenient operation, larger TFT displays and new standard features. They are<br />
celebrating <strong>the</strong>ir premiere in <strong>the</strong> new-generation C-Class before being gradually introduced<br />
in o<strong>the</strong>r models.<br />
Some of <strong>the</strong> major changes <strong>to</strong> <strong>the</strong> entertainment system, and some of <strong>the</strong> key features<br />
of <strong>the</strong> system in <strong>the</strong> new C-Class include <strong>the</strong> following. The standard specification of <strong>the</strong><br />
saloon and estate includes <strong>the</strong> Audio 20 CD system <strong>with</strong> a twin tuner and CD player plus<br />
an Aux-in and USB connec<strong>to</strong>r. The connec<strong>to</strong>rs are now <strong>with</strong>in easy reach in a compartment<br />
in <strong>the</strong> centre armrest.<br />
The colour display has been enlarged and now has a diagonal of 14.7 centimetres. Thanks<br />
<strong>to</strong> a new “Cover Art” function, <strong>the</strong> title images of <strong>the</strong> music albums currently being played<br />
are shown if <strong>the</strong>ir data are s<strong>to</strong>red in <strong>the</strong> audio file.<br />
A new <strong>to</strong>p line in <strong>the</strong> Audio 20 CD’s menu navigation makes orientation easier and can<br />
be operated via <strong>the</strong> controller. The settings for <strong>the</strong> air conditioning are also displayed on <strong>the</strong><br />
telematics screen when being operated, <strong>the</strong> Blue<strong>to</strong>oth functions have also been extended:<br />
<strong>the</strong> mobile’s phone book can now au<strong>to</strong>matically be transferred en bloc when connecting,<br />
and wireless music reproduction is possible from Blue<strong>to</strong>oth-capable terminals. The Audio<br />
20 CD can be combined <strong>with</strong> a 6-disc CD changer and Media Interface in <strong>the</strong> C-Class models.<br />
Overall, <strong>the</strong> new <strong>Mercedes</strong>-<strong>Benz</strong> C-Class is an innovative and ground-breaking model,<br />
designed <strong>to</strong> give <strong>the</strong> driver and passengers both <strong>the</strong> most comfortable, enjoyable, and safe<br />
journey imaginable.<br />
STAR EGYPT 23
STAR FEATURE<br />
The new <strong>Mercedes</strong>-<strong>Benz</strong> SLK<br />
Roadster Setting Standards<br />
<strong>with</strong> Passion, style and<br />
innovative <strong>technology</strong><br />
STAR EGYPT 24<br />
With <strong>the</strong> completely<br />
newly developed SLK, one of <strong>the</strong> most exciting<br />
and successful sports cars ever built is<br />
entering its third generation. The new roadster<br />
uncompromisingly takes driving pleasure and<br />
open-air enjoyment <strong>to</strong> a new level. It blends lightfooted<br />
sportiness <strong>with</strong> stylish comfort, a striking<br />
sports-car design <strong>with</strong> <strong>to</strong>tal suitability for everyday<br />
use, <strong>to</strong>p performance <strong>with</strong> exemplary ecology.<br />
What’s more, <strong>the</strong> SLK is proud <strong>to</strong> present <strong>the</strong><br />
world premiere of <strong>the</strong> panoramic vario-roof <strong>with</strong><br />
MAGIC SKY CONTROL, which switches <strong>to</strong> light or<br />
dark at <strong>the</strong> <strong>to</strong>uch of a but<strong>to</strong>n. Exemplary efficiency<br />
and sporty flair come courtesy of powerful new<br />
4- and 6-cylinder engines featuring <strong>the</strong> standardspecification<br />
ECO start/s<strong>to</strong>p function. With <strong>the</strong>ir<br />
superb levels of performance, <strong>the</strong>y are up <strong>to</strong><br />
25% more economical than <strong>the</strong>ir predecessors.<br />
With a unique set of safety equipment and<br />
a wealth of technical innovations, <strong>the</strong> SLK<br />
is once again <strong>the</strong> benchmark in its class.<br />
“The new SLK embodies <strong>the</strong> role of <strong>the</strong> trendsetter<br />
like no o<strong>the</strong>r car”, says Dr Dieter Zetsche,<br />
Chairman of <strong>the</strong> Board of Management of<br />
Daimler AG and CEO of <strong>Mercedes</strong>-<strong>Benz</strong> Cars. “I<br />
am convinced that <strong>with</strong> its passionate design,<br />
its high-quality interior and its modesty at <strong>the</strong><br />
filling station it will continue <strong>to</strong> provide an<br />
enormous amount of fun on <strong>the</strong> road in future,<br />
<strong>to</strong>o, consolidating its status as a cult roadster.”<br />
Innovations are part of <strong>the</strong> successful<br />
his<strong>to</strong>ry of <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> SLK:<br />
��In 1996 <strong>the</strong> <strong>first</strong> generation caused a sensation<br />
<strong>with</strong> <strong>the</strong> vario-roof, which transformed <strong>the</strong> wideopen<br />
roadster in<strong>to</strong> a coupé <strong>with</strong> a fixed roof at<br />
<strong>the</strong> <strong>to</strong>uch of a but<strong>to</strong>n in just a few seconds;<br />
��<strong>the</strong> second generation placed <strong>the</strong> warm<br />
AIRSCARF <strong>around</strong> <strong>the</strong> neck and shoulders of<br />
<strong>the</strong> occupants as needed, ensuring pleasurable<br />
Specification:<br />
Standard Engine 5.4L V8<br />
Standard Transmission 7 Speed<br />
Au<strong>to</strong>matic<br />
Cylinders 8<br />
Horsepower @RPM 355@5750<br />
Fuel Economy Cty/Hwy 14 / 22<br />
Combined Fuel Economy 17<br />
EPA Class Two Seater<br />
Number of Valves 24<br />
Rear Wheel Drive<br />
open-<strong>to</strong>p mo<strong>to</strong>ring even in cooler temperatures;<br />
��now <strong>the</strong> third generation is presenting one of<br />
its unique highlights; <strong>the</strong> world premiere of <strong>the</strong><br />
panoramic vario-roof <strong>with</strong> MAGIC SKY CONTROL.<br />
It can be quickly switched <strong>to</strong> light or<br />
dark at <strong>the</strong> <strong>to</strong>uch of a but<strong>to</strong>n<br />
But <strong>the</strong> new <strong>Mercedes</strong>-<strong>Benz</strong> SLK offers more<br />
than merely individual highlights. It assumes a<br />
leading position in every discipline and offers fun<br />
at <strong>the</strong> wheel in every respect, <strong>with</strong> no half-hearted<br />
compromises. It impresses <strong>with</strong> characteristics<br />
which are generally deemed <strong>to</strong> be irreconcilable:<br />
it succeeds in uniting excellent comfort and<br />
high-quality equipment and appointments<br />
<strong>with</strong> a decidedly sporty flair, for instance. At<br />
<strong>the</strong> same time <strong>the</strong> new roadster is <strong>the</strong> most<br />
economical and thus <strong>the</strong> most environmentally<br />
friendly in its class, also setting new safety<br />
standards. And all-wea<strong>the</strong>r driving enjoyment,<br />
open and closed, in leisure-time and everyday<br />
use, is firmly anchored in <strong>the</strong> SLK’s genes.<br />
A distinctive design creates a sporty presence<br />
The designers have tailor-made an outfit for <strong>the</strong><br />
new SLK which emphasises its classic roadster<br />
proportions and puts <strong>the</strong>m in <strong>the</strong> spotlight <strong>to</strong><br />
thrilling effect. Behind <strong>the</strong> long bonnet is a
compact passenger compartment positioned<br />
far back, and a short tail end. The SLK will<br />
tempt potential cus<strong>to</strong>mers <strong>with</strong> <strong>the</strong> key<br />
attributes that characterise all <strong>the</strong> classic<br />
roadsters from <strong>Mercedes</strong>-<strong>Benz</strong> and that have<br />
also made many of <strong>the</strong>m au<strong>to</strong>motive icons.<br />
The <strong>first</strong> feature <strong>to</strong> catch <strong>the</strong> eye is an<br />
upright radia<strong>to</strong>r grille that stands proud and<br />
confident in <strong>the</strong> wind. It facilitates <strong>the</strong> long<br />
and well-proportioned bonnet and <strong>with</strong> its<br />
rearward light-catching con<strong>to</strong>urs it already<br />
hints at <strong>the</strong> roadster’s dynamic qualities.<br />
The wide radia<strong>to</strong>r grille bears <strong>the</strong> <strong>Mercedes</strong>-<br />
<strong>Benz</strong> star in a prominent central position and<br />
displays a powerfully con<strong>to</strong>ured fin, chromed<br />
at <strong>the</strong> front. The clearly defined headlamps<br />
complete <strong>the</strong> look for <strong>the</strong> new SLK’s face,<br />
which resembles that of <strong>the</strong> legendary 190<br />
SL from <strong>the</strong> 1950s, which is regarded by<br />
many as being <strong>the</strong> original “SLK”. But it was<br />
certainly not just <strong>the</strong> past that <strong>the</strong> designers<br />
were focussing on; <strong>with</strong> <strong>the</strong> new SLK’s front<br />
end <strong>the</strong>y also intentionally created a close<br />
visual link <strong>with</strong> <strong>the</strong> new <strong>Mercedes</strong>-<strong>Benz</strong> SLS<br />
AMG “gull-wing model” and <strong>the</strong> new CLS.<br />
The amazing and measurable proof of<br />
<strong>the</strong> meticulously detailed work that has<br />
been carried out is that in spite of <strong>the</strong><br />
more striking, steeper front and <strong>the</strong> larger<br />
frontal area, <strong>the</strong> Cd value has been cut <strong>to</strong><br />
just 0.30 – a brilliant achievement (<strong>the</strong><br />
preceding model’s Cd value was 0.32).<br />
The closed, elegant shape of <strong>the</strong> side<br />
view <strong>with</strong> <strong>the</strong> classic roadster proportions<br />
quickens <strong>the</strong> pulse and is a visual promise<br />
of <strong>the</strong> sportiness and driving pleasure in<br />
