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Mercedes-Benz changes marketing strategy to improve its U.S. sales

tryme submitted on 10/13/2009 Official Bell & Ross Timestamp: 3:38:17 PM

22 user comments | Category: Misc News | Source: | SOURCE: www.4wheelsnews.com

Tag Links: mercedes marketing, Mercedes-Ben

Would you buy a car because it’s good for the environment or because it could save your life? Mercedes-Benz is hoping you’d choose the latter.

Mercedes’ new marketing campaign stresses safety over luxury.

This isn’t surprising since the financial crisis has reversed consumer priorities. It’s now frowned upon to brag about buying the most luxurious car. Instead the most popular guy is the one who gets the most worth for as little money as possible spent on a new car. With this trend change in mind, Steve Cannon, VP of marketing for the U.S., wants new safety technology to play a bigger role in its vehicle sales. In an interview with Automotive News, Cannon said that new owners should be able to justify their purchase of a Mercedes-Benz by saying that the car is relevant because it may just save their lives.

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Mercedes-Benz changes marketing strategy to improve its U.S. sales

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— tryme (View Profile)

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Last time I was looking at cars, I decided against MB because of their defect numbers. Salesmen stressed how good the warranty is. Just the same, if the car needs multiple repairs, then they're a PITA. And these defect numbers feel worse in the wallet after the warranty expires. Reliability is big on *my* "consumer priorities" lisy
— Steve (View Profile)

Posted on 10/13/2009 4:42:40 PM | reply to this comment | Votes: 0

lol Steve...
I had a similar experience when I went into an MB dealership to purchase something for my mother. I was absolutely turned off by the salesperson. She thought she was "wowwing" me by continuously stressing the point they have the biggest service bay of any dealership. Finally, in the end, I told her I am going to get the car anyway, but that is not something you should brag about. Having the biggest service bay just is not something to brag about.

Thats like someone bragging about how they have more credit card debt that you. Thats just common sense that she aparently did not have. No idea how she became a MB salesperson.
— ThierryHenry14 (View Profile)

Posted on 10/13/2009 4:56:26 PM | | Votes: 0

She must be pretty and "loaded". Lol
— wins555 (View Profile)

Posted on 10/14/2009 1:20:02 AM | | Votes: 2

TryMe says "..It’s now frowned upon to brag about buying the most luxurious car. Instead the most popular guy is the one who gets the most worth for as little money as possible spent on a new car..."

Not buying the car I want because of what others may think sounds ludicrous to me! I prefer an energetic, spirited drive in a great-looking car. And I'll pay the performance tax in terms of price tag and fuel and maintenance, and I won't cry over the price of gas. I'm a firm believer in "do what's right for *you*." So if you want to save the planet by driving a Prius, congrats. I get my fun in other ways.
— Steve (View Profile)

Posted on 10/13/2009 4:48:22 PM | reply to this comment | Votes: 0

This is a terrible idea. Mercedes wants to break away from the pretense that they have promoted since their inception, which is smart. Their mistake is in this new image. Volvo is revered for safety so Mercedes should leave that marketing element alone. BMW, Mercedes, Lexus, and Volvo all have comparable safety ratings and features. This is going to blend Mercedes with other companies, not set them apart.

If their goal is a more humble product image, they need to promote the investment aspects of a Benz. Buying a C-Class should be about worry free operation, decade long quality, and timeless styling. Those elements evoke responsible purchasing, not monetary flamboyance.

***Mr. Cannon, if you're reading this and impressed, I'm a senior marketing and journalism major at Indiana University. My resume and portfolio are available upon request. You and I can help Mercedes-Benz emerge from this recession on top!
— Sarcastic1 (View Profile)

Posted on 10/13/2009 5:00:02 PM | reply to this comment | Votes: 3

They should hire you and do exactly what you just suggested.
— Anthony (View Profile)

Posted on 10/13/2009 6:00:42 PM | | Votes: 2

Sarcastic...if you would know Mercedes history you would also know that the majority of safety innovations in passenger cars come from MB. MB has always been revered as one of the safest car manufacturers. As such based on number of cars sold they have the least number of fatalities.

