Mercedes-Benz A-Class: #YouDrive

Agency: Abbott Mead Vickers BBDO London
Advertiser: Mercedes-Benz
Brand: Mercedes-Benz A-Class
Country: United Kingdom

Objectives

Background

Mercedes-Benz is the oldest car manufacturer in the world and, alongside BMW, had dominated the prestige car market for decades. Since 1982, the steady rise of Audi and the extension of competitor prestige marks into the high volume small car sector had left Mercedes-Benz struggling to compete. At the start of 2012, Mercedes-Benz's share of market relative to its key prestige competition was 26.6%.

Relative share development 2003 – 2012

Source: NCBS

This was a frustration because the brand didn't have the breadth of models to compete directly with Audi and BMW. If we only include the cars where the brand had directly competing models then Mercedes-Benz accounted for 33.6% against Audi's 31.1% and BMW's 35.3%.