s<strong>to</strong>re. Fine details show <strong>the</strong> care that has<br />
been taken by <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> designers.<br />
For example, a fillet conceals <strong>the</strong> boot joint,<br />
so that it does not disturb <strong>the</strong> side aspect<br />
as <strong>with</strong> similar roof designs. The ventilation<br />
grilles in <strong>the</strong> front wings <strong>with</strong> a chromed<br />
fin are reminiscent of <strong>the</strong> famous <strong>Mercedes</strong>-<br />
<strong>Benz</strong> roadsters of <strong>the</strong> 1950s. In <strong>the</strong> new SLK<br />
<strong>the</strong>y form <strong>the</strong> perfect starting point for a<br />
feature line which flows <strong>to</strong> <strong>the</strong> muscular rear<br />
wing, using light and shadow <strong>to</strong> add style<br />
and elegance <strong>to</strong> <strong>the</strong> sides. Meanwhile <strong>the</strong><br />
upper edge of <strong>the</strong> wide headlamps, which<br />
boast all-LED <strong>technology</strong> for <strong>the</strong> <strong>first</strong> time,<br />
also appears <strong>to</strong> flow in<strong>to</strong> <strong>the</strong> feature line.<br />
STAR EGYPT 25
STAR NEW<br />
<strong>Mercedes</strong>-<strong>Benz</strong> launches<br />
integrated advertising<br />
campaign for <strong>the</strong> new CLS<br />
The 29th January is a very special day for <strong>Mercedes</strong>-<strong>Benz</strong>. It was on this day in 1886 that Carl <strong>Benz</strong><br />
filed a patent application (number 37435) at <strong>the</strong> Reich patent office for his “vehicle operated by gas<br />
engine”. And now, 125 years <strong>to</strong> <strong>the</strong> day, 29th January 2011 saw <strong>the</strong> launch of <strong>the</strong> latest development<br />
from <strong>Mercedes</strong>-<strong>Benz</strong> – <strong>the</strong> new CLS. This new generation of <strong>the</strong> four-door coupé embodies <strong>to</strong><br />
perfection <strong>the</strong> remarkable capacity for innovation in <strong>the</strong> fields of design and <strong>technology</strong> which<br />
has characterised <strong>the</strong> brand <strong>with</strong> <strong>the</strong> three-pointed star for over a century. This combination of<br />
sensuality and sense is picked up by <strong>the</strong> 360° campaign for <strong>the</strong> market launch of <strong>the</strong> new CLS.<br />
STAR EGYPT 26<br />
“There has never been a new<br />
vehicle concept which has enjoyed <strong>the</strong> same<br />
degree of success as <strong>the</strong> CLS. With <strong>the</strong> launch<br />
of this model in Oc<strong>to</strong>ber 2004 <strong>Mercedes</strong>-<strong>Benz</strong><br />
established a bold, new vehicle concept and <strong>the</strong><br />
new version builds on this <strong>with</strong> its exciting design<br />
and refined sportiness”, says Anders Sundt Jensen,<br />
Head of Brand Communications <strong>Mercedes</strong>-<strong>Benz</strong><br />
Cars. “On <strong>to</strong>p of this, <strong>the</strong> coupé offers even greater<br />
efficiency, agility and safety than before. Every<br />
driver of <strong>the</strong> new CLS will be able <strong>to</strong> feel this<br />
perfect combination of sensuality and sense which<br />
makes this such an unique vehicle. And that is<br />
what we focus on in <strong>the</strong> campaign.”<br />
Campaign built <strong>around</strong> print advertising, a TV<br />
advertisement, pre-roll ads and a web special<br />
The integrated advertising campaign comprises<br />
all <strong>the</strong> communications channels – from print<br />
advertising <strong>to</strong> TV and radio advertisements,<br />
pre-roll ads, an interactive web special and an<br />
iPad app all <strong>the</strong> way up <strong>to</strong> retail and interactive<br />
marketing activities. The campaign presents <strong>the</strong><br />
CLS in a distinctive, purple-coloured cosmopolitan<br />
setting and underlines its claim <strong>to</strong> <strong>the</strong> leadership<br />
of <strong>the</strong> four-door coupé segment assuredly and<br />
au<strong>the</strong>ntically.<br />
In <strong>the</strong> twelve different print advertisements,<br />
for example, <strong>the</strong> visual charisma of <strong>the</strong> vehicle<br />
is associated <strong>with</strong> succinct messages such as<br />
“Sensuality and sense”, or “Proud <strong>to</strong> present two<br />
high-lights”. Through this approach <strong>Mercedes</strong>-<br />
<strong>Benz</strong> underlines <strong>the</strong> status of <strong>the</strong> new coupé as a<br />
perfect combination of exciting beauty, innovative<br />
safety <strong>technology</strong> and sustainable mobility. These<br />
qualities derive from features – such as Active Blind
Spot Assist, Active Lane Keeping Assist, new Kurkova in <strong>the</strong> visual for <strong>the</strong> international<br />
high-performance LED headlamps and efficient <strong>Mercedes</strong>-<strong>Benz</strong> Fashion engagement. The<br />
engines which consume up <strong>to</strong> 25 percent less spectacular image, which captivates <strong>the</strong> viewer<br />
fuel – offering <strong>the</strong> highest standards of safety, <strong>with</strong> its beauty, dynamism and flamboyance,<br />
driving dynamics and economy.<br />
appeared for <strong>the</strong> <strong>first</strong> time on posters, print<br />
The TV advertisement concentrates on <strong>the</strong> advertisements and internet at <strong>the</strong> <strong>Mercedes</strong>irresistible<br />
attraction of <strong>the</strong> CLS by playing on <strong>Benz</strong> Fashion Week Berlin from 19<br />
<strong>the</strong> idea of <strong>the</strong> desire for absolute freedom <strong>to</strong><br />
make one’s own choices. It shows a middle-aged<br />
man who has swapped his successful career for<br />
a simple life in <strong>the</strong> mountains. Suddenly, he sees<br />
<strong>the</strong> CLS on a mountain road and is completely<br />
captivated by <strong>the</strong> exciting beauty of this coupé –<br />
it is a moment which changes his life once again.<br />
Parallel <strong>to</strong> <strong>the</strong> TV advertisement <strong>the</strong>re are<br />
three different films which run on <strong>the</strong> web and<br />
in cinemas. As well as presenting <strong>the</strong> excitement<br />
of <strong>the</strong> CLS <strong>the</strong>y offer an amusing take on<br />
<strong>the</strong> energy-saving and environment-friendly<br />
BlueEFFICIENCY model as well as <strong>the</strong> unique<br />
LED <strong>technology</strong>. The innovative light system of<br />
<strong>the</strong> CLS is also explained in detail in a dedicated<br />
report on www.mercedes-benz.tv.<br />
In addition <strong>to</strong> <strong>the</strong>se measures, <strong>the</strong> CLS plays<br />
a starring role along <strong>with</strong> <strong>to</strong>p model Karolina<br />
th <strong>to</strong> 22nd A i L K i A i K k i h i l f h i i<br />
January 2011.<br />
Web special <strong>with</strong> a short s<strong>to</strong>ry by bestselling<br />
author Joey Goebel already online<br />
An interactive web special at www.mercedesbenz.com/cls<br />
has been giving visi<strong>to</strong>rs an<br />
impression of <strong>the</strong> new CLS ever since <strong>the</strong> world<br />
premiere of <strong>the</strong> vehicle. A short s<strong>to</strong>ry by bestselling<br />
American author Joey Goebel allows<br />
users not only <strong>to</strong> experience <strong>the</strong> unique fourdoor<br />
coupé but also <strong>to</strong> assume <strong>the</strong> role of <strong>the</strong><br />
main character and play an active role in <strong>the</strong><br />
s<strong>to</strong>ry “Sensuality and sense”. The highlights<br />
of <strong>the</strong> CLS are presented in additional short<br />
s<strong>to</strong>ries by Joey Goebel in <strong>the</strong> form of videos. A<br />
version of <strong>the</strong> interactive web special optimised<br />
for <strong>the</strong> iPad is available in <strong>the</strong> App S<strong>to</strong>re.<br />
STAR EGYPT 27
STAR ENTERTAINMENT<br />
<strong>Mercedes</strong>-<strong>Benz</strong> sponsors<br />
Andrea Bocelli show at <strong>the</strong> Pyramids<br />
STAR EGYPT 28<br />
Last autumn, <strong>Mercedes</strong>-<strong>Benz</strong><br />
was <strong>the</strong> Offical Car for a very special event on <strong>the</strong><br />
Egyptian calendar.<br />
Andrea Bocelli, <strong>the</strong> Italian tenor performed live<br />
at a concert held at <strong>the</strong> Pyramids Sound and Light<br />
Theatre on 25th, September.<br />
During his stay in Cairo, Bocelli had a S-Class<br />
<strong>Mercedes</strong>-<strong>Benz</strong> and driver at his disposal while his<br />
staff and family travelled in E-Class cars.<br />
Born on 22nd September 1958 he grew up on <strong>the</strong><br />
family farm in Lajatico, Tuscany, Italy.<br />
With poor eyesight from birth he became<br />
completely blind at <strong>the</strong> age of twelve following a<br />
football accident. But as a young boy, Bocelli showed<br />
a great passion for music. His mo<strong>the</strong>r has said that<br />
music was <strong>the</strong> only thing that would comfort him. At<br />
<strong>the</strong> age of six he started piano lessons and later he<br />
would also spend time singing during his childhood.<br />
Bocelli has said; “I have always known I was born <strong>to</strong><br />
sing, ever since I was a child”. At <strong>the</strong> age of 14 he<br />
won his <strong>first</strong> song competition, <strong>the</strong> Margherita d’Oro<br />
in Viareggio <strong>with</strong> O sole mio.<br />
After finishing secondary school in 1980, he<br />
studied law at <strong>the</strong> University of Pisa. To earn money<br />
Bocelli performed evenings in piano bars. He<br />
completed law school and spent one year as a courtappointed<br />
lawyer. It was <strong>the</strong>re, in 1987, that he met<br />
his future wife, Enrica.
