Mercedes rolls out Coulthard as ambassador to youth

MERCEDES HAS announced David Coulthard will front a new activity designed to “transform” the luxury marque’s image among a younger audience. The German automotive brand will be hosting a virtual vs reality racing initiative at Mercedes-Benz World, its visitor centre, with fans given the chance to race against the former F1 driver. Coulthard will drive 10 laps in an SLS AMG whilst six competition finalists will race him on the same track in real time via PlayStation3 gaming pods using Gran Turismo 5. The fan with the fastest time will win a trip to the Brazilian F1 Grand Prix. The plan is the brainchild of new Mercedes marketing director, David George who took over in May. George’s objectives are to make fuller use of all the assets in the group to make the brand relevant to a younger audience. Whilst the competition is a stand-alone piece the strategy will continue with multiple platform promotions and new product launches into 2012.