SEM is the company name, the vinyl dye product is called Color Coat.
Click on the color-chip icon on this page:
http://semproducts.com/Catalog.asp?cat=36 and the can icon to the right of the color-chip icon is the color-coat selection.
It is available by rattle-can or pints, have a good color selection, but I've not seen a perfect match for the Mercedes blue interior. It can also be mixed to match, and put in spray cans if you have a local outlet.