His professional career began in 1992 and since<br />
winning <strong>the</strong> Newcomers section of <strong>the</strong> Sanremo<br />
Music Festival in 1994, Bocelli has recorded<br />
thirteen solo studio albums, of both classical and<br />
pop music, two greatest hits albums, and eight<br />
complete operas, selling over 70 million copies<br />
worldwide. Thus, he is <strong>the</strong> biggest-selling solo<br />
artist in <strong>the</strong> his<strong>to</strong>ry of classical music.<br />
In 1999, his nomination for Best New Artist at<br />
<strong>the</strong> Grammy Awards marked <strong>the</strong> <strong>first</strong> and so far<br />
only time a classical artist had been nominated in<br />
<strong>the</strong> category, since Leontyne Price, in 1961. The<br />
Prayer, his duet <strong>with</strong> Celine Dion for <strong>the</strong> animated<br />
film, The Quest for Camelot, won <strong>the</strong> Golden Globe<br />
for Best Original Song and was nominated for<br />
an Academy Award in <strong>the</strong> same category. With<br />
<strong>the</strong> release of his classical album, Sacred Arias,<br />
Bocelli captured a listing in <strong>the</strong> Guinness Book<br />
of World Records, as he simultaneously held <strong>the</strong><br />
<strong>to</strong>p three positions on <strong>the</strong> U.S. classical albums<br />
charts. Five of his albums have since reached <strong>the</strong><br />
Top 10 on <strong>the</strong> Billboard 200, and a record-setting<br />
seven, have <strong>to</strong>pped <strong>the</strong> classical albums charts,<br />
in <strong>the</strong> United States.<br />
His passion for music has meant he has<br />
evolved in<strong>to</strong> an all-round musician, songwriter<br />
and producer and multi-instrumentalist as he<br />
has mastered keyboards, <strong>the</strong> flute, saxophone,<br />
trumpet, trombone, harp, harmonica, guitar,<br />
drums and melodic.<br />
For those that attended <strong>the</strong> packed out concert,<br />
an evening <strong>with</strong> Andrea Bocelli against once of<br />
<strong>the</strong> most spectacular backdrops in <strong>the</strong> world was<br />
one <strong>to</strong> remember and one that <strong>Mercedes</strong>-<strong>Benz</strong> is<br />
very proud <strong>to</strong> be associated <strong>with</strong>.<br />
STAR EGYPT 29
STAR SPORTS<br />
<strong>Mercedes</strong>Trophy World Final 2010<br />
Amateur golfers from all over <strong>the</strong><br />
world tee off in Stuttgart<br />
STAR EGYPT 30<br />
From 23–27 September 2010,<br />
Stuttgart played host <strong>to</strong> a première international<br />
amateur golf <strong>to</strong>urnament. Over 100 golfing<br />
enthusiasts and <strong>Mercedes</strong>-<strong>Benz</strong> cus<strong>to</strong>mers from<br />
43 different countries put <strong>the</strong>ir driving, pitching<br />
and putting skills <strong>to</strong> <strong>the</strong> test when <strong>the</strong>y met<br />
for <strong>the</strong> <strong>Mercedes</strong>Trophy World Final, which is<br />
traditionally staged in <strong>the</strong> premium au<strong>to</strong>motive<br />
brand’s home city. For three days, <strong>the</strong> 27 teams<br />
played <strong>the</strong> courses at <strong>the</strong> Bad Liebenzell Golf Club<br />
(25 September) and Schloss Nippenburg Golf Club<br />
(26–27 September). The winning national team<br />
was awarded <strong>the</strong> coveted Nations Cup, and prizes<br />
were also prizes <strong>to</strong> <strong>the</strong> best individual players.<br />
Representing Egypt in Stuttgart were <strong>the</strong><br />
winners of <strong>the</strong> Egyptian <strong>Mercedes</strong>Trophy, held<br />
in May at <strong>the</strong> Stella Di Mare golf course in Ein<br />
Sukhna. The golfers that won <strong>the</strong> three divisions<br />
in <strong>the</strong> <strong>to</strong>urnament, thus winning <strong>the</strong> privilege<br />
of representing Egypt at <strong>the</strong> world final, had<br />
all come from three different clubs. Katameya<br />
Heights’ Ronny Farag, winner of Division A <strong>with</strong><br />
40 Stableford points, Shams Ismail from Mirage<br />
City who won Division B <strong>with</strong> 42 points, and<br />
Golf City’s Khaled Ghannam who won Division<br />
C <strong>with</strong> 37 points were <strong>the</strong> rightful winners.<br />
Division A Winner Ronny Farag said that<br />
“playing <strong>the</strong> <strong>Mercedes</strong>Trophy <strong>to</strong>urnament<br />
in Ein Sukhna was a delight. The organizers<br />
from <strong>Mercedes</strong>-<strong>Benz</strong> and <strong>the</strong> staff at <strong>the</strong> golf<br />
club were superb and <strong>the</strong> course was in great<br />
shape. Travelling <strong>to</strong> Germany <strong>to</strong> play in <strong>the</strong><br />
<strong>Mercedes</strong>Trophy final representing Egypt is quite<br />
an honour. I have never won a big <strong>to</strong>urnament<br />
like this one and I am excited <strong>to</strong> go. I have talked<br />
<strong>to</strong> previous winners and <strong>the</strong>y all say it is a<br />
wonderful experience, and <strong>the</strong> golf is good <strong>to</strong>o.”<br />
In Germany for <strong>the</strong> final, Dr. Joachim Schmidt,<br />
Executive Vice President of Sales and Marketing<br />
at <strong>Mercedes</strong>-<strong>Benz</strong> Cars said that “we are delighted<br />
<strong>to</strong> be able <strong>to</strong> welcome friends and cus<strong>to</strong>mers of<br />
<strong>Mercedes</strong>-<strong>Benz</strong> from all over <strong>the</strong> world in <strong>the</strong><br />
final of <strong>the</strong> <strong>Mercedes</strong>Trophy here in Stuttgart”.<br />
The new <strong>Mercedes</strong>-<strong>Benz</strong> CLS received its<br />
world première on 30 September 2010 at<br />
<strong>the</strong> Paris Mo<strong>to</strong>r Show. However, those taking<br />
part in <strong>the</strong> <strong>Mercedes</strong>Trophy World Final<br />
enjoyed unique preview of <strong>the</strong> car in an<br />
exclusive presentation being held ahead of<br />
<strong>the</strong> official unveiling in <strong>the</strong> French capital.<br />
There was also a Driving Experience event,
which gave <strong>the</strong> <strong>Mercedes</strong>Trophy finalists and<br />
<strong>the</strong>ir accompanying guests <strong>the</strong> opportunity<br />
<strong>to</strong> try out a wide variety of current <strong>Mercedes</strong>-<br />
<strong>Benz</strong> models for <strong>the</strong>mselves. A very special<br />
driving training course was planned: Under<br />
<strong>the</strong> professional tutelage of DTM drivers<br />
Bruno Spengler and Jamie Green, <strong>the</strong>y were<br />
able <strong>to</strong> take <strong>the</strong> wheel of <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong><br />
SLS AMG and acquaint <strong>the</strong>mselves <strong>with</strong><br />
<strong>the</strong> supercar in an unforgettable fashion.<br />
Professional support was also be on<br />
hand on <strong>the</strong> golf course. Professional golfer<br />
Anders Hansen played a special “nearest<br />
<strong>to</strong> <strong>the</strong> line” competition <strong>with</strong> each flight<br />
of players. An exceptional prize awaits<br />
<strong>the</strong> golfer <strong>with</strong> <strong>the</strong> most accurate shot. All<br />
players were, of course, able <strong>to</strong> get valuable<br />
golfing tips from Anders Hansen.<br />
Ano<strong>the</strong>r special competition <strong>to</strong>ok place on <strong>the</strong><br />
second day of <strong>the</strong> <strong>to</strong>urnament. Waiting <strong>to</strong> greet<br />
<strong>the</strong> finalists at <strong>the</strong> 10th hole of <strong>the</strong> course at<br />
<strong>the</strong> Schloss Nippenburg Golf Club was Marcus<br />
Allen, Laureus Academy Member and former<br />
professional American football player. Marcus<br />
Allen pitted himself against <strong>the</strong> finalists in a<br />
“nearest <strong>to</strong> <strong>the</strong> pin” challenge, at <strong>the</strong> same time<br />
as collecting donations for <strong>the</strong> Laureus Sport<br />
