Mercedes: How a change in body language transformed the fortunes of Mercedes-Benz

This case study explains how Mercedes, the car manufacturer, changed its image as staid and conservative to become the fastest-growing car brand in the UK prestige sector.

Mercedes: How a change in body language transformed the fortunes of Mercedes-Benz

Principal authors: David Edwards and Ollie Gilmore, AMV BBDO

Introduction

This is the story of how, over the last three-and-half years, Mercedes has gone from being the 'stuffy' choice compared with Audi and BMW, to being the fastest-growing car brand in the prestige sector.1

With annual sales up 45% to more than108,000 per year - and brand tracking figures reaching record heights - this is the story of how a change in 'brand body language' has made Mercedes unprecedentedly dynamic, exciting and profitable.

To explain how...

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