Mercedes Aims For The Ladies With Sex And The City II

April 2, 2010

Mercedes-Benz has made some surprising announcements in recent weeks, perhaps the best example being its hybrid-only lineup of S-Class vehicles. The automaker also lifted the veil on a number of vehicles at the 2010 New York Auto Show, including the E-Class wagon and the revamped R-Class. To spread the word about those rides, however, Mercedes has resorted to a less-surprising tactic: placement in the upcoming Sex and the City sequel, which is called -- yes -- Sex and the City II.

According to Steve Cannon, vice president of marketing for Mercedes-Benz USA, the sponsorship of Sex and the City II amounts to more than just putting Sarah Jessica Parker and pals in the backseat of an E-Class sedan (though we expect to see plenty of that, too). Mercedes is also sponsoring premiere events in 20 - 30 locations around the globe, and for the rest of the viewing public, local dealers will host special pre-screenings.

Without question, this is a smart move for Mercedes. Recent statistics indicate that women buy around 60% of all new cars and 53% of used cars, and since the Sex and the City franchise has such a huge following among women...well, you can do the math. It sounds like another high-profile advertising opportunity for Mercedes -- kind of like the Super Bowl, but in really expensive strappy sandals.

In related news, Mercedes has also booted Lexus as lead sponsor of the U.S. Open tennis tournament; given that the average income of attendees hovers around $120,000, that's sounds like a no-brainer, too. Less intuitive is Mercedes-Benz's continued product placement on CBS programs like How I Met Your Mother and Two and a Half Men -- but then, there's probably some crossover between Neil Patrick Harris fans and those who love SJP.


The Car Connection
See the nominees and vote »
The Car Connection
Commenting is closed for this article
The Car Connection Daily Headlines
I agree to receive emails from the site. I can withdraw my consent at any time by unsubscribing.
Thank you! Please check your email for confirmation.
Ratings and Reviews
Rate and review your car for The Car Connection
Review your car