Under increasing pressure from rivals BMW and Audi, both of which are ahead of it in India in terms of marketshare, Mercedes Benz is launching a series of experiential programmes, branded "Mercedes Benz Performance Drive", for different consumer segments.
For racing enthusiasts who'd like to learn the ropes, the German luxury carmaker is launching the first Indian chapter of its " Young Star Driving Programme". Aspiring race-drivers aged between 15 and 25 years can enroll for one or two-year courses and train with racing professionals on test tracks.
This programme - which aims to spot young stars for the formula 1 and DTM circuits - will be conducted in association with the Federation of Motor Sports Clubs of India, and is based on a nationwide evaluation process.
The top 12 drivers will be invited for a 2-day program at the Buddh International Circuit where their skill behind the wheel will be tested. Three out of these 12 candidates will then be selected for advanced training in Germany - which could be followed by professional training and finally the masters SLS AMG GT3 training.
"Each of the three levels builds up on the other and would be a door opener to get into professional racing," said Eberhard Kern, MD & CEO of Mercedes Benz India. The programme is free for selected stars as Mercedes is building a pool of young race drivers for the future, said Kern.
For regular-speed drivers - and those above 25 years of age - there's still a host of Mercedes experiences to choose from. Most of these are aimed at giving participants a better understanding of their SUVs.
For Rs 20,000 there's a one-day "Star off road SUV experience" at the Mercedes Benz plant in India. On a specially created off road test-track, participants will test off-roading skills and learn how to get the most out of their SUVs.
In the "Star Track experience" programme for two days, owners will get an opportunity to burn rubber on the Buddh international Circuit on a range of high performance AMG Cars. It's even structured like an F1 event, with a first day of qualifying rounds, followed by the opportunity for drivers to get trained on cornering, braking slalom and taxi rides.
For real enthusiasts - and the highest-end customers, Mercedes offers international events as well. There's a chance to drive the iconic G wagon over natural terrain and obstacles - including down a mountainside. A winter driving experience near the arctic circle in Arjeplog, Sweden is a training programme that uses various AMG models for a four-day event.
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