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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.

Boston bombers were tracked using Mercedes mbrace [w/video]

We now know Tamerlan and Dzhokhar Tsarnaev, the two brothers said to be behind the Boston Marathon bombings, planned to head for New York City to detonate more improvised explosive devices. As it turns out, that plan was foiled by the quick thinking of one Mercedes-Benz owner, diligent police work and the Mercedes-Benz mbrace system. When the brothers carjacked a 26-year-old Chinese entrepreneur identified only as "Danny," they didn't realize his Mercedes-Benz M-Class was equipped with the mbrace system, which can call for help in the event of an accident or track the vehicle in the event of a theft.
According to reports, the Tsarnaev brothers held Danny hostage for nearly 90 minutes while they drove around Boston forming a plan until they had to stop for fuel. When one of the brothers went inside to pay, the other put his gun down for a moment. Danny took the opportunity to unlatch his seat belt, open the door and run to another nearby gas station, where he told the owner to call the police.
When police arrived, they used the mbrace system to track the SUV after receiving Danny's permission, and it wasn't long before a shootout between police and the brothers ensued. When it was over, the eldest brother lay dead in the street. For more on the story, view the video report available below.

Lewis Hamilton accepts Vettel's apology, has 'utmost respect'

SPIELBERG, Austria - Triple world champion Lewis Hamilton said he still had "the utmost respect" for Formula One title rival Sebastian Vettel after accepting a public apology from the Ferrari driver on Thursday. Speaking to reporters at a crowded Austrian Grand Prix news conference, the two men addressed a "road rage" controversy that has dominated the headlines since the June 25 race in Azerbaijan. "I still have the utmost respect for him as a driver and will continue to race him hard through the rest of the season," declared Hamilton, who said at the time that Vettel had "disgraced himself" by driving into him in Baku. He said Vettel called him on the Monday after the race and then texted an apology, which he accepted. The championship leader had driven into the back of Hamilton's Mercedes while both were following the safety car in first and second places, waiting for it to return to the pits. Vettel then pulled alongside, gesticulating angrily, before banging wheels. The German, a four times world champion, later accused Hamilton of "brake-testing" him by slowing suddenly. The car's telemetry subsequently showed that was not the case and Hamilton said the accusation was one he particularly wanted correcting. Vettel was handed a 10-second stop-and-go penalty, and finished fourth. He was then summoned to a hearing in Paris last Monday where the governing body declared the matter closed. Initially reluctant to dwell on the matter, saying he did not want to "pump this up more than it is already", the Ferrari driver on Thursday repeated the written apology. "It was the wrong move to drive alongside him and hit his tyres," he said. "I don't think there was any bad intention (by Hamilton). I don't think he actually brake-tested me. I was upset and over-reacted. I am not proud of the moment." Hamilton, 14 points behind Vettel after eight races, missed out on victory in Baku after a headrest worked loose and he had to pit. He finished fifth. Before Baku, the two world champions had made much of their mutual respect and the budding "bromance" seemed to be back on. "It's nice to hear that we are able to move forward," Vettel said. "I think the respect we have for each other on and off track helps us in this regard." Reporting by Alan Baldwin Related Video: