New Mercedes S-Class 2013 launch

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All the razzmatazz from the Mercedes S-Class launch, which was held in an aircraft hanger near Hamburg

For most new cars, whipping a silk sheet off at a major motor show is enough, but when an all-new Mercedes S-Class arrives, Mercedes likes to make a little more noise.

Over 400 members of the world’s media, from 40 countries around the world, joined Mercedes’ top brass for a launch event like no other in Hamburg, Germany.

The main event took place in the Airbus A380 delivery hanger – where the world’s largest commercial aircraft is handed over to its new owners – chosen because it was large enough to accommodate the lengthy guest list, and for the parallels between the largest plane in the world and the S-Class, the world’s most hi-tech car.

For the S-Class’ grand entrance the hanger door opened, revealing an A380 in the background with the entire Mercedes range driving in formation. Fireworks flew everywhere while the S-Class rolled serenely through the middle of the crowd onto the stage. Then, as a complete surprise, Alicia Keys stepped out, waved to crowd and sang two of her hits accompanied by the Hamburg Philharmonic Orchestra.

Clearly, Mercedes had spared no expense on the event – even hiring a group of chefs from around the world (with a combined 10 Michelin stars) to provide the catering. But then the S-Class is, and always has been, about uncompromised luxury.