Mercedes-Benz

Kim Santos

Updated: Nov 2018

Content

1D | Distressed Language

$X Off & % Off
Blowout
Cash Back
Clearance
Coupon
Deal
Dealer Cost
Discount

Factory Authorized
Invoice
Liquidation
Lowest Price
Meet or Beat
Overstocked
Rebates

Reduction
- Tent Sale
- Garage Sale
- Super Store
Super Center
Save & Savings
Special Pricing

“Price Guarantee” (unless the specific details of the price protection guarantee are included in the advertisement) |
Crossing out price (MSRP) of vehicle to represent a “visual” form of a discount.
Any other phrase that tends to create the impression that Mercedes-Benz vehicles are an “economy” or “discount” brand rather than a premium brand.
The following terms are not allowed for new car creative but are allowed for Aftersales:

1E. Dealers may not publish or air the following that imply a dealer is in a preferred position as compared with other Mercedes-Benz dealers: disparaging communications, or non-documentable/untrue claims.

1F. Dealers may not use superlatives or make claims about their Mercedes-Benz dealership without first substantiating and documenting those claims with their MBUSA Regional Office. Note: Superlatives are often impossible to document or require significant disclaimers to include “biggest,” “best,” “largest,” “first,” “only,” “most aggressive,” “most professional,” “friendliest,” “easiest to accommodate,” “largest inventory,” “fastest growing,” and other similar phrases.

1G. The Mercedes-Benz “Best of the Best” award recipients, when communicating this accolade, should not do so in a manner disparaging to other dealers, and unless they have received the most current Mercedes-Benz award, which then affords them the option to include the number of times they have won the award.

4G. Out-of-Home – May only be purchased in zip codes within a dealer’s AOI (i.e. signage, transit bus buys, billboards, etc.).

4H. Digital Online Banners – Dealers must isolate the buy within a geography representative of their AOI.

4I. Search Engine Marketing (Paid Search) – Dealers must establish geo-targeted SEM accounts to ensure paid search results appear only to IPS addresses whose zip code aligns with their AOI.

4J. Predatory Marketing Practices – Predatory marketing outside a dealer’s AOI is strictly prohibited.

4K. Sponsoring Local Events – Dealers are not to sponsor an event outside of their AOI.

4L. Purchasing Internet Leads from Third-Party Vendors – A dealer may only purchase leads of consumers residing within their AOI or based on the third-party site specifications, in geographic regions contiguous to their AOI.

4M. Purchasing of “Zones” – Dealers are permitted to purchase a zone on third-party sites if the zone includes at least one zip code within the dealer’s AOI.

Graphic Notes

Compliance Colors: The color scheme of the Mercedes-Benz brand is created using a system of four colors, the 4-colorcode. Each color serves a distinct purpose.

Deep Black - Hex #000000 - Deep Black is for staging the star, as well as emotional images and content. Black is also the preferred color for typefaces set against light backgrounds (contrast up to 35%) and is also used for lines in tables, charts and inserts.
Plain White - Hex #FFFFFF - Plain White is the background color for detailed information such asbody copy and fonts set against dark backgrounds (contrast above 35%).
Arrowsilver - Special color for Print
Pure Blue - Hex #00adef - Pure Blue is used to accentuate and leads to clarity and modernity

Compliance Fonts:

Corporate Typeface:
- Corporate A: Use primarily in headline communications. This typeface must be used in conjunction with logo.
- Corporate A Condensed: Use in headline type that does not include Mercedes-Benz.
- Corporate S: Use for sub-headlines, introductory text, body copy, bold copy, side notes, and captions.
Arial: Use system typeface in addition to Corporate A and Corporate S for online application only.

Mercedes-Benz logo is strongly preferred on a Black background and must have proper spacing.
All creative should allow for a clear space area around the star. Minimum Impact Zone: 1/4 star diameter in all directions

Lease Offers

Required on banners: Model Year, Model Name, Monthly Payment, Number of Months, Amount Due at Signing

Can be one click away: Capitalized Cost Reduction, Acquisition Fee, Security Deposit, Tax, Title, License, and Registration, Mileage Allowance

Full Disclaimer required when both the “Disclosure Box” terms and shortened disclaimer are not used together

Available only to qualified customers through Mercedes-Benz Financial Services (where applicable to advertised lease) at participating authorized Mercedes-Benz dealers through (date). Not everyone will qualify. Advertised _____ month lease rate based on MSRP of $______ less the suggested dealer contribution resulting in a total gross capitalized cost of $____. Dealer contribution may vary and could affect your actual lease payment. Includes Destination Charge and optional __________(Package or Equipment). Excludes title, taxes, registration, license fees, insurance, dealer prep and additional options. Total monthly payments equal $______. Cash due at signing includes $____ capitalized cost reduction, $____ acquisition fee, and first month’s lease payment of $____. No security deposit required. Total payments equal $___. At lease end, lessee pays for any amounts due under the lease, any official fees and taxes related to the scheduled termination, excess wear and use plus $0.25/mile over ____ miles and a $595 vehicle turn-in fee. Purchase option at lease end for $___ plus taxes (and any other fees and charges due under the applicable lease agreement) in example shown. Subject to credit approval. See dealer for complete details. For more information, call 1-800-344-8736, or visit MBUSA.com.

Shortened Disclaimer

Available only to qualified customers at participating authorized Mercedes-Benz dealers through Mercedes-Benz Financial Services (where applicable to advertised lease) through (date). Advertised lease rate based on a gross capitalized cost of $____. Includes destination charge and optional ______________. Excludes title, taxes, registration, license fees, insurance, dealer prep and additional options. Total monthly payments equal $____. Cash due at signing includes $____ capitalized cost reduction, $____ acquisition fee, and first month’s lease payment of $____. Total payments equal $____. Subject to credit approval. No security deposit required.

APR Offers

When advertising APR, the

Monthly lease payment must be compliant with Federal Regulations (Regulation M)

APR must be compliant with Federal Regulations (Regulation Z), and

rate of finance charge must be stated as an APR.

APR Disclaimer*

*APR Disclaimer is always required when doing an APR Offer

For qualified customers only. ___% APR financing for __ months at $__per month, per $1,000 financed. Excludes leases and balloon contracts. Available only at participating authorized Mercedes-Benz dealers through Mercedes-Benz Financial Services. Must take delivery of vehicle by _____. Specific vehicles are subject to availability and may have to be ordered. Subject to credit approval by lender. Rate applies only to Mercedes-Benz model vehicles listed. Not everyone will qualify. See your authorized Mercedes-Benz dealer for complete details on this and other finance offers.

Pricing Notes

1A. Marketing communications for new vehicle, demonstration, or special demonstration vehicles must always reflect pricing at or above MSRP and/or offers stated within the “Monthly Sales Program Guide” for the time frame indicated in the “Guide,” and include the Destination and Delivery charges.

1B. Incentives, cash or non-cash, may not be used to discount MSRP on a vehicle.

FAQ

Is Best Price allowed? If so, what is the verbiage that can be used?
- Yes, needs to be one-to-one communication
Can this brand have virtual inventory?
- No
Are specific colors required?
- Yes - View Graphics Notes
Are specific fonts required?
- Yes - View Graphics Notes
Are we allowed to pull OEM images?
- No
Can pricing have a strikethrough?
- No

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