She’s Mercedes. A global platform of women achievers that aims to inspire, connect and empower

Luxury car maker Mercedes-Benz has launched a specially crafted programme: She’s Mercedes, in association with Vogue. The programme celebrates the success of women, highlighting their accomplishments and successes; and honors the multiple roles women play to make society better. It’s an ‘Inspiration Circle’, a hub for sparking conversation, offering new perspectives and supporting ambitions. A place where women can connect and exchange ideas, share experiences and learn from one another.

Present at the launch of She’s Mercedes were women from diverse fields, who have created a niche for themselves. Guests included fashion designer Neeta Lulla, Pastry Chef, Founder of Theobroma, Kainaz Messman, India’s first female national racing champion Alisha Abdullah, hair stylist Adhuna Bhabani, journalist & film critic Anupama Chopra, and Founder of Preeta Sukhtankar, among others.

Roland Folger, MD & CEO, Mercedes-Benz India said, “She’s Mercedes is a global initiative by Mercedes-Benz to recognize and celebrate the accomplishments of women in all walks of life. We at Mercedes-Benz India would like to challenge the stereotype that success is usually male-driven. With our She’s Mercedes initiative, we want to recognize the successes of women in India and their determination to overcome all odds to become distinguished. She’s Mercedes is an innovative and special platform, and our unique way of paying tribute to their achievements.”

She’s Mercedes consists of networking events, a print magazine and a digital hub, the primary aim being to create a dialogue. Embedded in a mix of formats, exceptional women from different fields give their personal insights into topics around business and private life, as well as how to successfully balance the two. The programme will provide an exclusive experience to female customers both at the product level as well as in terms of being associated with the brand. Exclusive invites will be shared with female customers to experience product launches and other events.

There has been a sharp surge in women dominating the Indian luxury industry and the journey of them being the prime influencers to end customers has been swift. A recent survey conducted by industry body Associated Chambers of Commerce and Industry of India (ASSOCHAM) concluded that highly affluent women in India account for an overall market share of about 15%.

Much of the spike in sales of Mercedes Benz SUVs is courtesy women buyers, who find SUVs practical, comfortable and safe. Their functionality appeals to them. From an insignificant number couple of years ago, the brand has witnessed women customers forming a significant 10-12% of its customer base in India, with most women patrons being young successful professionals and entrepreneurs.

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