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.
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…)