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People turn to social media to share experiences and track the latest trends in fashion and design. So does Chevrolet.
When working on the 2018 Equinox’s interior, the design team crafted a comfortable, fashion-forward interior with features and materials developed for easier everyday use. During the process, they followed real people on Instagram and other social media channels, along with designers and lifestyle influencers, monitoring color and fabric trends as well as common consumer problems such as dark-wash denim staining other fabrics it touches — including new-vehicle seats.
“Many fashion trends disappear after a year of two, while the Equinox is designed for the long haul, making the durability of its materials very important,” said Mara Kapsis, color and trim designer for the 2018 Equinox. “By following real people and absorbing the little things in life that help or hinder them — such as photos posted of muddy paws, spilled drinks or stains on the seats — we learned more about how we could make the new Equinox easier to live with and enjoy every day.”
The 2018 Equinox interior offers a durable denim-like seat fabric that is easy to clean, or available leather seating surfaces with a new treatment that resists staining and scuffing.
The denim-like material’s appearance and color were inspired by contemporary trends in black denim clothing, while the material offers exceptional wear resistance and easy clean-up.
“The fabric is very durable, while the color and even the pattern help hide dirt and stains,” said Kapsis. “It’s also very easy to vacuum and clean, which saves owners time and helps keep the interior looking great year after year.”
As for the available leather-trimmed seats, the newly developed surface treatment makes it easier to clean any “bleeding” of other materials such as new jeans and annoying scuffs from black leather belts or boots.
“The Equinox is designed for the way our customers live,” said Kapsis. “Complementing its style with durable, easy-to-clean materials helps ensure it and its owners make a fashion statement every day.”
Fashion forecasting was also part of the process, as the design team needed to anticipate color trends about three years ahead of the Equinox’s launch, which is typical for vehicle design.
“More than anticipating where design will be when the vehicle is introduced, you’ve got to balance it with a timeless quality that will keep it looking modern for years to come,” said Kapsis. “There’s risk involved with that, but it paid off with the new Equinox.”
Aston Martin has opened its latest new dealership in the UK in Nottingham, with the first Aston Martin dealership for partner Sytner.
The purpose-built state-of-the-art facility features a 23-car showroom for new and pre-owned Aston Martin sports cars. The dealership also has a dedicated aftersales team and an eight bay workshop staffed by world-class Gaydon-trained technicians.
Speaking at the VIP customer reception yesterday evening, Aston Martin President and CEO Dr Andy Palmer said: “I am delighted to open this outstanding new facility here in Nottingham. We are confident the passionate and dedicated Aston Martin Nottingham team will provide our valued customers an exceptional service in the Nottingham area. We are excited to be working with new partner Sytner who share our passion for Aston Martin.”
Richard Wynn-Jones, Divisional Managing Director of Sytner Group commented: “It was great to see over 200 Aston Martin owners and enthusiasts this evening. We look forward to welcoming both new and existing Aston Martin owners to our new home. We are delighted to be working alongside Aston Martin, a marque with such a prestigious history.”
Located in a prime position on Thane Road (off the A52), the showroom opening was attended by invited guests and key members of the Aston Martin senior executive team.
On display at the opening event was the stunning DB11. The first product launched under the company’s ‘Second Century’ plan, the DB11 is the bold new figurehead of the illustrious ‘DB’ bloodline and an authentic, dynamic sporting GT in the finest Aston Martin tradition. Also included in the display was the beautiful new Vanquish Zagato, alongside a V12 Vantage Zagato, the ultra-exclusive One-77 and a host of other Aston Martin special project vehicles. In addition to this were examples from the company’s current line-up, and a Red Bull Racing Formula 1 car, fresh from the announcement that the Milton Keynes based team will compete as ‘Aston Martin Red Bull Racing’ from 2018.
The French super sports car brand Bugatti now has an exclusive outlet in Hamburg. Together with its sales partner, Kamps in Hamburg GmbH & Co. KG, Bugatti inaugurated an entirely redesigned showroom this week. The Bugatti brand world has floor space of almost 100 square metres and is located near Hamburg airport. The latest product of the luxury brand from Molsheim, the 1500 PS, 420 km/h Bugatti Chiron1, now has an appropriate home in the north of Germany. Hamburg is Bugatti’s fourth dealership in Germany with the new showroom design and its 12th in Europe. Bugatti has a total of 34 dealerships in 17 countries, four of which are located in Germany.
“The opening of the new Bugatti showroom in Hamburg completes the exclusive presentation of our dealerships in Germany. I am very happy about this new facility,” says Dr. Stefan Brungs, Member of the Board of Management of Bugatti Automobiles S.A.S. responsible for Sales, Marketing and Customer Service. “Showrooms appropriate for the brand are reflected in sales performance. Germany has overtaken Great Britain and Switzerland and is now the number one market in Europe,” Brungs adds. In total, 45 orders for the Chiron have been taken in Germany, representing 40 percent of all sales in Europe.
