In the fiercely competitive luxury vehicle market, Mercedes-Benz sought distinctive loyalty experiences to strengthen its connection with valued customers. As competition heightened, the brand looked to Engine Shop to transcend its automotive identity, engage target demographics, and position Mercedes-Benz as more than just a vehicle, but a lifestyle.

Planting our stake in the ground at the pinnacle of professional sports, The Augusta National’s Masters Tournament, Engine Shop secured one of three exclusive global sponsorships and with it, brought the Mercedes-Benz luxury lifestyle to life like never before. Whether it was Dream Drives down the famed Magnolia Lane, once-in-a-lifetime entertainment from superstars like Lionel Richie, prized meet and greets with Masters’ champ Jon Rahm, transformative décor turnovers every evening, bespoke menus for every meal, or 24/7 on-call concierge services, Engine Shop embodied and exemplified Mercedes-Benz’ lifestyle with every touch point and interaction to immerse guests in what it means to be Best-or-Nothing all tournament long.