Mercedes-Benz India has unveiled the ‘S-Class Art Edition', as part of a partnership with art auction house Saffronart for promotion of arts in the country.
A branding exercise by the German luxury carmaker, the year-long tie-up aims to highlight the sporty, luxurious and lifestyle statement associated with the marquee.
On sale for Rs 1.14 crore – an about Rs 19 lakh premium over the top-end S500 on Mercedes' normal menu card – the special edition S-Class has been deemed a collector's item.
Flown in from Germany and with only two cars on sale nationwide, the luxury saloon features indulgences such as hand-stitched white leather interiors, special black paint scheme and alloys, apart from a Harman Kardon sound system.
“We felt that we need to talk more about the brand, so we thought of tying up with this leading auction house. It has something to do with sharpening the brand – we want to show the customer that we are not only about luxury and safety, but also sportiness and lifestyle,” Mr Peter Honegg, Managing Director and CEO, Mercedes-Benz India, said.
The car is displayed at an art auction conducted by Saffronart, which has works on the block from maestros such as the late M.F. Hussain, S.H. Raza and Arpita Singh. On for two days starting September 21, the auction hopes to rake in between Rs 26-35 crore.
The tie-up has also plans to hold art awareness activities across six cities in the country.