“Bugatti Hamburg has also been very successful with sales of the Chiron. I would like to thank our long-standing partner, Kamps in Hamburg, for the team’s excellent work and considerable personal dedication.” Since the launch of the super sports car, Hamburg has taken 10 orders for the Chiron.
The Kamps Group has been successful in the automobile business for more than 60 years and has become an expert in super sports cars and luxury vehicles. Kamps in Hamburg GmbH & Co. KG, a company which is a member of this group, has been an official dealer partner of Bugatti since 2009.
“The extremely positive cooperation with Bugatti over the past few years and the results achieved have reinforced our decision to open an exclusive showroom in Hamburg for the super sports cars from Molsheim,” says Ronald Ludwig, Managing Director of Bugatti Hamburg. “It is a great honour for us to be able to present the world of this extraordinary brand with its history of more than 100 years to our demanding customers at a new address.”
The new showroom in Hamburg gives customers and guests an impression of the Bugatti brand values of “Art, Forme, Technique” and the flair of the company’s headquarters in Molsheim. There is a heritage section devoted to the Bugatti brand values. Three wallmounted steles each express one of these values. Each stele has a monitor for showing films and animations that give an impressive presentation of the respective brand value.
The lounge area is equipped with furniture from the Bugatti Home Collection designed especially for the brand’s new showrooms. The organically shaped armchairs are made from the finest leather and blue carbon fibre, high-quality materials with complex processing that are also used for the production of a Bugatti super sports car. The sides are decorated by the EB logo.
A curving white brand wall sets the stage for the star of any Bugatti showroom – the Chiron, the world’s most powerful, fastest, most luxurious and most exclusive production super sports car.
Naza Italia, the sole authorised importer and distributor of Ferrari in Malaysia, has broken new ground with the brand’s second Ferrari Showroom located at Platinum Park in the dynamic Malaysian capital, Kuala Lumpur. Nested in the heart of the city, Malaysian Ferrarista are welcomed into the world of the Ferrari in a metropolitan setting.
The Ferrari Showroom @ Platinum Park is built over 3115 sq ft of the ground floor of Tower 1, Platinum Park, and accommodates three car displays, a luxurious customer lounge and configuration room. Being within the central business district and a very short distance from Kuala Lumpur City Centre (KLCC), Ferrari Showroom @ Platinum Park benefits from a truly key location; enabling the brand to better serve Ferrari’s discerning clientele.
The facility which aims to bring the Ferrari brand to the forefront of people’s minds and appeals to an even broader client base; is also as a sign of commitment from Ferrari to provide the finest service to its esteemed Malaysian customers. Ferrari Showroom @ Platinum Park serves as a preview of the experience provided at the more comprehensive showroom in Petaling Jaya.
The opening ceremony was officiated by Maurizio Arrivabene, Scuderia Ferrari Formula One Team Principal, His Excellency Cristiano Maggipinto, Ambassador of Italy to Malaysia, Dieter Knechtel, CEO of Ferrari Far East and Middle East Hub and Datuk Wira Hj SM Faisal Tan Sri SM Nasimuddin, Group Executive Chairman of Naza World Group of Companies. Hundreds of customers, VIPs and media representatives were present to celebrate the grand opening of Ferrari Showroom @ Platinum Park.
This autumn, JUSTICE LEAGUE, one of the most anticipated superhero movies of all time, hits global theatrical screens beginning November 17, 2017 in the U.S. from Warner Bros. Pictures – and Mercedes-Benz vehicles will join the League alongside Batman, Wonder Woman, Aquaman, Cyborg and The Flash as they race to save the planet from an alien assault of catastrophic proportions. Accompanying DC’s most iconic heroes on the big screen, the new E-Class Cabriolet, the Mercedes-Benz AMG Vision Gran Turismo with its new interior developed for this film, and the G-Class 4×42 will play an integral role in this epic action adventure. Mercedes-Benz will set up a substantial marketing campaign around the film’s theatrical release, including a 30-second TV commercial, print, online and OOH advertising. Activations on social media will also be launching and – for the first time – six exclusive digital comic stories for Mercedes-Benz’ Instagram channels, developed in cooperation with DC‘s Custom Creative Studio. The TV commercial launches on October 6 in the US, Europe and China. The first digital comic will release on October 20 on Instagram, with all other stories following in quick succession.
