Mercedes-Benz (German pronunciation: [mɛʁˈtseːdəs ˈbɛnts]) is a German manufacturer of automobiles, buses, coaches, and trucks. Mercedes-Benz is currently a division of its parent company, Daimler AG (formerly DaimlerChrysler AG, formerly Daimler-Benz). Mercedes-Benz has its origins in Karl Benz’s creation of the first petrol-powered car, the Benz Patent Motorwagen, patented in January 1886, and by Gottlieb Daimler and engineer Wilhelm Maybach’s conversion of a stagecoach by the addition of a petrol engine later that year. The Mercedes automobile was first marketed in 1901 by Daimler Motoren Gesellschaft. The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz’s and Gottlieb Daimler’s companies into the Daimler-Benz company. Mercedes-Benz has introduced many technological and safety innovations that have become common in other vehicles several years later. Mercedes-Benz is one of the most well-known and established automotive brands in the world, and is also the world’s oldest automotive brand still in existence today.
Mercedes Benz understands that its customers are not simply buying a car to get from point A to point B, so before they actually sell a car they must first sell an idea about that car. Mercedes Benz sells their ideas through promotion and advertising. Mercedes Benz wants to change the perception of their brand at the personal level and reposition their brand so that they are more appealing to young professional men of all ethnicities. Secondly, Mercedes Benz is communicating to its target market the idea that they are a more approachable, personal, fun, and energetic brand. This new message was evident in the Janus Joplin advertisement, in the sponsoring of the Elton John concert in New York, and the sponsoring of professional tennis. In the summer of 2003 Mercedes Benz launched an marketing event in 16 cities across the United States to promote the new C- Class to younger buyers. The campaign gave potential buyers a chance to test drive the C-Class product line on courses that simulated real life driving conditions and gain information from current Mercedes Benz owners in attendance. Mercedes Benz
Mercedes has decided to stress safety over luxury in its new marketing campaign. As the tables have turned in the economic downturn, so have consumer priorities. It is becoming more popular to brag about how little you just spent on a new car as opposed to telling your friends how ridiculously expensive your new car was.
Steve Cannon, VP of marketing for the U.S., believes that the new safety technology Mercedes has to offer should play a bigger role in its vehicle sales. In an interview with Automotive News, Cannon said, “You have to give people the justification that says, ‘Yes, a Mercedes-Benz is relevant to me — it can save my life.’ ” At a time when hybrids and less expensive cars are hugely popular, Mercedes has to give America a reason to shop for a Benz.
Mercedes has just launched its all new E-class, equipped with several features previously only available in the top of the range S-class. Blind spot detection, lane-keeping assist, night view, and attention assist, which monitors the driver’s road awareness, are a few safety features available on the 2010 E-class. These features set Mercedes ahead of the pack in terms of safety, and the company is banking on its innovation to help it sell some cars.
Cannon quickly touched on competing brands and their marketing tactics. He said that Mercedes would not lower its game and that the company would continue to focus on innovation and safety.
Mercedes Benz marketing strategy in the United States was once centered on the safety, luxury, and precision engineering of its cars, but due to increase competition in the luxury car industry and changing consumer attitudes about the Mercedes Benz brand that strategy has changed. Now their marketing strategy is more life style oriented and is focused more on presenting the more fun loving, approachable, and energetic side of Mercedes Benz. The evolution of Mercedes Benz’s marketing strategy can be directly connected to the expansion of its target market, which now includes persons twenty five to thirty five years old as well as its initial targets the baby boomers. In order to provide superior customer value to its target market Mercedes Benz has found it necessary to expand its product line up, provide more competitive prices, increase communications with its target market, maintain accessibility to consumers, and continue its excellent customer service.