Mercedes-Benz in the GCC region wanted to increase sales of their electric vehicle range.
Challenge 1: Tackling Range Anxiety
Range anxiety is a significant barrier to widespread EV adoption. Buyers fear being stranded with no charging station nearby. Driving over 1,000 km on one charge would give consumers confidence in long-distance electric drives.
Challenge 2: Shifting Consumer Perception
The Gulf region has been associated with a strong preference for petrol vehicles. Showcasing an electric vehicle capable of an impressively long journey would demonstrate that EVs are not only viable but preferable – for efficiency and sustainability.
The solution was to use Mercedes-Benz’ VISION EQXX (experimental electric car) to prove EV range in the hot desert by driving over 1,000km on ONE charge.
The VISION EQXX was created for unparalleled efficiency to proving long ranges are reachable; all thanks to
• a special, very light, small, energy-dense battery
• extreme aerodynamics
• a solar panel adding power to secondary systems
• very advanced technology for efficient routes and driving
And all styled in modern luxury.
The Route
This challenging route covered lengthy desert highway sections and busy streets with heavy traffic. It was a chance to test technology such as thermal management and the solar roof.
Despite some tense balancing of energy use and very careful driving, in the end, the journey was a success.
The VISION EQXX came through
On its third long-distance road trip, the VISION EQXX showed that even the Arabian Desert is no obstacle to energy efficiency, over one long day finishing at 7.4 kWh/100 km in 14 hrs 42 mins, and it still had 309 km (192 mi) of range left when it arrived in Dubai. In temperatures of up to 34˚ Celsius (93˚ F), the VISION EQXX beat its own previous efficiency by a considerable margin.
1. Over-achieve on brand metrics
Media Outputs:
Coverage across top-tier international outlets (Forbes, Top Gear, etc.), achieving exceptional depth and quality. 60% positive sentiment recorded in media and social conversations.
924 million global reach with 15.5 million regional reach and 4 million impressions.
Indicated increased purchase intent for EVs, with many respondents citing greater trust in Mercedes-Benz EV technology.
2. Change consumer behaviour
Target Audience Outcomes:
Increased awareness of EV capabilities, with significant conversations sparked about “range anxiety” and long- distance EV travel.
Positive shift in perceptions and attitudes, with 60% of social comments expressing newfound confidence in EVs. Lifestyle influencers extended discussions beyond automotive enthusiasts to eco-conscious and tech-savvy audiences, increasing resonance with diverse demographics.
Greater interest in sustainable transport solutions observed in consumer surveys post-campaign.
3. Business Outcomes
Measurable Impact:
Elevated Mercedes-Benz brand equity as a leader in EV innovation and sustainability.
Boosted EV sales inquiries, with dealerships reporting increased customer interest following the campaign. Enhanced reputation scores among eco-conscious and tech-forward audiences, solidifying Mercedes-Benz’s image as a forward-thinking, sustainable brand.
By addressing consumer concerns and showcasing innovation, the campaign successfully aligned with and exceeded its stated objectives.
