Chicago-area Mercedes dealers know how to add drama to the sales experience.
Late last year, customers who had ordered the new $85,000 CL500, plus other selected guests, joined dealers for 'A Night of Unveilings.' The evening included a preview of the play Hysteria, which opened two days later at the Steppenwolf Theatre in Chicago.
After the preview, the 250 guests went across the street for a private supper with director John Malkovich, who, in spite of his many maniacal movie roles, was described by Mercedes spokesman Chuck Johnsen as 'a great guy - lots of fun.'
Dinner was in the presence of a CL500, - the car's Chicago debut.
Mercedes is a sponsor of the Steppenwolf Theatre, a regional group that attracts big-name talent. Johnsen said events such as these are a good way to build advocates within the company's customer base. He said Mercedes plans another theater party for 500 in April.