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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.

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So they are trying to become more....buick esk? But perhaps more high class? I wonder if this will incorperate Chysler.
 

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well, when your quality goes into the toilet, that's what happens to public interest as well. MB's problem isn't whether their cars are nice or not, it's the fact that instead of them putting quality into Chrysler, Chrysler's lack of quality rubbed off on them! what a shame. MB used to easily be a 250,000 mile car.
 

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<_<
Let's not forget that Cadillac has closed the gap and are only a few thousand cars in total sales behind Mercedes. Mercedes is worried.
 

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Jeperodise their own image with "less then full luxury" cars?

I'm thinking of an Cadillac Aveo-V :lol: ;)
 

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Originally posted by cyboexpo2002@Mar 25 2004, 04:07 PM
There goes the only thing left of Mercedes... the brand... :flush:
Hey, don't go that far! They are pretty low on the quality ratings, but at least they're trying to bring it up! They're just like Cadillac a couple of years ago!

Mercedes just doesn't have the brand, but they also have heritage, power, status, and looks (which are one of the best on the road...E-Class is the best).

But yes, we'll have to wait to see how this all works out.
 

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Up until a couple of years ago, you could always respect Mercedes automobiles. Expensive yes, but their cost was actually quite little compared with the durability of the car. It is very common to see twenty-year old Benzes going about their daily business, still in the first or second stage of their existence. Odometers were frivolous instruments on a Mercedes-Benz, since they could very well go on forever with a minimum of cost and still be as reliable as the sun. Benzes were fuel-efficient, held the road like glue, were comfortable and still managed to be quick (obviously 3000lb 50hp 200 D's were slower than 3200lb 250hp 450 SLC's). Sure there were cars that were better at a couple of points, but the Benz was always the best all rounder.

Then Bruno Sacco's impeccable style started to wither with the introduction of the W210 chassis in 1996 (E-klasse). But the quality was still there, just a new wrapper (which I didn't much care for...) But, with the introduction of the M-klasse, the quality of each successive chassis went down markedly.

The only good Benz on the market is the last one penned by former Benz styling chief Sacco, being the current CL (not CLK!).

Since 1901, the 3-pointed star on a grille could always be counted on to be one of the best cars in the world.

But no more.



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i think whats killing MB is that their makin chrysler their bitch and tryin to make luxury cars for them and chrysler at the same time not gonna happen unless ur GM..we got something no other manufacturer has we have a lot of depth around the world Ford and Chrysler dont have half of what GM has..MB does have some nice cars aka SL500 and the Maybach but the Maybach is killing their earnings cuz it costs them a arm and leg to produce the car...yea its great to have a car like a limo with jet like seats and comfort but your sacrificing quality and reliability in your other cars while your building a car to go up against Bentley and the other big luxury car companies
 

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Originally posted by Smaart Aas Saabr@Mar 25 2004, 07:47 PM
Up until a couple of years ago, you could always respect Mercedes automobiles. Expensive yes, but their cost was actually quite little compared with the durability of the car. It is very common to see twenty-year old Benzes going about their daily business, still in the first or second stage of their existence. Odometers were frivolous instruments on a Mercedes-Benz, since they could very well go on forever with a minimum of cost and still be as reliable as the sun. Benzes were fuel-efficient, held the road like glue, were comfortable and still managed to be quick (obviously 3000lb 50hp 200 D's were slower than 3200lb 250hp 450 SLC's). Sure there were cars that were better at a couple of points, but the Benz was always the best all rounder.

Then Bruno Sacco's impeccable style started to wither with the introduction of the W210 chassis in 1996 (E-klasse). But the quality was still there, just a new wrapper (which I didn't much care for...) But, with the introduction of the M-klasse, the quality of each successive chassis went down markedly.

The only good Benz on the market is the last one penned by former Benz styling chief Sacco, being the current CL (not CLK!).

Since 1901, the 3-pointed star on a grille could always be counted on to be one of the best cars in the world.

But no more.
Yes, they no longer are the best cars in the world, but their prestige factor is OUT THROUGH THE ROOF. A lot of people who buy MBs don't pay attention to the reliability of the car, but just if it makes them look cool. You can't deny respect for a company that can successfully sell cars that range from 25K to over 100K, and also make something as luxurious and powerful as the Maybach.
 

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MB wants to offer a $25K model, eh? That sucks.
I would hate to have a nice, pricey MB only to see
the punk teenager next door coming home in his
new MB, too! I can almost afford a $25K MB. :)
 
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