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Mercedes wants to be the luxury car for women

Mercedes-Benz wants to bring more women into the the fold, and it's launching a very different type of online vehicle configurator in Germany by the end of the year in hopes of growing appeal among female buyers. The new website is just one part of the company's new advertising campaign called "She's Mercedes" that launches at the Frankfurt Motor Show. It's set to appear in other markets around the world in 2016. Although according to company spokesperson Tobias Mueller to Autoblog, "MBUSA has no immediate plans to extend this strategy in the US." Mercedes believes the huge number of options on its models can be overwhelming, and the company's new "lifestyle configurator" is supposed to offer an alternative. With this solution customers select their preferences to questions about travel, music, activities, and more. The automaker then uses an algorithm to offer several pre-equipped vehicles that meet those criteria best. Although, obviously the traditional configurator is still available for women wanting the more direct approach. "In future we want to win them over for our brand to an even greater extent than before – with tailor-made measures, developed especially for women," said Dr. Jens Thiemer, Mercedes' head of marketing. In addition to the lifestyle configurator, Mercedes is hoping to grow its female buyers in other ways. It's launching a She's Mercedes magazine and website in Germany in September to further get the message out about the campaign. Beyond just a tweaked marketing message, the company wants to hire more women for the sales staff at dealers, too. "Best Customer Experience" – She's Mercedes and lifestyle configurator: Mercedes-Benz – individual and up close and personal to female and male customers alike Stuttgart, Sep 12, 2015 Stuttgart. In keeping with the sales and marketing strategy "Best Customer Experience", Mercedes-Benz is bringing the needs and wishes of women even more sharply into focus. The inspiration platform "She's Mercedes", which is starting in parallel with the International Motor Show in Frankfurt (IAA), is at the heart of the new, holistic initiative. With innovative event and information offers, Mercedes-Benz wants to enter a more intensive dialogue with women and significantly increase the brand's attractiveness for this target group.

Race recap: 2016 Bahrain Grand Prix was everything good and bad about F1

Nothing was as it seemed heading into Bahrain. We were told team bosses had nixed the qualifying experiment that flunked every test by every measure in Australia, but that didn't happen. The FIA didn't give the teams the option of a wholesale return to the old format, the governing body only held a vote on whether to revert back to the old format in Q3 but stick with elimination gimmicks in Q1 and Q2. McLaren and Red Bull dissented, denying the chance for hybrid rounds. We're surprised none of the smaller teams voted against since elimination qualifying is hardest on them. Given the chance to fix the system again in Bahrain, Formula 1 failed again. The FIA and Bernie Ecclestone don't want to go back to the old system – because the race promoters don't want to go back to the old system – so all we know for sure is that there will be more meetings. We also thought Fernando Alonso would race in Bahrain after being given medical clearance, but a follow-up scan by the FIA showed fractured ribs and a damaged lung, ruling him out. And we thought Ferrari might have the pace to conquer Mercedes-AMG Petronas this year – and they might yet, but not on Saturday. That's why the Bahrain race began with another Mercedes one-two, Lewis Hamilton ahead of Nico Rosberg, Ferrari drivers Sebastian Vettel and Kimi Raikkonen behind. The Australian outback is plagued with rabbits, which must have something to do with how Daniel Ricciardo keeps pulling them out of his helmet; the Aussie got his Red Bull up to a surprising fifth on the grid. Williams drivers Valtteri Bottas in sixth and Felipe Massa in seventh would need to get him out of the way quickly to show what the car can do after an unsatisfying race in Australia. Nico Hulkenberg lined up in eighth for Sahara Force India. As proof the qualifying format failed again with its sophomore attempt, the last five minutes of Q2 were disappointing. Hulkenberg had the track completely to himself for his quali run, the only two cars on track after him were the Williams duo who weren't setting a time, but getting a set of soft tires ready to start the race on. As for Q1, the only reason for on-track action in the last three minutes was because Hamilton flubbed his first timed run. Romain Grosjean continued Haas F1's fruitful start to the season with ninth place, ahead of Max Verstappen in the Toro Rosso closing out the top ten. At the end of a long red light to start the race, Rosberg claimed his right to victory before Turn 1.

Recharge Wrap-up: Hyundai H350 Fuel Cell van, Formula E in Brooklyn

Formula E's New York City e-Prix will take place in Brooklyn. With lower Manhattan and the Statue of Liberty as its backdrop, the race will play out on a 1.21-mile, 13-turn course on the streets of Red Hook. Formula E revealed the location at a press conference at the site of the circuit, at the Brooklyn Cruise Terminal on the New York Harbor. "New York City is where technology, sustainability and commerce collide," says NYC Mayor Bill de Blasio. "We are thrilled to be the new home of the ePrix." The race is scheduled for July 29, 2017. Watch the video above, and read more from Formula E. Hyundai is debuting its H350 Fuel Cell Concept at the 2016 IAA Commercial Vehicle Show in Hannover, Germany. The hydrogen-powered commercial van offers emissions-free (except for water vapor) driving without the lengthy recharge times of a plug-in vehicle. It has a driving range of 262 miles on a single tank, and refuels in just minutes. It can be configured with a cargo area of up to 456 cubic feet, or with seating for 14 passengers. Hyundai's fuel cell van concept draws from the automaker's experience with the Tucson Fuel Cell production vehicle. Read more from Hyundai. Mercedes-Benz says it will offer an electric delivery van again in 2018. The German automaker left the niche market in 2012 after slow sales of its Vito E-Cell, which it launched in 2010. "The future of urban deliveries will be electric," says Volker Mornhinweg, head of the company's vans division. "We at Mercedes-Benz Vans are convinced of this." While Mercedes has not said whether the EV will be a new model or an electric version of a current offering, it did say it would develop the powertrain in-house, and offer various battery capacities. Read more at Automotive News Europe. Related Gallery Mercedes-Benz Vito E-Cell View 16 Photos News Source: YouTube: FIA Formula E Championship, Formula E, Hyundai, Automotive News Europe Green Motorsports Hyundai Mercedes-Benz Minivan/Van Commercial Vehicles Electric Videos recharge wrapup