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Posts Tagged ‘mercedes marketing’

Management Change Meant to Liven up Mercedes’ Marketing

Kallenius expected to push German maker back to top spot over rivals.

by on Sep.04, 2013

Ola Kallenius is charged with breathing new life into Mercedes' marketing efforts and lead it past BMW and Audi in sales.

Traditionally Daimler AG’s approach to marketing has been as aloof and austere as the cabin of the Mercedes-Benz S-Class sedan.

Oh sure they might have indulged their American branch with money for a Super Bowl ad, but by and large the approach, as one former Daimler executive noted, was “here it is the finest car in the world,” take it or leave it. If the customer left it, well, that was his or her problem.

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Mercedes-Benz also leaned heavily on the German pride in the three-pointed star emblem, but the power of the badge has eroded in recent years as rivals, such as BMW and Audi, have caught and passed the company in total sales. In addition, Mercedes-Benz has had to scramble for customers in China where the cachet of the three-pointed star hasn’t been quite as potent. (more…)

Marty’s Marketing Minutia

Mercedes Returns to Tennis as Major US Open Sponsor

by on Sep.07, 2010

The Nike "swoop" wins out on Roger Federer's tennis togs, but the Mercedes tri-star is everywhere else.

The fourth Grand Slam event of professional tennis, the US Open is now underway, the stars of the circuit battling it out, over two weeks, for a multi-million-dollar purse. This premiere event is the highest-attended athletic event in the world attracting over 729,000 visitors, and hundreds of hours of live tennis coverage and highlights on national broadcast and cable television channels throughout the world.  Seems like a good deal, right? Not necessarily so.

The Lincoln division of Ford was the first auto brand to sponsor the US Open in 2000 and had special commercials shot with John McEnroe.  Five years later when Lincoln opted not to renew its contract, Lexus became the sponsor and retained Andy Roddick as a spokesperson. Not coincidentally Deborah Meyer had headed marketing at both companies when the deals were made. Last year Lexus, minus Meyer, decided it, too, would not renew its sponsorship.


Long term contracts with favorable options were dumped along with the celebs. Wasn’t sponsoring paying off? Was it not worth the ROI? Didn’t it impact sales? Questions to be resolved.