The Mercedes 2003 E class is going Hollywood.
The automaker is touting the redesigned sedan in a co-promotion with Columbia Pictures' Men in Black II, which opens July 3. As part of the promotion, the E class appears in the film.
A 30-second spot from Mercedes' German agency, Springer & Jacoby in Hamburg, breaks in the United States on June 24.
"(MIB II is) hip, and so is our new E class," said Dave Schembri, vice president of marketing at Mercedes-Benz USA Inc.
A sweepstakes on the automaker's Web site at mbusa.com offers trips to the movie's Los Angeles premiere.
Omnicom Group's Rapp Collins of New York created a direct mailer that in June will go to 1 million prospects and owners of the model.
Schembri said the film deal will bring the E class to a broad target.
But John Bulcroft, president of consultancy Advisory Group in Cresskill, N.J., believes the movie audience may be younger than E-class prospects.
"At one time Mercedes knew who it was," he said.
About two years ago, the automaker decided it wanted younger, hipper buyers and began offering lower-priced models.
"I don't think Mercedes knows who it wants to be," Bulcroft said.
Mercedes sold 206,638 vehicles in 2001 compared with 205,614 in 2000, according to the Automotive News Data Center. Through May, Mercedes sold 86,768 units compared with 82,894 during the year-ago period.