for Good Foundation. As one of its founding<br />
members, <strong>Mercedes</strong>-<strong>Benz</strong> does a great deal<br />
<strong>to</strong> support this foundation. In addition <strong>to</strong> <strong>the</strong><br />
sums collected at <strong>the</strong> <strong>Mercedes</strong>Trophy World<br />
Final, all of <strong>the</strong> donations made during <strong>the</strong><br />
<strong>Mercedes</strong>Trophy qualification <strong>to</strong>urnaments<br />
that were staged <strong>around</strong> <strong>the</strong> world will benefit<br />
<strong>the</strong> Laureus Sport for Good Foundation <strong>to</strong>o.<br />
<strong>Mercedes</strong>-<strong>Benz</strong>’s involvement in amateur<br />
golf dates back <strong>to</strong> 1989. The <strong>Mercedes</strong>Trophy is<br />
<strong>the</strong> brand’s own series of amateur invitational<br />
<strong>to</strong>urnaments for cus<strong>to</strong>mers, <strong>with</strong> some 58,000<br />
players competing in 43 countries every year.<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt’s team dressed in<br />
pharaonic costume<br />
STAR EGYPT 31
STAR SPORTS<br />
<strong>Mercedes</strong>-<strong>Benz</strong> is a sponsor of <strong>the</strong><br />
Egyptian Open for third year<br />
STAR EGYPT 32<br />
Chile’s Mark Tullo secured a place<br />
on next year’s full European Tour after a brilliant<br />
final round, six under-par <strong>to</strong> <strong>to</strong>tal 66, saw him finish<br />
on 275 (-13) and clinch a dramatic one shot vic<strong>to</strong>ry<br />
in <strong>the</strong> Egyptian Open at <strong>the</strong> JW Marriott, Mirage City<br />
Golf Club Saturday Oc<strong>to</strong>ber 23 2010. Confirming its<br />
increasing commitment <strong>to</strong> golf, <strong>Mercedes</strong>-<strong>Benz</strong> was<br />
a sponsor of <strong>the</strong> open for <strong>the</strong> third consecutive year.<br />
The 32 year-old had started <strong>the</strong> final round five<br />
shots adrift of George Murray of Scotland, but <strong>the</strong><br />
Scot had <strong>to</strong> settle for a disappointing level par 72<br />
and a tie for second <strong>with</strong> Holland’s Mark de Vries,<br />
who shot 71 (-1), <strong>to</strong> <strong>to</strong>tal 276 (-12).<br />
“I didn’t look at <strong>the</strong> scoreboard once during <strong>the</strong><br />
round so when I got <strong>to</strong> <strong>the</strong> eighteenth and saw I<br />
was leading I was like ‘wow’!” said <strong>the</strong> former<br />
Chile Open champion who won his <strong>first</strong> European<br />
Challenge Tour title <strong>with</strong> vic<strong>to</strong>ry in <strong>the</strong> 2010 Rolex<br />
Trophy earlier this year. “I genuinely didn’t know<br />
what was going on until I finished and <strong>the</strong>n I had a<br />
pretty nervous ten minutes.”<br />
After receiving <strong>the</strong> 89 year-old trophy from<br />
Egyptian Golf Federation, Tullo said he was<br />
delighted <strong>to</strong> have gained his playing privileges for<br />
<strong>the</strong> full European Tour.<br />
“Winning is so important for me; <strong>to</strong> secure my<br />
card for The European Tour for next season is like<br />
a dream. Next week I can be so much more relaxed<br />
at <strong>the</strong> Grand Final, I can’t tell you how much this<br />
means. It’s amazing. Shooting 66 <strong>to</strong> win is pretty<br />
special as well.”<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt put on a dazzling display<br />
<strong>with</strong> a several <strong>to</strong>p of <strong>the</strong> line cars both on show<br />
and available for test drive. The sumptuous S-Class,<br />
GLK, E-Coupe and E-250 were all on display <strong>around</strong><br />
<strong>the</strong> course, for both specta<strong>to</strong>rs and participants <strong>to</strong>
appreciate. And, as an additional treat, <strong>the</strong> GLK<br />
and E-250 were additionally available for a test<br />
drive.<br />
For De Vries and Murray <strong>the</strong>re were mixed<br />
emotions after both failed <strong>to</strong> birdie <strong>the</strong> final hole<br />
and force a play-off. “I putted badly,if I had even<br />
just made a couple of those putts <strong>the</strong>n I would<br />
have won or at least forced a play off,” said<br />
Murray, who along <strong>with</strong> De Vries will also go<br />
in<strong>to</strong> next week’s Grand Final <strong>with</strong> full European<br />
Tour privileges secure for 2011.<br />
De Vries admitted he was more relieved than<br />
disappointed. “I’m delighted <strong>to</strong> come second as I<br />
wasn’t controlling my swing at all <strong>to</strong>day and was<br />
very nervous coming down <strong>the</strong> back nine,” said<br />
<strong>the</strong> Dutchman.<br />
Meanwhile, World Number Nine Rory McIlroy<br />
bounced back from playing “<strong>the</strong> worst ever as<br />
a pro” <strong>to</strong> share twelfth place, thanks <strong>to</strong> a final<br />
round of 68 (-4) and a finish on 283 and six<br />
under par for <strong>the</strong> week.<br />
“It was definitely <strong>the</strong> best I played all week<br />
and it could have been a lot lower,” said McIlroy<br />
who now goes back <strong>to</strong> his ‘day job’ on <strong>the</strong> full<br />
European Tour after donating his prize money <strong>to</strong><br />
<strong>the</strong> development of junior golf in Egypt.<br />
“On <strong>the</strong> back nine, I missed four short ones for<br />
birdie in a row, all inside eight feet, so it could<br />
have been very, very good, but that’s <strong>the</strong> way it<br />
goes. There was a massive difference between<br />
how I hit <strong>the</strong> ball on Wednesday in <strong>the</strong> <strong>first</strong><br />
round and how I hit it <strong>to</strong>day so that’s really good.<br />
Wednesday was really bad, it was <strong>the</strong> worst that<br />
I have ever hit it as a professional, put it that<br />
way.<br />
“Overall I’ve thoroughly enjoyed <strong>the</strong> <strong>trip</strong> <strong>to</strong><br />
Egypt. The golf course was in fantastic condition<br />
and <strong>the</strong> hotel resort was excellent.<br />
“It was cool <strong>to</strong> see <strong>the</strong> Pyramids even though<br />
it was a short <strong>trip</strong> but I was <strong>the</strong> <strong>first</strong> guy <strong>to</strong> ever<br />
hit balls at <strong>the</strong> Pyramids so that was brilliant.<br />
Hopefully I’ll be able <strong>to</strong> come back one day if it<br />
becomes a European Tour event.”<br />
Egyptian Open final standings<br />
275 (-13) Tullo (Chile)<br />
276 (-12) De Vries (Holland), Murray (Scotland)<br />
278 (-10) Slattery (England)<br />
279 (-9) Jamieson (Scotland), Gagli (Italy), Gaunt<br />
(Australia)<br />
O<strong>the</strong>r scores:<br />
282 (-6) McIlroy (Nor<strong>the</strong>rn Ireland)<br />
l <strong>to</strong> r: Mr. Ayman Hussein, chairman of <strong>the</strong> Egyptian Golf Federation, Eng. Zakaria Makary,<br />
direc<strong>to</strong>r of Sales and Marketing, <strong>Mercedes</strong>-<strong>Benz</strong> Egypt and Rory Mcllroy world #9<br />
STAR EGYPT 33
STAR SPORTS<br />
<strong>Mercedes</strong> Masters<br />
Takes Egyptian<br />
Tennis Arena by<br />
S<strong>to</strong>rm<br />
STAR EGYPT 34
<strong>Mercedes</strong>-<strong>Benz</strong><br />
hosted <strong>the</strong> <strong>Mercedes</strong> Masters, Egyptian<br />
Tennis Challenge for 2010. The<br />
competition <strong>to</strong>ok place at Palm Hills<br />
Club, 6th Of Oc<strong>to</strong>ber, lasted for four days<br />
as part of <strong>the</strong> ongoing collaboration<br />
that began four years ago between<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt and Palm Aroussy<br />
Tennis Academy at <strong>the</strong> Palm Club<br />
supporting <strong>the</strong> sports scene in Egypt.<br />
The competition hosted 85 Egyptian<br />
tennis talents and <strong>the</strong> lucky winners<br />
were announced in a glamorous<br />
event, where <strong>the</strong> prizes were handed<br />
under <strong>the</strong> supervision of Zakaria<br />
Mackary, Direc<strong>to</strong>r of Sales & Marketing<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt, Neyazi Sharabi,<br />
