Mercedes-Benz: Brand Profile

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Mercedes holds its own as one of the world's most prestigious luxury brands. Although it is rivalled in the luxury automobile sector by BMW, Lexus and others, the Mercedes badge arguably carries more status than any of its competitors. Not only does ownership imply wealth, but also a degree of superior taste reflected by the brand's understated glamour. However the badge became a little tarnished in 2004 as quality control slipped and competition increased dramatically. Parent company Daimler launched a major program to re-establish the Mercedes credentials in 2005, and since the demerger of troubled Chrysler a year later has given the Mercedes brand its complete attention. Strong growth since 2010 put Mercedes-Benz back in the #1 position among luxury car brands in 2016, for the first time for a decade.

Selected Mercedes-Benz advertising

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Who are the competitors of Mercedes-Benz? See also Cars Sector index and Best Global Brands ranking

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Brands

C-class A-class
E-class Mercedes-AMG

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 9th Mar 2017: Ads of the Week: "Grow Up". German indie shop Antoni clearly has its eye on the global account for cornerstone client Mercedes-Benz, putting a fair bit of pressure on main account holder BBDO. Here's the new anthem campaign for the carmaker's entry-level A- and B-class compacts, and it's really rather good, successfully broadening the luxury marque's target audience towards aspirational millennials. Each of the vignettes featured also has its own longer supporting spot too, available online as viral content. Watch your back, BBDO!

Adbrands Weekly Update 2nd Feb 2017: Ads of the Week: "Easy Driver". The Coen Brothers make an ad for Mercedes-Benz? You've got to be kidding! Well it is Super Bowl... The Big Game is already the ad industry's most prestigious testing ground, and this year it's looking like marketing budgets have notched up by another zero or two in its honour. The question is, has creativity risen to the challenge as well? Always keen to rummage through the cinematic archive, Joel and Ethan Coen have delivered this tribute to movie classic Easy Rider, for the supercharged Mercedes-AMG roadster, with assistance from Merkley & Partners and Germany's Antoni. And it just wouldn't be complete without an appearance from Peter Fonda. 

Adbrands Weekly Update 22nd Dec 2016: Google has teamed up with Mercedes-Benz to offer voice control of certain aspects of vehicle maintenance and security via Google Home. Users will be able to check current mileage, whether their car is locked, and when its next service is due via the OK Google voice command.

Adbrands Weekly Update 15th Dec 2016: Ads of the Week: "Snow Date". Such a sweet holiday-themed spot for Mercedes-Benz from Omnicom's Merkley & Partners. Young love meets German precision engineering. It's a strong end to a great year. Mercedes-Benz is set to topple BMW's decade-long reign as the world's top-selling luxury car brand. By the beginning of December, Mercedes was already almost 70,000 vehicles ahead of BMW, and nearly 180,000 ahead of Audi. This will be its first year back in the #1 spot since it lost the lead to BMW in 2005; and was subsequently overtaken by Audi as well. Key to its stellar performance has been the strong demand for its all-new SUV launches, such as the GLC model.

Adbrands Weekly Update 28th Jul 2016: Daimler appointed Britta Seeger as the next sales & marketing chief for the Mercedes-Benz brand. She will take over in January 2017 from current leader Ola Kallenius, who will head up research & development. Seeger currently leads Mercedes-Benz Turkey.

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