Marketing cars: A prestige marque for the young

Prestige car brands are eager to attract younger drivers as cheaper 'entry-level' models have proved to be a success in recent years.

Marketing cars: A prestige marque for the young

David Edwards and Ollie GilmoreAbbott Mead Vickers BBDO

With the launch of the A-Class on the horizon, Mercedes-Benz needed to appeal to young drivers, so it created an interactive driving experience game linked to TV advertising, which changed perceptions about the brand.

Prestige car manufacturers are increasingly concerned with attracting younger drivers. There are a host of reasons for this.

First, long-term growth in incomes and declining average prices have reduced the age at which someone can feasibly consider a car from a prestige marque. For example, a Mercedes-Benz...

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