president of Palm Hills Club and<br />
Hassan El Arousy, direc<strong>to</strong>r of Palm<br />
Aroussy Tennis Academy. The event<br />
was sanctioned by <strong>the</strong> Egyptian<br />
Tennis Federation (ETF), represented<br />
by Esraa El Sanhoury, chairman of<br />
<strong>the</strong> ETF, and Dr. Fouad Hakeem,<br />
head of <strong>the</strong> Pioneers Committee.<br />
The many specta<strong>to</strong>rs at <strong>the</strong><br />
<strong>to</strong>urnament not only saw some<br />
exciting tennis matches, <strong>the</strong>y were<br />
also treated <strong>to</strong> <strong>the</strong> sight of some<br />
excellent au<strong>to</strong>mobiles. Players and<br />
compound residents had <strong>the</strong> chance<br />
<strong>to</strong> test-drive <strong>the</strong> newly launched, high<br />
excellence set of 2011 models in an<br />
unforgettable driving experience.<br />
Mackary advised that <strong>Mercedes</strong>-<strong>Benz</strong><br />
Egypt is and will always be keen on<br />
supporting <strong>the</strong> sports scene in Egypt as<br />
part of <strong>the</strong> dynamic and healthy lifestyle<br />
that <strong>Mercedes</strong>-<strong>Benz</strong> stands for. He also<br />
pointed out that this is only one episode<br />
in an ongoing series of sport-oriented<br />
activities organized by <strong>Mercedes</strong>-<br />
<strong>Benz</strong>, such as <strong>the</strong> <strong>Mercedes</strong>Trophy<br />
that was held at <strong>the</strong> Stella di Mare<br />
Golf Club in Ein Sokhna, last May.<br />
(r <strong>to</strong> l) Mr. Arrousy, Mr. Sharabi and Mr. Mackary <strong>with</strong><br />
����������������<br />
STAR EGYPT 35
STAR ENTERTAINMENT<br />
Star Lounge<br />
<strong>Mercedes</strong>-<strong>Benz</strong><br />
New Year’s Celebration<br />
STAR EGYPT 36<br />
The Fairmont Towers was <strong>the</strong> scene<br />
of a spectacular New Years Eve<br />
celebration as byGanz in association<br />
<strong>with</strong> Star Lounge <strong>Mercedes</strong>-<strong>Benz</strong> presented<br />
HOLLYWOOD New Year’s Eve 2011.<br />
The <strong>Mercedes</strong>-<strong>Benz</strong> E-class coupe was<br />
proudly on display in <strong>the</strong> lobby but in <strong>the</strong><br />
Ballroom itself keeping <strong>with</strong> <strong>the</strong> style and<br />
flash of <strong>the</strong> evening s<strong>to</strong>od <strong>the</strong> legendary<br />
SLS AMG.<br />
The celebration went on in proper style as<br />
byGanz presented Hollywood as <strong>the</strong> <strong>the</strong>me<br />
<strong>to</strong> this exclusive New Year’s Eve party
featuring entertainment by DJ Samba, Toyboys<br />
and Luca G. Tarek Zaki & Diana Hernandez were<br />
also featured as was an open bar, gourmet eats<br />
and free bouchon, <strong>the</strong> dress code was Hollywood<br />
Star.<br />
Even <strong>the</strong> bartenders were part of <strong>the</strong> <strong>the</strong>me.<br />
They were dressed like <strong>the</strong> barmen from your<br />
favourite Hollywood movies where <strong>the</strong> guys<br />
looked just stunning, and do did <strong>the</strong> barmen at<br />
<strong>the</strong> Fairmont <strong>to</strong>wers.<br />
The party went on until <strong>the</strong> early morning<br />
hours as 2011 was welcomed in.<br />
STAR EGYPT 37
STAR SHOWS<br />
STAR EGYPT 38
Star Finance Featured at<br />
Formula Al Ahram Au<strong>to</strong> Show<br />
The18 th Cairo International<br />
Mo<strong>to</strong>r Show (Formula Al Ahram 2011)<br />
Opened on 12 th of January 2011.<br />
The event <strong>to</strong>ok place at <strong>the</strong> Cairo<br />
International Conference Centre,<br />
(CICC) From 12 <strong>to</strong> 16 January 2011 <strong>with</strong><br />
<strong>to</strong>tal area of more than 35,000 square<br />
metres in 11 indoor halls and was visited<br />
by more than 350,000 au<strong>to</strong>mobile fans.<br />
<strong>Mercedes</strong>-<strong>Benz</strong> played a prominent role<br />
in <strong>the</strong> event <strong>with</strong> a large display of models<br />
including dome well know classic cars.<br />
The show is organized by Art Line for<br />
Organising International Exhibitions and<br />
Conferences in cooperation <strong>with</strong> Al Ahram<br />
Establishment and AMC Promotion, <strong>the</strong><br />
organizer of Paris International Mo<strong>to</strong>r<br />
show. The event was also supported by<br />
<strong>the</strong> Egyptian Au<strong>to</strong>mobile Manufacturers<br />
Association (EAMA), Egyptian Au<strong>to</strong> Feeders<br />
Association, (EAFA) and <strong>the</strong> Au<strong>to</strong>mobile<br />
and Touring Club of Egypt (ATCE).<br />
All parts of <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> cus<strong>to</strong>mer<br />
base were addressed during <strong>the</strong> show.<br />
The buyer <strong>with</strong> a family could visit <strong>the</strong><br />
family segment <strong>with</strong> <strong>the</strong> GLK 350, <strong>the</strong> B<br />
160, and <strong>the</strong> C 180 ESTATE on display,<br />
<strong>with</strong> <strong>the</strong> C180 ELEGANCE and <strong>the</strong> E250<br />
AVANTGRADE displayed nearby. The SUV<br />
fans in <strong>the</strong> 4X4 hall found a GLK as well.<br />
For those who wanted a souvenir of <strong>the</strong><br />
show especially one <strong>with</strong> a Silver Star on<br />
it a collection of accessories such as key<br />
chains and watches was well patronised<br />
In addition <strong>to</strong> displaying its wide range<br />
of cars, <strong>Mercedes</strong> <strong>Benz</strong> also introduced<br />
a new concept <strong>to</strong> increase its level of<br />
cus<strong>to</strong>mer service for Silver Star Cus<strong>to</strong>mers;<br />
<strong>the</strong> very special offers launched this year<br />
by STAR Finance. It takes from you just one<br />
visit <strong>to</strong> our showrooms <strong>to</strong> learn about, and<br />
�����������������������������������������<br />
meet your requirements. <strong>Mercedes</strong>-<strong>Benz</strong><br />
Egypt continues <strong>to</strong> build on its success in<br />
<strong>the</strong> Egyptian market by designing easy<br />
�����������������������������������������<br />
driving <strong>the</strong>ir own new <strong>Mercedes</strong> quickly.<br />
The STAR Finance programmes are<br />
available at <strong>Mercedes</strong>-<strong>Benz</strong> show<br />
rooms in Cairo, Giza and Alexandria <strong>to</strong><br />
assure each <strong>Mercedes</strong>-<strong>Benz</strong> fan and<br />
cus<strong>to</strong>mer complete ease in reaching<br />
<strong>the</strong>ir target of getting <strong>the</strong> best offers,<br />
services and owning <strong>the</strong>ir new <strong>Mercedes</strong>-<br />
<strong>Benz</strong> cars <strong>with</strong> complete enjoyment.<br />
MB lifestyle accessory collection<br />
STAR EGYPT 39
STAR FASHION<br />
<strong>Mercedes</strong>-<strong>Benz</strong> and Fashion<br />
STAR EGYPT 40<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt<br />
sponsored Fashion Art Cairo, a sneak preview<br />
of <strong>the</strong> Melez Fashion Festival staged in<br />
Bochum Germany. The show <strong>to</strong>ok place at<br />
<strong>the</strong> German Ambassador’s residence in Cairo<br />
and was hosted by <strong>the</strong> German Ambassador<br />
H.E. Michael Bock and his wife.<br />
Fashion Art Cairo is an artistic collection by<br />
Egyptian and German designers inspired by <strong>the</strong><br />
Bedouin artisan traditions in <strong>the</strong> South Sinai. The<br />
Bedouin women wear embroidered and beaded<br />
dresses, head coverings belts and accessories<br />
<strong>with</strong> motifs and vivid colours representing<br />
<strong>the</strong>ir individual tribal backgrounds. The<br />
show was organised by Ruhr 2010 European<br />
Capital of Culture, Bochum. In addition <strong>to</strong><br />
<strong>Mercedes</strong>-<strong>Benz</strong> and <strong>the</strong> German Embassy, <strong>the</strong><br />
Goe<strong>the</strong> Institute Cairo, Art direc<strong>to</strong>r Susanne<br />
Kümperand was also a sponsor among o<strong>the</strong>rs.<br />
