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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.

Vettel steals victory from Hamilton in Australian Grand Prix

MELBOURNE, March 25 – Sebastian Vettel made full use of the virtual safety car to sneak in front of Lewis Hamilton and hold off the frustrated champion to win Formula One's season-opening Australian Grand Prix on Sunday. The Mercedes engine's infamous 'party mode' that delivered Hamilton a blistering pole lap on Saturday could do little once Ferrari's Vettel nosed ahead when re-entering from pit-lane midway through the race at Albert Park. Pole-sitter Hamilton had appeared set to coast to victory with a clear pace advantage but the race turned on its head with the safety car, which was called after Romain Grosjean's Haas failed and rolled to a stop at turn two. In another bonus for Ferrari, Kimi Raikkonen finished third, fending off Red Bull's Daniel Ricciardo and leaving the unlucky Australian still searching for a first podium in his home race. "We got a bit lucky." Four-times world champion Vettel claimed a 48th overall win and his third in Melbourne following his victories at Albert Park last year and in 2011. "It was needless to say we got a bit lucky with the timing of the safety car," the German, who had started from third place and inherited the lead when Hamilton and Raikkonen had pitted earlier in the race, told reporters. "It's not the easiest track to pass." For Hamilton, the result was a bitter pill to swallow and had echoes of last year's race. Vettel also managed to re-enter in front of him from pit-lane in 2017 before burning away to victory while the pole-sitting Briton was blocked by traffic. Mercedes boss Toto Wolff said his team had miscalculated the margin between the cars during the safety car period. "We thought we had enough margin," he told the BBC. "It must have been a software bug in the system that caused us to get it wrong. We are digging deep now to understand where we had a problem." "I don't understand what's happened." Hamilton, who cockily spoke of "wiping the smile off" Vettel's face with his pole lap on Saturday, battled to keep positive. "Even now I don't understand what's happened," the 33-year-old told reporters. "I did everything I believe I was supposed to do." After the pit-lane setback, Hamilton drove hard to reel in Vettel and battled back after taking a slide at a corner that blew out the lead to nearly three seconds. But he finally waved the white flag in the closing laps to preserve the car for future races.

Recharge Wrap-up: Daimler spending big for fuel cells, Ford Go!Drive experiment advances

Ford's Go!Drive experiment is entering its beta phase in London. The project, which is one of the automaker's global smart mobility experiments, uses a mobile app for on-demand carsharing of Ford Focus Electric and Ford Fiesta vehicles. The beta phase involves increasing the number of available vehicles from 20 to 50, and collecting new data from users. The program offers one-way rentals and guaranteed parking, with no membership fees and a cost of 26 cents per minute. Ford hopes to get 2,000 drivers involved in the program. Read more at Green Car Congress. Daimler will invest billions of dollars to upgrade the Mercedes-Benz Unterturkheim plant over the next few years. This year alone, it plans to spend $1.06 billion. The company expects cost savings "in the range of hundreds of millions of euros until 2020," while maintaining its workforce of 18,700 employees and adding 150 vocational training positions. The upgrades will allow the plant to become a center for building more efficient engines, hybrid powertrains and fuel cell systems. "Alternative drive systems are an important element of our future mobility," says Mercedes-Benz's Markus Schafer. "Their share of automotive production is set to steadily rise over the next few years, complementing our highly efficient engines within the portfolio. This is what we have laid the groundwork for today." Read more at Reuters, or in the press release below. The Department of Energy is providing $20 million in funding for the development of more efficient high speed industrial motors and drives. Ditching old motors and gearboxes for ones that use integrated power electronics could help decrease the energy consumption of the industrial sector, which currently uses more than 25 percent of the electricity generated in the US. The projects being funded will reduce losses and decrease the size of drive systems used in industries like petroleum refining and natural gas, which could affect the lifecycle efficiency of transportation fuels. Read more at Energy.gov.