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.

Selected Mercedes-Benz advertising

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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Recent stories from Adbrands Weekly Update:

Adbrands Social Media 16th Jan 2019: "Let Them Eat Dust". The latest from Australian indie The Royals for Mercedes-Benz suggests that their new X-class V6 pickup can defeat any other vehicle from car and bike to kayak and helicopter. Well that's pushing it a bit perhaps, but it makes for an entertaining ride. You, like us, might have noticed an odd habit of Aussies and Kiwis of always referring to flat-bed pick-ups like this as "Utes". It's a term that only exists in Australia and New Zealand. If I tell you that it's pronounced "Yoots", you might guess correctly that it's an abbreviation for what was originally described as a "utility vehicle". As Michael Caine *yootsed* to say: "Not a lot of people know that".

Adbrands Social Media 9th Dec 2018: "In The Long Run". One of the great gifts social media has brought to the marketing community is the conduit it offers for extended "sponsored" films that could never exist in any other advertising medium. This lovely film from Antoni Berlin for Mercedes-Benz is a perfect example. It's hardly an ad - the product is on-screen for less than 20 seconds out of the four and a half minute total running time. More like a cinematic short story, the tale of a fractured mother and daughter relationship, and of one woman's personal strength and her will to win. It's a compelling and sensitively presented human drama, given added emotional impact by the surprise unveiled in the closing frames.

Adbrands Weekly Update 18th Oct 2018: Mercedes-Benz named Bettina Fetzer as its new head of passenger car marketing. She takes over from Jens Thiemer, who left the group abruptly in June and has yet to reappear elsewhere. Fetzer was previously head of products & brand PR.

Adbrands Weekly Update 27th Sep 2018: Daimler's long-serving leader Dieter Zetsche will step down from an executive role next year after 12 years as CEO to become chairman of the automaker's supervisory board. He will be replaced as chairman of the management board, and also as head of Mercedes-Benz cars, by Ola Kallenius, currently board member for research and development.

Adbrands Social Media 30th Aug 2018: "The First Driver". According to corporate legend, the first person to take the first ever automobile for a drive was not in fact its inventor Karl Benz - later to become the founder of Mercedes-Benz - but his wife Bertha, who took it out for a spin without his knowledge. This year is the 130th anniversary of that surreptitious pleasure-drive, and R/GA is celebrating the milestone with a nice little film. It probably stretches the truth a bit (though the garter detail is apparently true). And those title cards are unnecessary and a tad annoying, even if they are intended to provide an echo of silent-era movies. However, it's a cute reminder that in some areas, female empowerment started early. 

More about Mercedes-Benz from Adbrands Weekly Update

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