Have the Germans used Mercedes.co.uk to reinforce its brand while at the same time offering a decision-making tool for potential buyers? The site is extremely thorough in ways you

Mercedes produces cars "designed for living and engineered to last." The shiny emblem sits boldly at the front of the car defining all that is great about the brand. The brand would have us believe that its product is not just a car but an experience, and this translates beautifully on the website. It is comprehensive and, as one might expect from an engineering company, offers obvious attention to detail. It is also quite absorbing, with sections including The World of Mercedes, The Story of Passion and Personal Collection.

Once you have picked up the car of your dreams you can then enjoy the drive back through the German countryside, having mapped your route previously from the website –assuming of course that your new motor doesn't have a built-in navigation system.

In the Go To section you can immerse yourself in Mercedes detail (and yes, it lives up to the legendary German approach to detail). The virtual journey delivers information on personalities who have shaped the brand, profiles on the inventors and the racing drivers, and thoughts on how to deliver customer orientation and safety design features. Open the Motor Sports page and you are transported to a racing track where, through a timeline, you can meet racing drivers of the past.