A New Star is Born: The AClass from Mercedes A Case Study

Karsten J. Hennig,
DaimlerBenz AG
Siegfried Hgl,
GfK Marktforschung GmbH


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 is considered unusual for Mercedes is becoming a synonym for innovative, intelligent car making. What is today making its appearance in a surprising and unusual way on the market has its origin in a vision which transformed itself some five years ago into a concrete mission and finally culminated in an AMotion (Figure 1).