Like the car? Wait till you see the box it came in.
When Mercedes-Benz brought its redesigned flagship GLS SUV to show off at the New York auto show this month, it put the shipping container on display, too.
The 10-foot-by-20-foot wooden crate, which doubled as a marketing prop, was emblazoned with a "Shipped from Tuscaloosa" stamp, a nod to Mercedes' Alabama assembly plant — which produces the GLS as well as the GLE crossover and C-class sedan — and a not-so-subtle sop to President Donald Trump, who has criticized German automakers, saying they import too many vehicles to the U.S.
The crate proved to be as functional as the 2020 GLS, doubling as a secure garage for it leading up to the press conference, and the cover wrap ahead of the grand reveal.
After the event, the crate served as a product display, highlighting the GLS' powertrain, interior, design and safety features.
The idea for the crate was pitched by OSK, lead creative agency for Daimler PR globally.
Mercedes-Benz has come under fire not only from Trump but also from advertising watchdogs who claim the company improperly marketed its Sprinter vans as being built in the U.S., even though many of them are not.