Opinion ID: 216921
Heading Depth: 1
Heading Rank: 11

Heading: Promotion and Advertising

Text: The Agreement requires MBUSA to actively market the Mercedes-Benz vehicles. The Agreement gives DCAG the discretionary power to conduct a yearly review of MBUSA's comprehensive advertising and marketing plan. If DCAG exercises this right of review, MBUSA cannot pursue the advertising and marketing strategy without the approval of DCAG. MBUSA's marketing strategy, as well as its advertising and promotional materials must be consistent with both the Dealership Standards and DCAG's brand representation and identification standards; it must also comply with DCAG's directives, standards, and processes as may be issued by [DCAG] from time to time. Furthermore, [u]pon [DCAG's] request, [MBUSA] and its Authorized Resellers shall immediately stop advertising, promotion, or other marketing activities which ( in the sole opinion of [DCAG]) do not comply with DCAG's guidelines or standards. (emphasis added). Finally, DCAG can require MBUSA and its Authorized Resellers to participate in dealer advertising programs, associations, and parts merchandising programs.