Mercedes-AMG Teams Up With CEO Of IWC To Promote The E53

Unveiled exactly a month ago, the new Mercedes-AMG E53 series comes as part of the updated Mercedes-Benz E-Class model range for 2018. It also replaces the previous E43 model that has seen life here for just over a year.

Powering the E53 is a twin-turbocharged 3.0-litre in line-6 engine which produces 435 hp and 520 Nm of peak torque, paired to AMG's AMG SPEEDSHIFT TCT 9G transmission. The powertrain replaces the outgoing E43's 396 hp twin-turbo 3.0-liter V6 mill.    

That being said, Mercedes-AMG announced today that the 53 series, which includes the E53 4MATIC+ Coupé, E53 4MATIC+ Cabriolet, and the CLS 53 4MATIC, is targeted towards lifestyle-oriented individuals.

So, in order to promote the range of models among its desired audience, the brand has released a digital sales campaign called ‘#SpeedUpInStyle’.

Divided into two phases, the campaign focuses on the worlds of design and architecture.

While traditional product communications comprising images by the Staud Studios in Leonberg dominated the first phase of the campaign, the second phase makes full use of digital media with social media posts and videos on the Mercedes-AMG channels, like the one you see here.

"The 53 series expands our portfolio with a trendsetting combination of sporty design, performance and efficiency. We are thus offering a lifestyle-oriented customer group a new, attractive offer from Affalterbach. A trusting partnership has linked us with IWC Schaffhausen for more than ten years. That's why we are especially pleased to have Christoph Grainger-Herr take part in our campaign. He ideally embodies the lifestyle of the 53 series models and is thus the perfect protagonist for us", said Eva Wiese, Head of Marketing and Product Management at Mercedes-AMG GmbH.

The video focuses on Christoph Grainger-Herr, CEO of the Swiss luxury watch manufacturer IWC Schaffhausen, who drives around New York in the Mercedes-AMG E53 4MATIC+ Coupé.

According to Mercedes-AMG, Christoph Grainger-Herr represents the city dwellers and is part of an urban culture with a certain attitude towards life, and with the new E53 Coupe, he can dynamically adapt to any situation.

An interesting thing about the Mercedes-AMG E53 series is that the models come with an EQ Boost starter generator, which provides an extra 20 hp and 250 Nm of torque as and when a driver needs it, feeding the on-board 48 Volt system when not supplying additional performance.

According to the folks at Affalterbach, the EQ Boost system and the fully digital widescreen cockpit which adapts to driver's wishes are among the new features which represent AMG’s commitment towards a very “hybrid” future.