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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.

Brabus Mercedes-AMG GT is a 600-hp exercise in restraint

Big, wild, crazy vehicles from local tuners are one of the highlights of all European auto shows, where even high-performance cars get ludicrous amounts of horsepower and questionable body mods. Occasionally, though, one tuning shop comes out with something that is actually pretty reasonable in both departments. At the 2015 Frankfurt Motor Show, that vehicle comes from Brabus and its take on the Mercedes-AMG GT, simply called the Brabus GT. Sure, it has 600 horsepower, which is a lot, but it's only 97 hp more than stock. Asking a European tuner to increase a car's horsepower by just 97 ponies is like asking a six-pack-a-day smoker to quite cold turkey – it requires a tremendous amount of self-control. It's a similar story on the body, where we get a new body kit, new wheels, and a slightly tweaked interior. Now, to be fair, the body kit is made from carbon fiber and the wheels are staggered, multi-spoke alloys, but neither mod is too garish. The cabin gets new black leather, which comes from cows and not some other typical Euro tuner hide, like whale foreskin. The steering wheel gets an Alcantara wrap, and there's some carbon-fiber and wood trim added as well. It's all very, very simple, and not just for a European tuner – we could picture Mercedes itself coming up with a very similar treatment if/when it does an AMG GT Black Series. We've got a wide array of live photos of the new Brabus GT from its Frankfurt debut. Scroll up and check them out. Related Video:

Mercedes previews new S-Class convertible

Mercedes keeps on expanding its flagship S-Class with more models, and will soon add one more to the roster. But before it does, it's giving us this teaser of what's to come with an advanced look at the upcoming new S-Class Cabriolet. The convertible model will be based closely on the S-Class Coupe we already know, only with a folding roof. Expect that dropping top to be constructed of several layers of fabric (as opposed to a folding metal top) with a glass rear window (instead of plastic) to keep it luxuriously isolated and insulated from the outside world when it's up, and let the wind and sunshine in when down. The Cabrio will bring the array of body-styles in the S-Class range up to six, with the convertible joining the existing coupe and four wheelbase lengths of sedan. Expect powertrain options to closely mirror those of the coupe, including S550, S63, and eventual S65 AMG models driving the rear wheels or all four. Slotting in above the E-Class Cabriolet, the new convertible S-Class will be Daimler's "first luxury four seater cabriolet since 1971." It'll compete in rather rare company against the likes of the Bentley Continental GTC, Aston Martin DB9 Volante, Maserati GranTurismo Convertible, and even the upcoming new Rolls-Royce Dawn when it arrives. And judging from the timing of this preview rendering's release, we anticipate it'll arrive soon. Related Video: