Mercedes-Benz Explores "Wheels Of Attraction"

In an unusual pairing, Mercedes-Benz USA and Match.com teamed up at a recent event to take advantage of the unique relationship between people and their cars, using cars as the "vehicles" for potential relationships. The "Wheels of Attraction" event added a new dimension to a popular dating trend by offering the first-ever SpeedMatching event on wheels. Over a hundred Match.com members accelerated the dating dynamic as they went from zero to sixty on five-minute dates in new Mercedes-Benz vehicles.

In a new Match.com member survey of more than 1400 singles, Match.com found that the car environment often provides a sneak peek into the potential for, and dynamics of, a relationship. Each participant at the event took several potential mates for a spin to help determine whether they could find love behind the wheel. The event took place at the LoveMercedes Tour stop at Gulfstream Park, Hallendale Beach, Florida.

Michelle Cervantez, vice president of marketing for Mercedes-Benz USA, said, "We've had over a century's experience with the unique and enduring relationships people have with their vehicles so it's an interesting extension to see a car work its magic for relationships between people."

The Match.com survey found that 66 percent of surveyed singles said their car is somewhat or very important in their dating life. The majority felt that the invention of the automobile has had a tremendous influence on the dating process. The survey also provided some interesting insights into the role that those first drives play in shaping perceptions. Forty-seven percent of single women surveyed said if a potential romantic partner does not open the car door for her, it could be a relationship "deal breaker." (See additional survery results on the next page.)

"Just as the new technology of the Internet has revolutionized dating as we know it, the invention of the automobile has to be one of the top romantic influences of the twentieth century," said Kathleen Roldan, director of dating for Match.com. "Four out of five of the singles we surveyed include experiences in cars among their romantic memories. Cars have given us intimate moments whether at drive-in movies or 'running out of gas' with someone special."

The "Wheels of Attraction" event took the SpeedMatching concept of pairing eligible singles for several "get to know you" dates a step further in the dating trend by having the dates take place behind the wheel. Taking turns in the driver's seat of a Mercedes-Benz while on a first date, the matched couples got a glimpse into each other's car dating behavior while driving one of three courses.

"Two of my dates opened the car door for me which made a great first impression. I'm hopeful I'll get second dates. One guy was a little aggressive behind the wheel which made me nervous and was a side of him that I probably wouldn't have seen if we hadn't been in the car," noted Sheila Shteyrenberg, age 38 of Miami Beach, Florida, a participating single after her dates at the "Wheels of Attraction" event.

Driving brand-new Mercedes models provided everyone with an advantage right off the bat: according to Match's survey, singles find car cleanliness the biggest "turn-on" (59 percent) and car odors the biggest "turn-off" (57 percent). Driving behavior can also have an impact on potential relationships, according to the survey: forty-five percent of Match.com members surveyed say that cursing other drivers would leave the worst impression, significantly ahead of talking on a cell phone or driving too slowly.