<strong>Mercedes</strong> -<strong>Benz</strong> has long associated itself <strong>with</strong><br />
fashion and is among <strong>the</strong> highlights of Berlin<br />
Fashion Week in January 2011 <strong>with</strong> <strong>the</strong> shows<br />
organized by <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> Fashion Week<br />
Berlin at Bebelplatz in <strong>the</strong> his<strong>to</strong>rical heart of Berlin.<br />
This year, The ‘RECOLLECTION QUARTET’ staged<br />
by <strong>Mercedes</strong>-<strong>Benz</strong> and MoMu Fashion Museum,<br />
Antwerp, was showcased in line <strong>with</strong> <strong>Mercedes</strong>-<br />
<strong>Benz</strong> Fashion Week Berlin. Toge<strong>the</strong>r <strong>with</strong> <strong>the</strong><br />
Belgian artist and pho<strong>to</strong>grapher Frederik Heyman,<br />
four international fashion designers mounted an<br />
exhibition featuring four iconic <strong>Mercedes</strong>-<strong>Benz</strong><br />
models dating from <strong>the</strong> 1970s <strong>to</strong> <strong>the</strong> early 1990s<br />
that still have great appeal <strong>to</strong>day. The exhibition<br />
was on at <strong>the</strong> paint studio of <strong>the</strong> Deutsche Oper<br />
opera house’s former stage services company<br />
in Berlin-Mitte. The settings <strong>to</strong>ok visi<strong>to</strong>rs <strong>to</strong> <strong>the</strong><br />
exhibition back <strong>to</strong> <strong>the</strong> era associated <strong>with</strong> each<br />
car. They reflect <strong>the</strong> spirit of <strong>the</strong> time, <strong>the</strong> prestige<br />
enjoyed by <strong>the</strong>se legendary cars, and <strong>the</strong>ir<br />
image as well as that of <strong>the</strong>ir typical owners. The<br />
memories and stereotypes <strong>the</strong>y evoke are <strong>the</strong>n<br />
transposed on<strong>to</strong> <strong>the</strong> 21st century. With a knowing<br />
smile, <strong>the</strong> exhibition lineds collective memories of<br />
a bygone age <strong>with</strong> <strong>the</strong> fashion and design of <strong>to</strong>day.
<strong>Mercedes</strong>-<strong>Benz</strong> Online TV<br />
http://www.mercedes-benz.tv<br />
STAR ONLINE<br />
The website http://www.mercedesbenz.tv<br />
is <strong>the</strong> official <strong>Mercedes</strong>-<strong>Benz</strong><br />
TV channel <strong>with</strong> <strong>the</strong> latest reports and<br />
exciting insights in<strong>to</strong> <strong>the</strong> fascinating<br />
world of <strong>Mercedes</strong>-<strong>Benz</strong>. Discover<br />
more about <strong>the</strong> vehicles, innovation,<br />
<strong>technology</strong>, fashion, lifestyle and music.<br />
The Drive magazine features <strong>the</strong><br />
latest news on vehicles, innovation<br />
and <strong>technology</strong> from <strong>Mercedes</strong>-<strong>Benz</strong><br />
every two weeks. Click on and view<br />
<strong>the</strong> films you want <strong>to</strong> see or download<br />
<strong>the</strong>m for future viewing. Get <strong>to</strong> know<br />
promising new talents from <strong>around</strong><br />
<strong>the</strong> world <strong>with</strong> <strong>the</strong> Mixed Tape<br />
Music Magazine released every eight<br />
weeks. These tracks are available as a<br />
dedicated free download compilation.<br />
<strong>Mercedes</strong>-<strong>Benz</strong> TV also features<br />
news from Mo<strong>to</strong>rsports, <strong>Mercedes</strong>-<br />
<strong>Benz</strong> Fashion Week, Laureus Charity<br />
Events, TV Spots and special reports.<br />
Currently featured is a film describing<br />
<strong>the</strong> unique <strong>Mercedes</strong>-<strong>Benz</strong> Drive<br />
Simula<strong>to</strong>r which will fascinate both<br />
avid drivers and high-<strong>technology</strong> fans.<br />
STAR EGYPT 41
STAR NEWS<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt Receives<br />
First Superbrand Award<br />
STAR EGYPT 42<br />
For many years,<br />
<strong>Mercedes</strong>-<strong>Benz</strong> has been <strong>the</strong> recipient of<br />
<strong>the</strong> Superbrands award in Germany. This<br />
year, <strong>Mercedes</strong>-<strong>Benz</strong> Egypt had <strong>the</strong> honour<br />
of receiving its <strong>first</strong> Superbrand award<br />
This International Award was established<br />
in 1995 and that Merceds-<strong>Benz</strong> Egypt is very<br />
proud <strong>to</strong> join <strong>the</strong> prestigious list of <strong>the</strong> o<strong>the</strong>r<br />
International Award winners, which include o<strong>the</strong>r<br />
well-known German companies like Deutsche<br />
Bank, Lufthansa, Adidas and also personalities<br />
like Boris Becker and Franz Beckenbauer.<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt CEO, Mike Nolte<br />
accepted <strong>the</strong> award at a special tribute ceremony<br />
held at <strong>the</strong> First Mall adjacent <strong>to</strong> <strong>the</strong> Four<br />
Seasons at <strong>the</strong> First Residence Hotel in Giza.<br />
The Superbrands organisation is acclaimed<br />
worldwide as being an independent authority and<br />
arbiter of branding excellence and is committed <strong>to</strong><br />
paying tribute <strong>to</strong> exceptional brands and promoting<br />
<strong>the</strong> discipline of branding. The work <strong>the</strong>y do at<br />
Superbrands is recognised through <strong>the</strong>ir books,<br />
Events and Awards programmes, internet sites,<br />
research and through significant international<br />
media and PR coverage in newspapers,<br />
magazines and on television and radio.<br />
The Superbrands Council in each country<br />
is comprised of individuals who have shown<br />
exceptional aptitude in business and who have
(Left) Hany Badr, Marketing senior manager, <strong>Mercedes</strong>-<strong>Benz</strong> Egypt; Mike Nolte, CEO<br />
<strong>Mercedes</strong>-<strong>Benz</strong> Egypt and Mike English, Direc<strong>to</strong>r-Superbrands Middle East<br />
a thorough knowledge of that particular<br />
country’s markets and methods of business.<br />
The Superbrands Council members are<br />
asked <strong>to</strong> score brands from a list provided by<br />
researchers which lists all brands available in<br />
<strong>the</strong> country that are widely available and <strong>the</strong><br />
scoring is tabulated <strong>to</strong> result in <strong>the</strong> <strong>to</strong>p scoring<br />
brands being designated as Superbrands.<br />
The Superbrands are <strong>the</strong>n notified of <strong>the</strong>ir<br />
status as Superbrands and are invited <strong>to</strong> take<br />
part in <strong>the</strong> Superbrands book and Tribute<br />
Event. All Superbrands, regardless of whe<strong>the</strong>r<br />
<strong>the</strong>y participate in <strong>the</strong> book or not, are awarded<br />
<strong>the</strong> Superbrands trophy. Participating brands<br />
receive <strong>the</strong>ir award at <strong>the</strong> Tribute Event.<br />
The Tribute Event is a high profile,<br />
premier marketing occasion attended by <strong>the</strong><br />
media which provides considerable media<br />
exposure for <strong>the</strong> Superbrands members.<br />
Superbrands events are attended by<br />
representatives from all <strong>the</strong> Superbrands<br />
and what is probably <strong>the</strong> largest collection<br />
of senior brand guardians, including<br />
Chief Executives and Managing Direc<strong>to</strong>rs,<br />
at any event in <strong>the</strong> calendar year.<br />
To be voted as a Superbrands by our<br />
independent Council is a powerful endorsement<br />
and evidence for existing cus<strong>to</strong>mers, potential<br />
cus<strong>to</strong>mers, <strong>the</strong> media, suppliers, inves<strong>to</strong>rs and<br />
employees of a given brand’s exceptional status.<br />
The Council comprises some of Egypt’s most<br />
eminent media and communications executives,<br />
along <strong>with</strong> some of <strong>the</strong> sharpest business<br />
minds in <strong>the</strong> country. Here, <strong>the</strong>y each share<br />
<strong>the</strong>ir deep appreciation of what constitutes that<br />
rare and so valuable thing as a Superbrand.<br />
