Mercedes-Benz generates a big plan and plays its own original marketing strategy while creating amazing campaigns all around the world.
Mercedes-Benz generates a big plan and plays its own original marketing strategy while creating amazing campaigns all around the world – in other words, they are mastering luxury brand strategies.
Mercedes-Benz’s marketing strategy had been centered on the safety, luxury, and precision engineering of its cars. But, due to increasing competition in the luxury car industry and changing consumer attitudes, the brand decided to follow a different path to evolve its marketing strategy. With these changes, Mercedes-Benz’s marketing strategy turned into a more lifestyle-oriented one highlighting the approachable, energetic, and fun sides of the brand.
In 1993, Rosemarie Totzauer reported in Brandweek about the brand’s presence:
Mercedes is attempting to reinvent itself, to evolve from a company long defined exclusively by its gas-guzzling luxury sedans and sports cars. The reborn Mercedes will offer a broader, more complete line of vehicles the rapidly changing, more complex, higher-risk luxury segment Mercedes-Benz, therefore, has to gear itself for a metamorphosis into a company known for value and diversity of vehicle concepts rather than for the prestige of the three-pointed star.
To provide superior customer value to its target market, Mercedes-Benz has found it necessary to diversify its product range to meet what the automotive industry needs.
Mercedes Benz Target Audience: Which One is for Whom?
First things first: (undoubtedly) Mercedes-Benz is a luxury car brand, so its target audience is naturally going to be people with the means to afford one. This includes individuals with successful careers in business, finance, law, medicine, and other high-paying professions.
Anyhow, the C class is a product for the low end of the market, the E class is a mid-size luxury car, the S class includes high-end luxury vehicles that had previously comprised the total of the company’s product, the T class is designed for big families, and the SL class is specialized for sports cars market. With such variety, the brand appeals to more people, and increases its brand awareness and sales.
We clearly say that the specific models & limited editions with unusual details are mostly for youngers. For instance: after the brand’s marketing team released an AI-generated video showing Mercedes-AMG SL, numerous people took the comments section and wrote that their “first” car would be a Mercedes. Check it out yourself:
In addition to these trend videos, we can see that Mercedes also has an advertising strategy targeting younger generations. Another TikTok video titled “137 Years of Class” sees a group of college students and highlights that the brand which is associated with high-class middle ages is also for youth.
Their collaboration with young social media influencers also supports that idea. As Mercedes fans may remember, the brand teamed up with German social media star Luis Freitag to promote their EQA series. Even though the model is an average electric SUV (a family car?), the brand collaborated with 24-year-old Freitag.
It’s also true for the Mercedes X Elevator Boys collaboration. The American boy hip-hop group teamed up with the brand to promote the Mercedes-Benz EQA, an electric vehicle. Can we say that electric cars are not solely for nature-conscious people?
It seems that Mercedes does not need to create a more “classy” image; it’s not surprising when considering that “being classy & bold” is accepted as a part of the brand.
However, the brand makes no bones about “#DefiningClass.” Remember the ad featuring Succession star Matthew Macfadyen?
“Driving theatre: your Mercedes-Benz. Enjoy the streaming of movies and shows you love. See for yourself who’s watching here.”
The ad, part of the “Defining Class since 1886” campaign, was launched in early 2024 and shows Macfadyen questioning what truly defines a car. He goes beyond mere transportation, highlighting the innovative technology, luxurious comfort, and unparalleled driving experience that Mercedes-Benz offers. It’s crystal clear that the ad & campaign overall targets affluent individuals between 35-65 years old, at the peak of their careers and financial success.
Marketing Mix of Mercedes Benz
Mercedes is actually a luxury experience on wheels. But what propels this iconic brand to the top of the automotive heap? The answer lies in its meticulously crafted marketing mix.
Let’s delve into Mercedes’ 4P strategy:
Product: From the opulent S-Class to the AMG GT, their diverse portfolio caters to every desire. But it’s not just about variety; each car is a technological marvel.
In 2023, Mercedes invested a whopping €7 billion in R&D, resulting in features like the MBUX infotainment system, which learns your driving habits and anticipates your needs, and the DRIVE PILOT, a semi-autonomous system that lets enjoy the ride.
Price: We all know that owning a Mercedes is a statement, a declaration of success. Their premium pricing, averaging over €80,000 per vehicle, reflects the quality, performance, and prestige associated with the brand.
Back in 2022, Mercedes saw a 30% increase in online financing applications, proving their flexible options are opening the door to the Mercedes dream for more drivers.
Place: Finding a Mercedes isn’t a chore, it’s a kind of experience, no doubt. Their dealerships, located in prime real estate like Beverly Hills or Fifth Avenue, are automotive cathedrals. Inside, you’ll find knowledgeable staff who treat you like royalty.
But the reach goes beyond brick-and-mortar. A robust global network with over 6,500 dealerships in 130 countries ensures the Mercedes dream is accessible worldwide.
To know more about Mercedes’ marketing strategy, we invite you to explore the brand’s most-known & successful ads.
Mercedes’ Most Memorable Digital Ads
Mercedes-Benz is famous for its memorable advertisements. The brand highlights its features and the exclusive experiences it offers. Let’s look at some influential examples of advertising campaigns and see what they say about Mercedes’ marketing strategy.
