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January 1, 2008 BEIJING - Today, the National Center for the Performing Arts (NCPA), Mercedes-Benz (China) Ltd. and Beijing-Benz DaimlerChrysler Automotive Co. Ltd. (BBDC) jointly held a press conference to announce their strategic partnership, vastly contributing to the development of China's culture and arts. Mercedes-Benz's three-pointed star mightily brightens this new sponsorship venture. Mercedes-Benz becomes the first strategic partnership with the NCPA, and is the first and only premium car brand to enter into such an alliance, symbolizing the brand's appreciation and long-term commitment to the Chinese market. Mercedes cars will be appointed for the center's use, a win-win alliance that represents a farseeing move for both sides.
"By the strategic cooperation with NPCA, Mercedes-Benz has once again demonstrated its consistent commitment to supporting Chinese social and cultural courses and its sustained efforts fulfilling the corporate social responsibility by helping build a harmonious society, "said Mr. Xu Heyi, Chairman of Beijing Automotive Industry Holding Co., Ltd and BBDC, adding that the Mercedes-Benz - NCPA partnership has been the newest result of the cooperation between BAIC and Daimler Group.
NCPA is the best performing arts center in China as well as the first theatre to be established on a national level. It boasts the world's best design, facilities and environment. It is also a building of symbolic importance in 21st century China. At the press conference holding here today, Mercedes-Benz was handed a partnership certificate from NCPA, being entitled the "Strategic Partner of NCPA" as well as the "Official Car Provider for NCPA". From this moment forward, Mercedes-Benz will support NCPA's culture and art events in the long term, while ten Mercedes-Benz cars including the luxury saloon
S-Class, the luxury executive sedan E-Class and business van will be used as official cars.
Mr. Klaus Maier, President and CEO of Mercedes-Benz (China) Ltd said, "As an innovator and a top luxury brand, Mercedes-Benz has always aspired for values of leadership, purity and elegance as our products are the combination of technology and arts, while our design inspiration is closely drawn from the artistic realm. As such, we are always devoted to promoting leading culture and classic arts, believing that "Arts enrich Life", a value shared with the NCPA. Such an alliance indicates Mercedes-Benz's appreciation and long-term commitment to the China market and its culture development.
Yang Jingmao, vice chairman of the NCPA said, "NCPA is glad to form a partnership with Mercedes-Benz, such a top luxury brand as there is a common pursuit for exquisite arts as well as creation and perfection. As the most prestigious center of performing arts, the largest platform of inter-culture exchange and the important base of culture innovation, NCPA will stick to the motto 'people, art and international', dedicating to build harmonious art culture in the society and sharing beautiful arts among the general public."
Welcoming 2008, the first New-Year concert at the NCPA on January 1st was presented by Mercedes-Benz and the NCPA to more than one thousand people in the main theatre. With Mr. Seiji Ozawa's inspiring direction, an array of well-known tunes, including the Song of Joy and the Reflection of the Moon upon the Er Quan Spring, etc., were performed by the China Philharmonic Orchestra and other artists from Russia, America and China. Experiencing a musical performance of sublime level, the event proved to be success for the audience. |
| Thanks to the concerted efforts of MBCL and BBDC, the German Philharmonic Orchestra, the Chinese cellist Yoyo Ma, the pianist talent Mr. Yundi Li as well as the Live Earth Concerts all put forward great shows in China. Never ceasing to impress, Mercedes-Benz brought a musical feast to Chinese music enthusiasts along with the NCPA. This long-term strategic cooperation marks another milestone in Mercedes-Benz's contribution to the development of Chinese culture and art. |
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