The Mercedes-Benz CLA makes its virtual Canadian debut through an innovative augmented reality Auto Show display
Toronto, ON
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Feb 14, 2013
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TORONTO, ON – Following its world premiere in January at Berlin Fashion Week and a North American television debut during the Super Bowl, Mercedes-Benz Canada is pleased to celebrate the virtual Canadian debut of the all-new 2014 CLA 250 at the Canadian International Auto Show through an innovative new Augmented Reality display.

The creative installation can be found near the Auto Exotica display in the north building at the Metro Toronto Convention Centre. This unique set-up will allow journalists and consumers a realistic virtual walk-around of the 2014 Mercedes CLA 250 by displaying a 3-D view of the vehicle on screen in real-time through a current generation mobile tablet (iPad). The experience is interactive, and appears as if the CLA is directly in front of the viewer as seen through a camera from any angle. Show visitors can look inside the vehicle through the windows to see the interior, and select their favourite exterior colours to customize their experience.

This inventive display was created for Mercedes-Benz Canada by Ignition Digital Images Inc., a Toronto-based imaging solutions agency that specializes in creating digital product imagery for automotive marketing and advertising visualization.

"This display uses sophisticated technology, which would most likely not have been possible even 12 months ago,” said Robert Clegg, owner and founder of Ignition Digital Images Inc. “We started with a file that would cripple the most cutting edge computers, and created a seamless interactive experience that brings the car to life right in front of the viewer. The true fun comes from the challenge of believing it's really (not) there. In fact, we’ve already seen people try and reach out to touch the car as if it is right in front of them.”

Scheduled to arrive in Canadian showrooms this September, the highly anticipated new CLA 250 has an unmistakable four-door coupe silhouette. The dramatic black diamond grille with central star, long hood, sweeping roofline, frameless doors and twin chrome rectangular exhaust tailpipes all combine to ensure that the CLA turns heads from every angle. This interactive experience represents the first time Canadians will get an up close look at this exciting new vehicle.

“Mercedes-Benz designers inspired an entirely new vehicle category in 2003 with the introduction of the CLS-Class by combining the dynamism of a coupé with the comfort and functionality of a sedan,” said Tim A. Reuss, President and CEO of Mercedes-Benz Canada. “The all-new CLA is the natural extension of this avant-garde design philosophy in a more compact form. We are thrilled to provide Canadian International Auto Show visitors a sneak preview of this stunning new vehicle well in advance of its official launch. We look forward to welcoming these potential customers back to our dealerships in September to see first-hand and hopefully purchase this sporty new addition to the Mercedes-Benz vehicle range.”

About Mercedes-Benz Canada
Mercedes-Benz Canada is responsible for the sales, marketing and service of the three brands within the Mercedes-Benz Group in Canada: Mercedes-Benz, AMG and smart. Headquartered in Toronto, Ontario, Mercedes-Benz Canada Inc. employs approximately 1,450 people in 22 locations across Canada. Through a nationwide network of 13 Mercedes-Benz owned retail operations and 40 authorized dealerships, Mercedes-Benz Canada sold 35,503 vehicles in 2012, the best year ever reported for Mercedes-Benz Canada Inc.

For more information, please contact:

JoAnne Caza             416-847-7550          joanne.caza@mercedes-benz.ca

Michael Minielly         416-847-7509          michael.minielly@mercedes-benz.ca

Further information from Mercedes-Benz is available on the internet at: www.media.mercedes-benz.ca
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© 2013 Mercedes-Benz Canada Inc. All rights reserved.