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...