Being a successful world premium auto brand, Mercedes-Benz has unique and rich brand connotations. In addition to automobile culture, music and sports are indispensable elements of the Mercedes-Benz core values. In China, Mercedes-Benz actively promotes a number of cultural and sports events including the F1 and the ATP Tennis Masters Cup. This allows Chinese customers to understand the core values and brand connotations of Mercedes-Benz from difference aspects.