In fact the crumple zone which is what Volvo is known for in there safety marketing campaigns was first brought to passengers cars by MB.
— kpaxx (View Profile)

Posted on 10/14/2009 7:03:45 AM | | Votes: 4

Instead of MB wastime $$ on marketing they should focus on better quality, safety to me is no 1 , then quality, they should go hand in hand.
— truckman (View Profile)

Posted on 10/13/2009 5:05:02 PM | reply to this comment | Votes: -2

there is nothing wrong with MB's quality
— ThierryHenry14 (View Profile)

Posted on 10/13/2009 5:37:53 PM | | Votes: 2

...depends, spend a few days in the C-class. And then ask yourself what exactly $46k bought, which is exactly what my sister is doing right now.
— StarSearch (View Profile)

Posted on 10/14/2009 11:50:28 AM | | Votes: 1

I've spent more than a few days in a W203 and it had absolutely no quality issue, and I heard the W204 is suppose to be better. I have never had any quality issues with any mercedes my family or close friends have owned...

I'm sorry if you have experienced the opposite, but to my knowledge, I have had 0 problems with Mercedes.
— ThierryHenry14 (View Profile)

Posted on 10/14/2009 4:34:41 PM | | Votes: 1

you can't say that mercedes does not offer quality truckman... come on!
— tryme (View Profile)

Posted on 10/13/2009 5:06:55 PM | reply to this comment | Votes: 2

Sarcastic1: You should see a the NHTSA reports...BMW does not compare with MB in security pal. 5 3 and coupes series all of them are Marginal in side impact protection...Second I am an Engineer....next time that you have the chance, rise a 5, or any M3 or M5 and you will see the powertrain attached over metalic plates cause the chasis is the car itself, Then you get light weight car and better performance on the tracks, but the security and durability is compromised. That's why the shock absorbers destroy the Z8, and some old BMW....How many Z8 in good condition you see on the road?.....
— Yonder7 (View Profile)

Posted on 10/13/2009 6:04:12 PM | reply to this comment | Votes: 1

Even though BMW has lower ratings, I could never see Mercedes actually using safety in a marketing campaign.

My dad has a 5, it's wonderful. In fact, I'm so burned out from school that my only incentive to study is so I can buy an M3 in the near future.

As for the Z8, you're right. They weren't engineered as well as they should have been, but they're still amazing cars. My neighbor has one that he drives exclusively when hell freezes over.
— Sarcastic1 (View Profile)

Posted on 10/14/2009 11:16:47 AM | | Votes: 1

I drive a W203 C230 V6 C class. Zero problems.
— Willis (View Profile)

Posted on 10/13/2009 6:19:25 PM | reply to this comment | Votes: -3

...."Would you buy a car because it’s good for the environment or because it could save your life?...."

Neither!!!... I'd buy a car because of its 0-60 time, reliability, fun-to-drive factor.... then safety.... then maybe environment...

Let the deboosting begin!!!.
— clsboy (View Profile)

Posted on 10/13/2009 10:09:14 PM | reply to this comment | Votes: 3

Right there with you bro.
— rxh8me9000 (View Profile)

Posted on 10/13/2009 11:20:08 PM | | Votes: 3

why deeboost you you hit all my points to. Todays non chiha made cars are preety safe and about 20 times safer than the cars we had about 15 to 20 years ago.
— 1UAW (View Profile)

Posted on 10/14/2009 10:17:19 AM | | Votes: 0

lolz.
Acura has the 5 star safety ratings across the board from both IIHS and NHTSA. and it is the ONLY brand able to so. yet their sales are less than impressive, this should teach Merc a lesson.

hell. Volvo, which was perceived as safety over everything (which they are, they have no performance nor fancy gadgets) is on the verge of bankrupcy.
— ghosthunter (View Profile)

Posted on 10/14/2009 2:28:49 PM | | Votes: 1

I drive a 08 328i Coupe.... Had to take it in 4 times in the last year. My mom drives a 09 GLK, dad drives an 08 E-class... neither car has been to the dealership (except for the routine service)

The MBs are probably the best cars we have owned
— indifferent (View Profile)

Posted on 10/13/2009 10:46:28 PM | reply to this comment | Votes: 4

Got a 2009 135,after 2 months ownership was in the dealership for a week. I have a 2008 E-class and have had 0 problems. The reason this doesnt bother me too much is because the Bimmer is so much fun,but i can see why most people would be mad.
— rxh8me9000 (View Profile)

Posted on 10/13/2009 11:19:40 PM | reply to this comment | Votes: 4

rxh8me9000: I agree with you, the car is fun on the tracks but you´ll spend your life on the road, so If a car is not reliable...soon or later that will piss you of...
— Yonder7 (View Profile)

Posted on 10/14/2009 10:01:50 AM | reply to this comment | Votes: 2

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Mercedes-Benz changes marketing strategy to improve its U.S. sales

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