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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.

2015 Italian Grand Prix is smoke, mirrors, stalls, and stewards

For the first day-and-a-half of the Italian Formula One Grand Prix weekend, everything went to blueprint: Mercedes in front, Ferrari lurking, everyone else scrambling in their usual orders behind. Then qualifying came, and someone stirred the pot. About the only thing we expected was for Lewis Hamilton to put his Mercedes-AMG Petronas on pole position, the 11th time he's done it this year. He did it with a brand-new specification engine, one that represents not only an evolution in components, but also in power unit philosophy. Kimi Raikkonen lines up in second. It's been a long time since we read those words; the Iceman hasn't been on the first row since the 2013 Chinese Grand Prix, when he put his Lotus second on the grid behind... Lewis Hamilton. Raikkonen lined up just ahead of a Ferrari at that China race, then driven by Fernando Alonso. In Italy this weekend, he lined up in front of the Ferrari driven by his teammate, Sebastian Vettel, who qualified third. Both Ferraris benefitted from an upgraded power unit, ending a front-row drought for the scuderia that goes all the way back to Monaco in 2009 Germany in 2012. Nico Rosberg has a lot of work to do from fourth in the second Mercedes-AMG Petronas. Mercedes discovered a problem with Rosberg's engine but couldn't figure out the cause, so he reverted to the previous-spec engine he used in Belgium, one that's six races old. The lack of power hurt. Williams teammates Felipe Massa and Valtteri Bottas took fifth and sixth, with Massa seemingly given a team-ordered helping hand. Williams told Bottas to tow Massa down the front straight, giving Massa a blistering time in the first sector. Then Bottas did it again, ensuring he would line up behind Massa. The first Sahara Force India of Sergio Perez nabbed seventh, three places ahead of teammate Nico Hulkenberg in tenth, with Romain Grosjean in the Lotus behind Perez in eighth. Marcus Ericsson in the Sauber qualified ninth, but some clumsy driving saw him impede Hulkenberg twice. The stewards penalized Ericsson with a three-place grid penalty and two points on his superlicense, so Hulkenberg inherited ninth and Pastor Maldonado in the second Lotus inherited tenth. We hardly saw Hamilton during the race, because he led from the start, worked up a larger gap to second place on every lap, and didn't give up the lead for the whole event.

Bosch builds an infotainment system that just might not suck

As far as we've come with in-car infotainment and interfaces over the past decade or so, we still have a long way to go — as most current systems show. Whether it's high-end brands like Mercedes-Benz with its kludgy COMAND system, which we hope will be replaced with the MBUX platform revealed at CES, or more mainstream vehicles like Hondas (with their frustrating, knobless Display Audio interface), getting the kind of content and ease of use in the car that we're used to having on other connected devices is far too complex and sometimes costly. While Apple and Google have tried to ride to the rescue with CarPlay and Android Auto, respectively, they're limited solutions. No automaker or tech supplier has been able to deliver an easy, economical, flexible and non-distracting infotainment solution. But Bosch could be closing in on this elusive goal, given the digital cockpit concept demo I recently received at CES. Displayed in a Cadillac Escalade, the concept featured five interconnected color screens: one in the instrument cluster, two in the center console, and two more in the front-seat headrest for second-row passengers. The digital cockpit concept demo had cool features such as haptic-feedback touch-screen controls that created an edge-like feeling similar to a physical button, facial recognition to confirm driver credentials, and the intelligence to know the location of a phone in the car to lock it out to keep the driver from texting. The most significant aspect of the Bosch digital cockpit concept wasn't visible — but shows the company's vision for a future of seamless, convenient, cost-effective and safe in-car infotainment. It's powered by a single electronic control unit (ECU) that can simultaneously run multiple operating systems and also separates vehicle and infotainment controls for critical safety and cybersecurity reasons. Most modern cars can have as many as 100 separate ECUs, Philip Ventimiglia, product manager for Bosch Car Multimedia North America, explained at CES, and several just for infotainment functions. "The goal is to reduce that to about 10 so that we can save cost throughout the vehicle and enable new technologies," he added. "OEMs want to put more technology into cars, but it costs money," Ventimiglia said.