Becken Bauer Boris Becker<br />
STAR EGYPT 43
STAR SERVICE<br />
The New Vehicle Logistic<br />
Center from <strong>Mercedes</strong>-<strong>Benz</strong>:<br />
Setting <strong>the</strong> standards in Egypt<br />
STAR EGYPT 44<br />
<strong>Mercedes</strong>-<strong>Benz</strong><br />
has celebrated <strong>the</strong> official opening<br />
of its new Vehicle Logistics Centre<br />
(VLC) for <strong>Mercedes</strong>-<strong>Benz</strong> passenger<br />
cars in Egypt during <strong>the</strong> honourable<br />
presence of Mr. Peter Alexander Trettin,<br />
President Daimler AG Central & Eastern<br />
Europe, Africa and Asia (DCAA),<br />
Mr. Karim Samy Saad, Chairman of<br />
<strong>the</strong> Egyptian German Au<strong>to</strong>motive<br />
(EGA), officials and partners of <strong>the</strong><br />
<strong>Mercedes</strong>-<strong>Benz</strong> family in Egypt. The<br />
Vehicle Logistic Centre’s main role<br />
is <strong>to</strong> fur<strong>the</strong>r insure <strong>the</strong> highest standards in<br />
<strong>the</strong> Pre-Delivery Inspection (PDI) process for<br />
<strong>Mercedes</strong>-<strong>Benz</strong> vehicles thus maintaining <strong>the</strong><br />
superior quality of <strong>Mercedes</strong>-<strong>Benz</strong> vehicles.<br />
Located in 6 th of Oc<strong>to</strong>ber over a <strong>to</strong>tal area of<br />
17070m2, <strong>the</strong> Vehicle logistic center consists of a<br />
PDI center <strong>with</strong> nine bays for washing polishing/
Mr. Peter Trettin, President Daimler DCAA; Eng. Karim Sami Saad, President of EGA; Mr. Mike Nolte, CEO <strong>Mercedes</strong>-<strong>Benz</strong> Egypt;<br />
Eng. Zakaria Mackary, Direc<strong>to</strong>r of Sales & Marketing <strong>Mercedes</strong>-<strong>Benz</strong> Egypt; Mr. Bernhard Buchner, Direc<strong>to</strong>r of After Sales <strong>Mercedes</strong>-<br />
<strong>Benz</strong> Egypt; Mr Micheal Papastefano, General manager of National Au<strong>to</strong>motive company (NATCO) during <strong>the</strong> opening ceremony of<br />
<strong>Mercedes</strong>-<strong>Benz</strong> vehicle logistic centre<br />
cleaning, technical inspections<br />
and final phase Inspection in<br />
addition <strong>to</strong> a massive parking<br />
and s<strong>to</strong>rage area <strong>to</strong> be a central<br />
warehouse <strong>with</strong> a massive parking<br />
area that can handle up <strong>to</strong> 470<br />
cars for maximum protection and<br />
control of <strong>Mercedes</strong>-<strong>Benz</strong> vehicles.<br />
The centre employs a team from<br />
amongst <strong>the</strong> <strong>to</strong>p professional<br />
experts and incorporates <strong>the</strong><br />
best of modern <strong>technology</strong> <strong>to</strong><br />
deliver a distinctive service and<br />
accordingly continues building<br />
on its promise <strong>to</strong> <strong>the</strong>ir cus<strong>to</strong>mers<br />
“The Best or Nothing”.<br />
Pre-dilevery inspection (PDI) centre<br />
STAR EGYPT 45
STAR TECHNOLOGY<br />
<strong>Mercedes</strong>-<strong>Benz</strong> <strong>to</strong> <strong>prove</strong><br />
F- <strong>Cell</strong> <strong>technology</strong> <strong>with</strong> <strong>first</strong> <strong>trip</strong><br />
<strong>around</strong> <strong>the</strong> world <strong>with</strong> fuel<br />
cell-powered electric vehicles<br />
STAR EGYPT 46<br />
At <strong>the</strong> end of January<br />
<strong>Mercedes</strong>-<strong>Benz</strong> gave <strong>the</strong> starter’s signal for<br />
what until now is an unparalleled long-distance<br />
journey; <strong>the</strong> F-CELL World Drive. <strong>Mercedes</strong>-<br />
<strong>Benz</strong> will circumnavigate <strong>the</strong> world <strong>with</strong> <strong>the</strong> <strong>first</strong><br />
series-produced fuel cell vehicle, <strong>the</strong> B-Class<br />
F-CELL. The aim of <strong>the</strong> F-CELL World Drive is<br />
<strong>to</strong> demonstrate <strong>the</strong> efficiency and suitability<br />
for everyday use of fuel cell <strong>technology</strong>, and at<br />
<strong>the</strong> same time campaign for <strong>the</strong> development<br />
of a global hydrogen filling station network.<br />
To demonstrate <strong>the</strong> technical maturity of <strong>the</strong><br />
B-Class F-CELL which currently already enables<br />
local emission-free driving in everyday use as<br />
well as on long distances. Having started on 30<br />
January, <strong>the</strong> journey will last 125 days, driving<br />
through four continents and <strong>the</strong> widest variety of<br />
climate zones as well as an equally diverse mixture<br />
of routes, ranging from asphalt streets <strong>to</strong> unpaved<br />
roads. “With this unique circumnavigation of<br />
<strong>the</strong> world we are emphasizing <strong>the</strong> high level of<br />
technical maturity of our electric vehicles <strong>with</strong> fuel<br />
cells. Such an undertaking would not be possible,<br />
using purely battery-powered electric vehicles.”,<br />
explained Dr. Thomas Weber, Member of <strong>the</strong> Board<br />
of Management of Daimler AG responsible for<br />
Group Research and Development <strong>Mercedes</strong>-<strong>Benz</strong><br />
Cars. “Today, as <strong>with</strong> <strong>the</strong> invention of au<strong>to</strong>mobile<br />
125 years ago, <strong>the</strong> issue of a corresponding<br />
fueling infrastructure arises. But I am confident<br />
that <strong>to</strong>ge<strong>the</strong>r <strong>with</strong> all of <strong>the</strong> parties involved we<br />
will find a solution that enables us <strong>to</strong> fully exploit<br />
<strong>the</strong> tremendous potential of this <strong>technology</strong>.”<br />
The exceptional long-distance journey will take<br />
<strong>the</strong> fuel cell vehicles through 14 countries: from<br />
sou<strong>the</strong>rn Europe, through France, Spain and<br />
Portugal, <strong>the</strong> cars will continue on <strong>to</strong> North<br />
America, where <strong>the</strong>y will drive through both<br />
<strong>the</strong> USA as well as Canada. After crossing<br />
Australia <strong>the</strong> cars will reach <strong>the</strong> continent of<br />
Asia. From China <strong>the</strong>y will <strong>the</strong>n pass through<br />
Kazakhstan, Russia and finally nor<strong>the</strong>rn<br />
Europe, until <strong>the</strong> <strong>to</strong>ur will return <strong>to</strong> Stuttgart<br />
at <strong>the</strong> beginning of June, where <strong>the</strong> 125-day<br />
round-<strong>the</strong>-world <strong>to</strong>ur will come <strong>to</strong> an end.<br />
Around <strong>the</strong> world <strong>with</strong> hydrogen<br />
The B-Class F-CELL combines a high, emissionfree<br />
range of <strong>around</strong> 400 km <strong>with</strong> short refilling<br />
times and as such is highly suitable for both<br />
everyday use in urban areas as well as longer<br />
journeys. At <strong>the</strong> heart of <strong>the</strong> B-Class F-CELL is<br />
<strong>the</strong> new-generation electric drive system powered<br />
by a fuel cell, which is compact, powerful, safe<br />
and fully suited <strong>to</strong> everyday use. The fuel cell<br />
generates <strong>the</strong> electrical power on board from a<br />
chemical reaction between oxygen and hydrogen.<br />
<strong>Mercedes</strong>-<strong>Benz</strong> has adopted an ingenious<br />
approach <strong>to</strong> <strong>the</strong> lack of hydrogen filling stations<br />
on <strong>the</strong> route: acting as <strong>the</strong> exclusive supplier<br />
for <strong>the</strong> provision of hydrogen is <strong>the</strong> project<br />
partner Linde AG, which is able <strong>to</strong> guarantee<br />
a reliable supply thanks <strong>to</strong> its sites and<br />
subsidiaries located throughout <strong>the</strong> world. On<br />
remote routes a tank vehicle, which has been<br />
specially developed for <strong>the</strong> <strong>to</strong>ur in cooperation<br />
<strong>with</strong> Linde AG, will be on hand <strong>to</strong> supply <strong>the</strong><br />
fuel cell vehicles <strong>with</strong> <strong>the</strong> necessary hydrogen.
