Photos: Mercedes-Benz goes back to basics in C-Class launch

To break away from its luxury image, Mercedes-Benz launched its C-Class sedan models in Taichung with a pop-up gym.

It has become almost a given for auto shows and launches to go down the digital path. However, the Mercedes-Benz C-Class launch in Taichung carried out by SMS Group last September was “decisively undigital” as there was no VR headset or game console in sight.

Instead, the Taiwanese city’s National Theatre was converted into a pop-up gym with built-in courts for basketball, table-tennis and tennis. The latter two games were played with a novelty element...

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