American Marketer


Mercedes-Benz highlights speed with boat collaboration

February 13, 2015

2016 Mercedes-AMG GT S 2016 Mercedes-AMG GT S


German automaker Mercedes-Benz is the inspiration behind a new high-performance racing boat that made its debut at the Miami International Boat Show.

Mercedes-Benz worked with longtime partner Cigarette racing to help create a speedboat that was displayed next to the new Mercedes-Benz car at the show. The 2016 Mercedes-AMG GT S and the Cigarette Racing 50 Marauder GT S Concept represent two of the most powerful engines available today.

"Mercedes is an iconic brand that brings value to any collaboration," said Chris Ramey, president of Affluent Insights, Miami, FL. "Up until now, however, speed hasn't been a core value for Mercedes.

"It has the the chops; but chooses to promote other values."

Mr. Ramey is not affiliated with Mercedes-Benz, but agreed to comment as an industry expert.

Mercedes-Benz did not respond by press deadline.

Two's company

The 2016 Mercedes-AMG GT S and the Cigarette Racing 50 Marauder GT S Concept were presented together at the Miami International Boat Show. While the car is produced by Mercedes-Benz, the boat is attributed to Cigarette Racing, a brand that Mercedes-Benz has partnered with often over the years to explore the world of boats.


Mercedes-Bens car and Cigarette Racing boat displayed next to each other in Miami

The Cigarette Racing 50 Marauder GT S Concept is in part inspired by the Mercedes-Bens car, and it integrates the style of the vehicle with its own superior motorsport technology. The Cigarette Racing boat is painted a bright yellow with custom matte black accents in order to complement the Mercedes-AMG GT S that it will be displayed next to.

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Inside of the Cigarette Racing 50 Marauder GT S Concept's engine

This is the fifth consecutive year that the two brands have worked together to create interrelated products, though in the past they have primarily focused on joint marketing ventures. Superior performance is what unites the two brands despite the differences between their products.

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Image of the seats inside the Cigarette Racing 50 Marauder GT S Concept

There are similarities between the 2016 Mercedes-AMG GT S and the Cigarette Racing 50 Marauder GT S Concept, however, with both being considered some of the fastest and most exclusive machines in the world. Both products are custom-made and hand-crafted in order to ensure the highest quality.

Both Mercedes-Benz and Cigarette Racing were originally involved in racing and have heritage firmly rooted in this culture. Because of this, the collaboration between the two brands is logical and serves to emphasize their joint ability to outperform any competitor.

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The 2016 Mercedes-AMG GT S

Need for speed

Mercedes-Benz has partnered with other brands to help promote its products in the past. For example, the German automaker drove interest in its 2016 AMG-GT through the Sony PlayStation game Driveclub in 2014.

The game was not available until Oct. 8, so to keep consumers interested, the brand created an online competition with the vehicle. The digital “Journey of Stars” game requires a participant to engage their social networks and learn about Mercedes-Benz, creating a space for consumers and fans to interact and discover the new model (see story).

Sometimes the brand takes a more simple route and uses a single commercial to emphasize its unique qualities. Earlier in 2015, German automaker Mercedes-Benz tapped into fans’ childhood fantasies with a short video to promote its Mercedes-AMG GT.

The video, titled “Dreamcar” shows a young boy asleep in bed, dreaming about an incredible racecar, which is suddenly overtaken on the road by the Mercedes-AMG GT. The GT is designed by racers to be fast, sleek and styish, and the video suggests that it is the new car that everyone will now be dreaming about (see story).

While both of these previous campaigns make it clear that Mercedes-Benz has both speed and precision, this new collaboration does even more to emphasize the speed of Mercedes-Benz vehicles.

"Speed relates to youth," Mr. Ramey said, "and every German luxury car manufacturer is sexing-up their marketing to pursue younger customers. Cigarette's brand values strike at the heart of one of Mercedes-Benz's primary competitors.

"The partnership reinforces what Mercedes-Benz owners already know. It opens the door to BMW and Audi owners."

Final Take

Kay Sorin, editorial assistant on Luxury Daily, New York