Mercedes-Benz USA, LLC: Smooth Ride campaign

The launch of the sport utility vehicle Mercedes M-Class ML320 represented how far Mercedes-Benz of North America had traveled in recent years from its staid, conservative base and the depth of the cultural change it was undergoing.

Mercedes-Benz USA, LLC: Smooth Ride campaign

Cynthia Tokumitsu

OVERVIEW

The launch of the sport utility vehicle Mercedes M-Class ML320 represented how far Mercedes-Benz of North America had traveled in recent years from its staid, conservative base and the depth of the cultural change it was undergoing. The ML320 was a midsize luxury sport utility vehicle (SUV) targeted to compete on price, as well as on features and attributes. Its September 1997 launch was an important component of Mercedes' three-year effort to expand its U.S. market to a younger group of buyers. This multifaceted effort involved new product development and line...

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