Mercedes takes risk by trying for mass appeal
By David Kiley / USA TODAY
Mercedes-Benz has an image problem, and it's turning to Mercedes owners — famous and unknown, dead and alive — to polish the brand in its first corporate ad campaign in seven years.
Sales are holding steady, but quality scores in the USA are way down for the German luxury brand. In the next 18 months, it's coming out with products ranging from $25,000 to $450,000, highlighting a risky strategy of offering something for just about everyone, not just the wealthy.
Mercedes is expected to spend 25% of its $140 million U.S. ad budget for the year on TV and print ads featuring family snapshots of Mercedes owners standing next to their cars. There's no talk of horsepower in these ads, which start next week.
more...
By David Kiley / USA TODAY
Mercedes-Benz has an image problem, and it's turning to Mercedes owners — famous and unknown, dead and alive — to polish the brand in its first corporate ad campaign in seven years.
Sales are holding steady, but quality scores in the USA are way down for the German luxury brand. In the next 18 months, it's coming out with products ranging from $25,000 to $450,000, highlighting a risky strategy of offering something for just about everyone, not just the wealthy.
Mercedes is expected to spend 25% of its $140 million U.S. ad budget for the year on TV and print ads featuring family snapshots of Mercedes owners standing next to their cars. There's no talk of horsepower in these ads, which start next week.
more...