https://www.cnet.com/roadshow/news/super-bowl-2019-ad-mercedes-benz-a-class/ > "MBUX is a game-changer and we think that once aware of the A-Class price point and technology, a lot of people who hadn't considered Mercedes or thought owning one was still several years away will want to take a look," said Drew Slaven, vice president of marketing for Mercedes-Benz USA. "And, given that we have some of the highest owner loyalty in the industry, once these new buyers join the brand, they're likely to stay for quite some time." > As part of MBUX's natural speech recognition, it uses a form of AI that helps it understand you better when you talk. For example, if you whine at it, "Hey Mercedes, I'm cold," MBUX will turn up the heat. It's deceptively simple, but it works, and we like it.