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Mercedes harkens back to tortoise and hare for AMG GT Super Bowl spot

With just six automakers scheduled as advertisers during this year's Super Bowl, they sure aren't trying to keep things a surprise ahead of the kick off. After already teasing its spot days ago, Mercedes-Benz is the latest to fully reveal a minute-long commercial for the game. The whimsical ad modernizes Aesop's age-old fable about the race between the tortoise and the hare with a dose of muscle from the 2016 Mercedes-AMG GT S. The spot, titled Fable, starts exactly as you would expect, with a forest full of animals congregating to watch the boastful hare race the steady tortoise. Although, this race apparently takes place in Germany because the turtle eventually stumbles upon the AMG factory and its latest twin-turbocharged sports coupe. The commercial isn't quite as gripping as Mercedes' 2013 Super Bowl ad for the CLA-Class with Kate Upton and Willem Dafoe as the devil, but the new one might be an opportunity for much of the audience to see the GT for the first time. See for yourself, above.

The mood at this year’s Paris Motor Show: Quiet

The Paris Motor Show, held every other year in the early fall, typically kicks off the annual cavalcade of automotive conclaves, one that traverses the globe between autumn and spring, introducing projective, conceptual and production-ready vehicle models to the international automotive press, automotive aficionados and a public hungry for news of our increasingly futuristic mobility enterprise. But this year, at the press preview days for the show, the grounds of the Porte de Versailles convention center felt a bit more sparsely populated than usual. This was not simply a subjective sensation, or one influenced by the center's atypically dispersed assemblage of seven discrete buildings, which tends to spread out the cars and the crowds. There were not only fewer new vehicles being premiered in Paris this year, there were fewer manufacturers there to display them. Major mainstream European OEM stalwarts such as Alfa Romeo, Fiat, Nissan and Volkswagen chose to sit out Paris this year, as did boutique manufacturers like Bentley, Aston Martin and Lamborghini. This is not simply based in some antipathy on the part of the German, British and Italian manufacturers toward the French market — though for a variety of historical and societal reasons that market may be more dominated by vehicles produced domestically than others. Rather, it is part of a larger trend in the industry. Last year, Mercedes-Benz announced that it would not be participating in the flagship North American International Auto Show in 2019 — and that it might not return. Other brands including Jaguar/Land Rover, Audi, Porsche, Mazda and nearly every exotic carmaker have also departed the Detroit show. Some of these brands will still appear in the city in which the show is taking place, and host an event offsite, to capitalize on the presence of a large number of reporters in attendance. And even brands that do have a presence at the show have shifted their vehicle introductions to the days before the official press opening in an attempt to stand out from the crowd. In many ways, this makes sense. With an expanding number of automakers, with diversification and niche-ification of models and with wholesale shifts that necessitate the introduction of EV or autonomous sub-brands, there is a growing sense that, with everyone shouting at the same time, no one can be heard.

Mercedes investing $500 million for new Sprinter plant in SC

The commercial van segment is exploding in popularity in the US right now with a vast array of recent products from multiple marques, and there's even more on the way from automakers like Hyundai. Mercedes-Benz is trying to grab a bigger share of the expanding market, too, and is launching its smaller Metris here in the fall. Now comes word that Mercedes will construct a $500-million factory in Charleston, SC, that will build the next-gen Sprinter domestically. According to Mercedes, construction of the new plant will begin in 2016, and when complete, the site will cover around 200 acres, including a body shop, paint shop and assembly line. It will also employ 1,300 people who will be building Sprinters badged as both Mercedes and Freightliner models. Rumors about this new construction go back to late last year. Mercedes currently has to ship some partially disassembled Sprinters into the US from Germany, paying import duties on them, and then the company puts the vans back together at a site in Ladson, SC. The process obviously adds costs to the models, and the domestic factory should mean a more price-competitive vehicle. Plus, a local factory means quicker deliveries to dealers. Despite the laborious import process, the Sprinter is a hit in the US. Mercedes sold 25,745 of them in 2014, which made the country the van's second-largest market behind Germany. They were first launched here in 2001 and since then have gained a nine-percent market share in the segment, according to the company. Mercedes is on a construction boom at the moment. The company is building a new corporate headquarters for the US in Atlanta, GA, due to be complete in 2018. The German brand is also investing $2.4 billion to expand its Tuscaloosa, AL, factory to build models like the forthcoming GLE-Class. MERCEDES-BENZ VANS TO INVEST AROUND $500 MILLION IN NEW VAN PLANT IN SOUTH CAROLINA, U.S. 09/03/15 from Mercedes-Benz New plant to be built in Charleston, South Carolina, beginning in 2016 Next generation Sprinter also to be manufactured in the U.S. Expansion of the global production network as part of the "Mercedes-Benz Vans goes global" growth strategy Creation of more than 1,300 new jobs planned Volker Mornhinweg: "We are investing around half a billion dollars to create a top-notch Mercedes-Benz van plant here in South Carolina.