Mercedes-Benz of North America, Inc.: Branding campaign

Judson Knight

Daimler-Benz, a car manufacturer with a history almost as long as that of the automotive industry itself, had long marketed its Mercedes-Benz line to the upscale car buyer.

Mercedes-Benz of North America, Inc.: Branding campaign

Judson Knight

Overview

Daimler-Benz, a car manufacturer with a history almost as long as that of the automotive industry itself, had long marketed its Mercedes-Benz line to the upscale car buyer. Although it had an American subsidiary, Mercedes-Benz of North America, Inc., the corporate culture came from its German roots, and Mercedes-Benz was known for its precise design and its elite image.

In the 1980s, however, Mercedes began a shift in strategy, seeking to gain a wider market share with its 190 model, which was smaller and less expensive than the luxury sedan....

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