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 and long-established 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.

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Which agencies handle advertising for Mercedes-Benz? Find out more from Adbrands Account Assignments

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

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also:

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

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 25th Oct 2017: Ads of the Week: "Follow". Mercedes-Benz' striking new X-Class pickup - yes a Mercedes pick-up truck! - gets an equally striking ad campaign from German agency Lukas Lindemann Rosinski. It starts out like just about any other car ad but quickly evolves into something rather more interesting. We have to admit we don't think the "Followers" concept quite comes off - we're not sure rollerbladers and alien spaceships qualify as serious competition for a new car - but it certainly makes for some startling imagery. 

Adbrands Weekly Update 19th Oct 2017: Mercedes-Benz has tightened its grip on the #1 position among luxury car brands with sales growth that continues to be ahead of its rivals. The brand won back pole position from BMW last year for the first time in a decade. For the nine months to September, volumes rose by 12% year-on-year to 1.7m vehicles, three times the near-4% reported by BMW (to 1.5m units). The latter was held back last quarter by a design changeover for its high-selling X3 SUV. Still suffering the repercussions from its "Dieselgate" scandal, Audi slipped 2% to just under 1.4m.

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.

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