Mercedes-Benz Sandton

Turbo-Charge: Mercedes-Benz Sandton Launches The All-New C-Class

The Mercedes-Benz Sandton mega-dealership in the heart of Africa’s ‘Golden Apple’ played host to an array of guests this past weekend to welcome the all-new Mercedes-Benz C-Class.


  • Mercedes-Benz Sandton is one of 14 flagship retailers around the world and the largest in Africa.
  • The Sandown group’s clients and South African celebrities were in attendance at this invitation-only VIP event.
  • The Mercedes-Benz C-Class Sedan C200 starts at R849’000.
  • Visit for more stories.


Guests were treated to a collaborative creative showcase across multiple levels at the Mercedes-Benz Sandton dealership themed ‘Eyethu’. The event logo itself, depicted on silk scarves given to guests at registration, was created by local artist and curator Samurai Farai.


Mercedes-Benz Sandton
Mark Raine, Co-CEO & Executive Director of Mercedes-Benz South Africa shares the stage with Sandown Motors Brand Centre Leader, Jaco Boshoff. Image: The Sandton Times

I wanted the artwork I designed for the release of the new Mercedes Benz C-Class to represent a marrying of my own creative style alongside the intention and symbolism of what the release of this car represents.

// Artist and Curator, Samurai Farai


This artist took his craft to the next level by spray-painting an all-new C-Class inside the retailer on the night of the event. Guests were asked to ‘dress to impress’, inspired by their continent, to reflect their creativity, and some did not disappoint.


Three C-Class reveals awaited guests, to celebrate the three new iconic colours of the C-Class: Opalite White, High-Tech Silver, and Spectral Blue. As guests arrived, a storm of sound, movement, and intensity lead to a collision of beauty and power as Tansey Coetzee, wearing a bespoke CLARIS by Gerrit Pienaar Designs gown, draped over the all-new C-Class, ‘walked off’ in dramatic fashion, to reveal the latest Mercedes-Benz release.


Mercedes-Benz Sandton
Mercedes-Benz Sandton dealer principal, Alex Boavida, alongside MC Palesa Tembe, welcoming guests to the C-Class launch. Image: The Sandton Times

Guests were then ushered into the AMG Lounge where they were treated to a performance by Joburg Ballet’s senior soloist Ruan Galdino. This dance formed part of a second C-Class reveal for the night where Ruan pulled the cover off while guests indulged their tech obsessions on the PlayStation Grand Turismo Simulators and enjoyed the technical prowess of the night’s resident Ice Sculptor.


If this was not enough, things heated up with the arrival of a fire dancer and a giant, burning three-pointed star Mercedes-Benz logo at the entrance to the Mercedes-Benz Sandton dealership. This was the cue for the East Rand dancers, a passionate local dance crew, to lead an energised audience up to the first floor of the retailer where the party would begin.


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Sandton Times Correspondent

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