Marketing cars: A prestige marque for the young

David Edwards and Ollie Gilmore
Abbott 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 E-Class now costs about as much as the average UK salary, while in 1985, it cost almost one-and-half times as much. Consequently, the famous three-pointed star is no longer confined to those who are retired, or on the verge of it.