STAR EGYPT 47
STAR CARE signs a new partnership agreement<br />
<strong>with</strong> World Food Program <strong>to</strong> support Child<br />
Education and Nutrition in Assiut<br />
STAR EGYPT 48<br />
STAR SPORTS<br />
Star Care Egypt, founded by <strong>Mercedes</strong>–<strong>Benz</strong><br />
passenger cars group in Egypt signed a new<br />
partnership agreement <strong>with</strong> <strong>the</strong> United Nations<br />
World Food Program <strong>to</strong> provide school meals <strong>to</strong> vulnerable<br />
children in community based schools in Assiut,<br />
Upper Egypt.<br />
The 800,000 Egyptian Pounds ($150,000 dollars)<br />
contribution by Star Care Egypt will be used <strong>to</strong> purchase<br />
a daily nutri<strong>to</strong>us school meal <strong>to</strong> fight short-term<br />
hunger and increase <strong>the</strong> cognitive capacity of targeted<br />
children, in addition <strong>to</strong> a monthly take-home ration of<br />
10 kg of rice for <strong>the</strong>ir family, subject <strong>to</strong> a school attendance<br />
rate of 80%. The take-home rations are an incentive<br />
for poorer families, <strong>to</strong> fur<strong>the</strong>r encourage <strong>the</strong>m<br />
<strong>to</strong> send <strong>the</strong>ir children <strong>to</strong> school regularly. This project<br />
is part of <strong>the</strong> Star Care strategy <strong>to</strong> also reduce child<br />
labor in Egypt through <strong>the</strong> Food-for-education initiative<br />
by providing good and healthy food for children<br />
at school, which enables <strong>the</strong>ir families <strong>to</strong> keep <strong>the</strong><br />
children in school instead of sending <strong>the</strong>m <strong>to</strong> work on<br />
farms or in fac<strong>to</strong>ries <strong>to</strong> support <strong>the</strong> family household<br />
income. By enabling <strong>the</strong>se families <strong>to</strong> maintain <strong>the</strong>ir<br />
children in school, <strong>the</strong> school children gain a high<br />
focus and probability <strong>to</strong> obtain a proper education,<br />
which consequently will reduce fur<strong>the</strong>r child labor.<br />
“The WFP Food-For-Education activities are part of<br />
a wider 5-year Country Program which aims <strong>to</strong> enhance<br />
<strong>the</strong> nutritional status of women and children,”<br />
Mr. Nolte (L), Mr. Bordignon (R)<br />
said Gianpietro Bordignon, WFP Egypt Representative<br />
and Country Direc<strong>to</strong>r. “The distributed snack is<br />
fortified <strong>with</strong> all <strong>the</strong> necessary vitamins and iron, addressing<br />
<strong>around</strong> 25 percent of <strong>the</strong> child’s nutritional<br />
daily needs, while <strong>the</strong> take-home rations act as a<br />
conditional cash transfer, constituting about 20 percent<br />
of <strong>the</strong> family’s monthly expenditure on food,” he<br />
added. The project will benefit approximately 2000<br />
children who attend 80 community schools in <strong>the</strong> vulnerable<br />
district of Manfalut in Assiut, and <strong>the</strong> takehome<br />
ration directly benefits <strong>around</strong> 10,000 of <strong>the</strong>ir<br />
family members.<br />
Mike Nolte, CEO of <strong>Mercedes</strong>-<strong>Benz</strong> Egypt and Managing<br />
Direc<strong>to</strong>r of Star Care organization in Egypt,<br />
highlighted that this project reflects <strong>the</strong> core philosophy<br />
of Star Care and “represents a perfect addition<br />
<strong>to</strong> our o<strong>the</strong>r ongoing children support programs in<br />
Egypt, underlining <strong>the</strong> strong commitment of Star<br />
Care Egypt <strong>to</strong> im<strong>prove</strong> health and education for less<br />
privileged children in Egypt,” he said. “We are very<br />
proud and excited about our new partnership <strong>with</strong><br />
WFP <strong>to</strong> ensure <strong>the</strong> continuous success of this important<br />
support program for children in need.”<br />
The project ultimately supports <strong>the</strong> Government’s<br />
efforts <strong>to</strong> im<strong>prove</strong> <strong>the</strong> quality of education by 2015,<br />
in line <strong>with</strong> <strong>the</strong> United Nations Millennium Development<br />
Goals.
“STAR CARE” delivers <strong>the</strong> 2nd <strong>Mercedes</strong>-<strong>Benz</strong><br />
vehicle <strong>to</strong> Children Cancer Hospital 57357 as<br />
part of its Home Care Service initiative.<br />
“STAR CAR” members <strong>with</strong> <strong>the</strong> management team of children cancer hospital 57357<br />
“We <strong>with</strong> cancer, we want <strong>to</strong> help make<br />
know that <strong>the</strong>re are many challenges<br />
in treating young children<br />
sure that transportation isn’t one of <strong>the</strong>m”. This quote<br />
was part of a speech delivered on <strong>the</strong> 13th of January<br />
2007 by Dr. Dieter Zetsche, Chairman of Daimler<br />
AG, in Cairo during <strong>the</strong> augmentation of Star Care<br />
Egypt, which was founded by <strong>the</strong> <strong>Mercedes</strong>-<strong>Benz</strong> car<br />
group in Egypt aiming <strong>to</strong> support children in need<br />
anywhere and in any way<br />
Consequently, Star Care has now already delivered<br />
<strong>the</strong> second <strong>Mercedes</strong>-<strong>Benz</strong> A-Class vehicle <strong>to</strong><br />
<strong>the</strong> Children Cancer Hospital 57357 as part of its<br />
Home Care Service initiative, which was developed<br />
and launched by Star Care Egypt back in 2008. Home<br />
Care is a service aiming <strong>to</strong> help children being treated<br />
for cancer, <strong>the</strong> <strong>first</strong> such home care service in<br />
Egypt, by visiting and treating children <strong>with</strong> cancer<br />
at home. The two <strong>Mercedes</strong>-<strong>Benz</strong> A-Class cars which<br />
that were provided and funded by Star Care Egypt are<br />
equipped from <strong>the</strong> cancer hospital <strong>with</strong> <strong>the</strong> required<br />
medical instruments and medications, and a nurse<br />
experienced in pediatric oncology, <strong>to</strong> visit children<br />
in <strong>the</strong>ir homes and provide <strong>the</strong> necessary treatment.<br />
After <strong>the</strong> <strong>first</strong> year of service, an average of eight children<br />
were visited and treated at <strong>the</strong>ir homes every<br />
day, over 150 per month!<br />
The Objectives of <strong>the</strong> project is <strong>to</strong> reduce <strong>the</strong> days<br />
of hospitalization, im<strong>prove</strong> <strong>the</strong> prevention of infection<br />
at home, educate <strong>the</strong> family on how <strong>to</strong> manage <strong>the</strong><br />
patient, apply infusion <strong>the</strong>rapy and blood control, offer<br />
diet advice and provide pain treatment in <strong>the</strong> terminal<br />
stage. Building on its success, this project will<br />
extend <strong>to</strong> more hospitals and institutions in order <strong>to</strong><br />
care for and treat children <strong>with</strong> medical, social, psychological,<br />
mental or o<strong>the</strong>r problems at <strong>the</strong>ir homes<br />
wherever <strong>the</strong>y are in Egypt.<br />
STAR EGYPT 49
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