By Matt Schmitz on June 6, 2013
Mercedes-Benz's new dealer-installed illuminated logo option kind of looks like the glowing arc reactor in Iron Man's chest — though anyone who's seen the blockbuster films knows Tony Stark's luxury brand of choice is Audi. Still, it's not Robert Downey Jr. who stars in Mercedes-Benz's new commercial, but the automaker's three-pointed star itself, now illuminated with LED and light-tube technology to further punctuate the point, just in case the standard iconic logo wasn’t enough for luxury shoppers.
The video ad, posted to YouTube on Wednesday, features a photographic retrospective of Mercedes models through the decades that have borne the three-pointed star; it's accompanied by a sweeping orchestral score. The ad tempts viewers with the taglines, "Mercedes-Benz has offered the star for years … now we even make it shine," and "Discover the Illuminated Star."
According to AutoBlog, installation of the option is available at dealerships on the 2014 E-Class, GL-Class SUVs starting with the 2013 model year, M-Class SUVs starting with 2012 and CLS-Class sedans starting with 2006. The enthusiast publication called the look "classy" but we wonder if it takes the trend of LED lighting a bit too far and could even be distracting on the road.
What do you think? Is the illuminated star classier? Gimmicky? Render your judgment in the comment section below.Related
News Editor Matt Schmitz is a veteran Chicago journalist indulging his curiosity for all things auto while helping to inform car shoppers. Email Matt