A New Star is Born: The AClass from Mercedes A Case Study
Karsten J. Hennig, DaimlerBenz AG andSiegfried Hgl, GfK Marktforschung GmbH GermanyINTRODUCTION
The name Mercedes has always stood for an obligation to satisfy demanding customers and a particular challenge for the DaimlerBenz workforce. With well over one hundred years of experience in development, production and sales of motordriven passenger cars in more than 150 countries, the 'inventor of the automobile' is once again the center of attention.
A concept that in terms of its appearance and design...