“With JUSTICE LEAGUE, we found the perfect partner to highlight our current vehicles as well as communicate the fascination of our brand. The E-Class Cabriolet is a natural fit for Wonder Woman,” says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars“ . And who other than Bruce Wayne, aka Batman, would be more inclined to drive a car like the Mercedes-Benz AMG Vision Gran Turismo? We are therefore highly excited to partner with Warner Bros. Pictures on this much-anticipated movie as we reach out to as many people as possible with a creative and innovative campaign.”& amp; amp; amp; amp; amp; amp; nbsp;
The Mercedes-Benz E-Class Cabriolet premiers on the silver screen as the vehicle driven by Diana Prince. Better known to the world through her Super Hero identity, Wonder Woman, Diana takes the E-Cabrio for a ride on a mission to speak with Victor Stone, aka Cyborg. An additional automotive highlight in the film is the appearance of the Mercedes-Benz AMG Vision Gran Turismo as Bruce Wayne’s vehicle of choice when he drops in on Barry Allen, aka The Flash, to recruit him into the League.
Initially revealed to the public in 2013, the Mercedes-Benz Design team has developed for the Mercedes-Benz AMG Vision Gran Turismo a fully fleshed-out interior with illuminated elements, racing seats and a virtual dashboard section for JUSTICE LEAGUE production purposes. Filming required the whole vehicle to be enlarged to 110% compared to its predecessor, in order to accommodate seating the film’s impressive over 1,90 m tall Bruce Wayne while maintaining its sleek-looking low roofline.
“As a designer you have to create fantasy, so we often get inspired by the film industry. I am excited that this time, the film industry was inspired by us and our Mercedes-Benz AMG Vision Gran Turismo became the car for a super hero”, says Gordon Wagener, Chief Design Officer Daimler AG. “Extreme proportions, sensual contours amd intelligently implemented high tech blend to form a breathtaking body and the perfect car for Bruce Wayne.”
Global Mercedes-Benz promotion via all communication channels
The Mercedes-Benz JUSTICE LEAGUE marketing campaign kicks off on October 6 with the TVC “Hard To Resist”, ahead of the U.S. release of Warner Bros Pictures’ highly anticipated movie on November 17. The TV Commercial will feature all main vehicles appearing in the film and deliver an explanation why Mercedes-Benz vehicles are “ Hard to resist” even if you’re actually a super hero: https://youtu.be/9qF4pcq7RCU.
The automotive star of the campaign motif for print, online and OOH is the new Mercedes-Benz E-Class Cabriolet, as it makes an appearance surrounded by members of DC’s iconic League. And there is another, quite different campaign motif, named “Symbols,” showing an even stronger connection between these Super Heroes and Mercedes-Benz, with a surprising take on the brand’s star.
An extensive “Making of” featurette provides film and comic fans with an exclusive behind-the scenes look at the film shoot, highlighting the main Mercedes-Benz vehicles and the tremendous effort that was necessary in order to build up the Mercedes-Benz AMG Vision Gran Turismo new interior for its big screen debut. The Making of is available at: https://youtu.be/OVCjhR7ltJM.
A leading element of the marketing campaign promoting the movie and its hero vehicles is a series of digital comic stories that have been created in close co-operation with DC’s Custom Creative Studio, which will be released exclusively on Mercedes-Benz’ Instagram channels. These stories focus on the private lives of the JUSTICE LEAGUE characters’ alter egos, and present a fresh take on how a cool vehicle can sometimes save the day – even for the world’s most powerful heroes.
About JUSTICE LEAGUE
Ben Affleck, Henry Cavill, Gal Gadot, Raymond Fisher, Jason Momoa and Ezra Miller star in the action adventure JUSTICE LEAGUE.
Fueled by his restored faith in humanity and inspired by Superman’s selfless act, Bruce Wayne enlists the help of his newfound ally, Diana Prince, to face an even greater enemy. Together, Batman and Wonder Woman work quickly to find and recruit a team of metahumans to stand against this newly awakened threat. But despite the formation of this unprecedented league of heroes: Batman, Wonder Woman, Aquaman, Cyborg and The Flash, it may already be too late to save the planet from an assault of catastrophic proportions.
JUSTICE LEAGUE was directed by Zack Snyder from a screenplay by Chris Terrio and Joss Whedon, story by Terrio & Snyder. Based on characters from DC Entertainment; Superman created by Jerry Siegel and Joe Shuster. Charles Roven, Deborah Snyder, Jon Berg and Geoff Johns produced the film, with Jim Rowe, Wesley Coller, Curtis Kanemoto, Chris Terrio and Ben Affleck serving as executive producers.
Set for release in 3D and 2D in select theatres and IMAX beginning November 17 in the U.S., JUSTICE LEAGUE will be distributed worldwide by Warner Bros. Pictures, a Warner Bros. Entertainment Company. More information is available under: http://www.justiceleaguethemovie.com/