Before we start, can we say that Mercedes-Benz sets the bar for engaging digital campaigns? A big yes.
Mercedes’ marketing approach, high-quality content, and focus on storytelling have cemented their position as a leader in the automotive advertising space. Moreover, beyond the glitz and glamour, Mercedes understands the power of storytelling to connect with viewers on an emotional level. Their ads evoke feelings of aspiration, excitement, and the pure joy of luxury, solidifying their brand image as the epitome of automotive excellence.
And the brand takes advantage of the entire digital landscape; using platforms like social media, YouTube, and branded websites to reach a wider audience while maximizing engagement. Their multi-channel approach ensures they never miss a beat in the online conversation.
Blinding Lights w/Weeknd
For the new SUV all-electric vehicle, Mercedes-Benz is targeting a young audience with a campaign to promote its first electric SUV, the EQC which features Grammy award-winning singer The Weeknd. The singer gets a creative director credit on the spot featuring his track “Blinding Lights”.
The ad, created by Mercedes-Benz’s lead European agency Antoni Garage in Berlin, starts with a kid seeing him charging his car and asking “Woah, do you drive electric?” There follows a series of montages of Mercedes-Benz vehicles through the different decades of its history before The Weeknd replies simply, “I drive a Mercedes.”
Stranger Things Inspired Ad for “Mercedes Me”
Highly inspired by the Netflix series, Stranger Things, Mercedes-Benz advertises its parking feature & Mercedes Me app.
This ad is a retrospective of the classic American neighborhood with a group of kids with bicycles. Mercedes-Benz presents a feature called “Remote Parking Pilot” which means the car parks itself automatically with the help of Mercedes Me access.
Just Like You w/Nicki Minaj
Remember the music video featuring Nicki Minaj driving the A-Class? It went viral & garnered millions of views while sparking countless social media discussions.
Mercedes’ “Just Like You” campaign successfully captured the attention of its target audience. By pairing a stylish and tech-savvy car with a strong pop culture icon like Nicki Minaj, the campaign resonated with millennials and Gen Z who value individuality, expression, and staying ahead of the curve.
Bertha Benz: The First Driver
Launched back in 2018, the “Bertha Benz: The First Driver” campaign by Mercedes-Benz focuses on Bertha Benz’s groundbreaking journey in 1888, defying societal norms and driving the first long-distance trip in a car.
The ad also takes a unique approach to target its audience. While the brand traditionally appeals to affluent individuals interested in luxury and technology, this campaign focused on a different set of values and demographics – encompassing individuals from their 20s to 50s, with a focus on millennials and Gen Z.
In other words, the Mercedes ad connects with a new generation of consumers who value authenticity, social responsibility, and inspiring stories. By celebrating female empowerment and historical significance, the campaign earned positive brand recognition and strengthened Mercedes-Benz’s image as a forward-thinking and inspiring brand.
Painted with Love
“Bertha Benz: The First Driver” campaign is not the only ad that focuses on gender equality & social aims.
To celebrate Pride Month, Mercedes revealed a transphobia mural for Toronto Pride. We know that Mercedes-Benz is good at tugging on emotions, so “Painted with Love” is one such example. Created by BBDO Canada, this ad is about revealing yourself in your true colors.
Mercedes-Benz unveiled the Digital Light technology that aims to improve safety and communication with other drivers and pedestrians by projecting signals onto the road.
Announced at the 2018 Geneva Motor Show, Digital Light is a new HD-quality headlamp. As it has been shared by Mercedes-Benz, the new HD headlamp features chips that work with over one million micro-mirrors, i.e. more than two million in total per vehicle. The brand thanks to integrated cameras and sensors, the headlights can show directional and warning icons by detecting other road users and evaluating the data using powerful computers.
For example, drivers can easily see pedestrians at night and headlights can show a pedestrian road with the help of Mercedes’ Digital Light. They can also be assisted with symbols such as low-grip surface, construction site, rear-end collision, lane-keeping, blind spot, and speed symbol.
Life Gets Big
With the “Life Gets Big” campaign, Mercedes-Benz presents its “All-New T-Class” offering more space to live and it puts safety and comfort first as always.
The commercial features people with different requirements to have a fulfilled life ranging from families with children and pets to sports teams and people with wheelchairs. Therefore, Mercedes takes a step towards being an inclusive brand.
Want to discover more ads? Here are more luxury brand advertising campaigns.
BMW vs. Mercedes-Benz’s Marketing Strategies
BMW and Mercedes-Benz have been in competition with each other for a long time. Before the direction of its marketing strategy started to change in the 1990s, Mercedes-Benz had been focusing on white middle-aged males. Today, Mercedes-Benz works hard to communicate with younger generations, but BMW’s brand identity is still more related to youth and being dynamic.
In order to understand the difference between these two automotive brands, you can watch BMW’s commercials featuring couples with high energy who refer to the attractiveness of the brand. Therefore, you’ll see what is different in BMW’s digital marketing strategy when it’s compared to Mercedes Benz’s.
If you like to see more of Mercedes-Benz’s marketing campaigns, have a look and get inspired! If such influence is not enough and you need professional help to make memorable commercials as Mercedes-Benz do, you can reach out to top advertising agencies. And if you want to have a solid digital presence as Mercedes has, here’s the list of automotive marketing agencies!