Image via Mercedes-Benz
To help promote the newly redesigned Mercedes-Benz CLA to a broader audience, the German automaker enlisted rapper Ice Spice to create a custom art car. The vibrant result was unveiled during the grand opening of the freshly renovated Mercedes-Benz of Manhattan dealership.
Collaborations with popular cultural figures give automakers a fresh way to connect with new audiences. By pairing the redesigned CLA with a high-profile artist, Mercedes generated buzz around the model while turning the dealership event into a memorable showcase that extended the car’s appeal well beyond traditional channels.
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