Mercedes-Benz Electrifies The 152nd Open with Iconic Tradition and Innovation
Stuttgart/Troon. Mercedes-Benz marks the commencement of The 152nd Open in a spectacular manner: before the first tee-off, the defending champion ceremoniously returns the renowned Claret Jug in a Mercedes-Benz vehicle. Brian Harman, the victor of The 151st Open, drove to Troon this year in the state-of-the-art electric G-Class, where he handed over the Claret Jug to Martin Slumbers, CEO of The R&A (The Royal and Ancient Golf Club of St Andrews), the Championship’s organizing body.
“The ‘Return of the Claret Jug’ by the defending champion is a symbolic moment in the week of The Open, and Mercedes-Benz has played a significant role in supporting this tradition at the Championship each year. We share similar values where the combination of tradition and innovation is reflected in everything we do.”
— Martin Slumbers, CEO, The R&A
Throughout the 152nd edition of The Open, Mercedes-Benz will offer an exclusive shuttle fleet comprising hybrid and all-electric vehicles for selected guests, players, and officials. Moreover, a highlight of this year’s event is the exclusive integration of The Open’s official app into select Mercedes-Benz vehicles. This feature allows customers to follow the Championship in real-time, experiencing the thrill of The Open while on the move. A Mercedes-Benz is increasingly evolving from a mere mode of transport to an extended living space.
“Our partnership with The Open embodies our shared values of tradition and innovation. By integrating the official The Open app into our vehicles, we are showcasing the future of mobility, allowing our customers to experience this prestigious Championship in a completely new way, anytime.”
— Britta Seeger, Member of the Board of Management Mercedes-Benz Group AG, Marketing & Sales
Mercedes-Benz has been an Official Patron of The Open since 2011, supporting the Championship for the 13th time this year. Celebrating this long-standing partnership with The R&A, a unique campaign was conceived in St Andrews, the home of golf: a unique clash of cultures. This campaign harmoniously blends the influences of lifestyle and sport, bringing together the iconic histories of the Mercedes-Benz brand, fashion, and golf in unparalleled style.
From July 14 to 21, 2024, The Open will be held at the historic Troon golf course on Scotland’s west coast. This 152nd edition marks the tenth occasion the Championship has been staged at this venue, last hosting in 2016. The Open remains the only golf major held outside the United States, preserving its prestigious and international appeal.
