Can’t resist the allure of TikTok, even when you’re behind the wheel? (Remember to always stay attentive while driving on the roads). Well, buckle up, because TikTok has taken off on a wild ride with a new partnership. As of February 2023, TikTok has now joined forces with none other than a renowned leader in luxury automobiles, Mercedes-Benz to become even more dedicated to users and deliver the best experience for generating and promoting content on TikTok.
Two Industry Giants: Backgrounds Of TikTok And Mercedes-Benz
Originally launched in 2016, TikTok has taken the world by storm. Especially in recent years, TikTok has not only become immensely popular, but has also impacted the online entertainment industry as a whole with its short-form videos. In fact, it grew so popular that it has developed into a cultural phenomenon, shaping trends that inspire creators creativity as well as a platform that has become an integral aspect in many businesses marketing strategies. Many other entertainment and social media giants have also started integrating short-form videos into platforms to keep up with the demand that TikTok has created.
Mercedes-Benz on the other hand, is a German luxury and commercial automotive brand that was initially established in 1926. Being one of the oldest companies to not only remain relevant throughout the years, but also become one of the leading brands in its industry, Mercedes has held its reputation of elegance and is known in almost every corner of the world. Its reputation has even made its way into social constructs where the general perception of someone that owns a Mercedes vehicle is a successful person.
Mercedes-Benz E-Class Gets A New Look With TikTok Integrated
Among others, Mercedes has been one to adapt to changing consumer preferences as well as its commitment to innovation. After recognizing the power of TikTok and defying all expectations, Mercedes announced its partnership with TikTok at the Strategy Update: Mercedes-Benz Operating System event.
By the end of the year, the Mercedes-Benz E-Class will contain an updated MBUX infotainment system. This would feature a “superscreen” that essentially spans across the entire dashboard of the cars. Passengers would also have their own screen that runs independently. Among others, TikTok will be integrated into the system where both drivers and passengers can browse through and enjoy TikTok content on a bigger screen, anywhere they go!
The app would be conveniently available for download directly from the touch-activated home screen. From there, users would have the option to explore TikTok either as a guest without needing to log in, or to log in to their TikTok accounts and access their personalized For You feed. Tailored exclusively for E-Class vehicles, users would then be able to enjoy almost all of TikTok’s user experience. In other words, you would be able to like, comment, and enable auto-scrolling, providing a relaxed and immersive experience.
Safety Remains Priority: Mercedes-Benz Remains Vigilant
Won’t drivers be getting into reckless accidents because of this? A lot of safety precautions were considered before this partnership came into fruition. Mercedes-Benz has been highly regarded for its advanced technology and has been ensuring that its consumers are always driving safely.
Whenever the vehicle is in motion, image transmission would be deactivated and any entertainment apps would be restricted on the center display. This means that the driver would only be able to watch videos only when the car is parked. The passenger’s screen would still run its course but it only has a limited field of view so the driver wouldn’t be able to see what is being played on that screen. Additionally, a driver monitoring system will actively monitor and track where the driver is looking.
