"Zammhalten": BMW and Mercedes-Benz start joint Christmas campaign

Visitors to the BMW World might rub their eyes in disbelief: right in the middle of the BMW World stands a red Mercedes-Benz EQC 400, decorated for Christmas. Those who then travel further along the Mittlerer Ring in Munich will come across the Donnersberger Bridge, where the Mercedes-Benz dealership presents its "Christmas calendar" with real cars every year – behind the door on December 10, 2020, stood not a star-bearer this time but a BMW iX3 – right beneath the inscription "Mercedes-Benz Munich wishes you a Merry Christmas".

In a deeply divided society, solidarity is more important than ever

Behind this is the Southern German-titled campaign "Wir halten zamm" ("We hold together"), through which the two brands aim to set a visible sign of solidarity in trade. The campaign is intended to be the start of a nationwide campaign on the social media channels of BMW and Mercedes. Helmut Käs, Head of BMW World, explains:

"In the current situation, solidarity is more important than ever. Therefore, we are pleased that the BMW iX3 has found a place in the advent calendar of the Mercedes-Benz dealership Munich, and warmly welcome the Mercedes-Benz EQC 400 as a guest in the BMW World."

According to Käs, there's more behind it than mere marketing: with the vehicle exchange, they want to "encourage pausing and reflecting, signal connectedness." Additionally, visitors’ attention should be directed to the initiative to support local and regional companies. Ulrich Kowalewski, Sales Director Mercedes-Benz Passenger Cars & Vans Bavaria, adds:

"In this extraordinary year, it is more important than ever that we as a society stick together. That is why this year we are dedicating the exhibition of our advent calendar to the Munich initiative 'Buy local' and setting a sign of solidarity with each other and local engagement in the city. We are particularly pleased that we were able to implement the idea in spontaneous dialogue with our colleagues from BMW, to draw additional attention to the campaign in a pre-Christmas cooperation. We warmly welcome BMW to our dealership in Munich and are pleased that we can be guests in exchange at the BMW World."

A Signal to Support Local Companies

The “Showcase Calendar” at the Munich Mercedes-Benz branch has been in existence since 2002 and displays a Mercedes model each day from December 1st to 24th. This year, the Swabian manufacturer is cooperating with the Munich initiative “buy local” and is also giving 24 local companies a spot in the glass advent calendar.

What does that mean?

Covid-19 is changing the world – also for the better. It is small glimpses of hope like these that make the hard times, which are more characterized by distance than ever before, more bearable and point in the other direction after many divisions in politics and society: Together it’s better! In this sense, we also wish all readers of VISION mobility a contemplative Advent season and a merry Christmas! And thanks to BMW and Daimler for setting such brave signs of solidarity in this way!