Do you think so??? Is it not just a sign of the times?
Gen Y are becoming the largest generation of consumers in the world,
with an increasing spending power!
Can Mercedes afford to sit back and lose out to the like of BMW on this huge market?
Have you visited the Gen-Benz website? Looks like Gen Y are calling the shots for MB these days! check out this link Mercedes-Benz Woos Gen Y
Let me know what you think?
I would like to tell you I have a fav commercial, but to be truthful, I don't. I am also in the belief that BMW takes the nod on that. I myself do not like the BMW line but it is geared more to the youth of today. I also, and mind you THIS is JUST MY OPINION and MINE ALONE. Not to enrage, anger, or disrespect any owner of the newer Mercedes. But I myself, be it my budget or belief or whatever, except for a few newer models, wouldn't own a newer Mercedes. I really relish the older more reliable classic designs of the past.
Good Luck ANNASLK on your research.
I agree 100% that Market Surveys (by regions and global) and similar studies are responsible for the direction MB design and mechandising have taken. In this respect, the changes from the chauffeur driven limousine to the self driven sporty sedan, plus the future business builder "kid dream" coupe -budget and true sport cars- are the driven forces to be present with these non-traditional lines in the different locales of the Globe with models fitting each market at a quality and budget that part from a true inferior more popular level than what made the name Mercedes famous, to the expensive motor cars that are usually made to order or in limited editions.
This also reflects the different reaction Stuttgart and dealers have to solve the plight of bread and butter customers vs that of high ticket items.
How can MB cut itself so thin all over the World? With the solid base of the Mercedes truck and heavy equipment business, which are widely used all over the world. The rest of incentives to attract customers, Madison Ave, plus the MB presence in DTM, F1, and a wide assortment of sport events watched all over the world, do it effortlessly with contemporary media tools.
Meanwhile, ForeverYoung, BMW and VW (Audi) seem to try harder and reach with attractive body designs and features, to the young crowd. This proves that price is a main consideration to sell to people who think that "Free Five Year Maintenance" is not included in the price of the car (lease or outright purchase), that "run flat" tires are uncomfortable but not enough to complain, and that lower reliability of the units is not enough to pass up "gorgeous", showy body lines, despite lower quality interiors and less expensive materials. In not so many words, the AMG look at a budget. The young looks at the future through new design cars, except when their pocket does not allow it, converting them into "classic lovers" instead of AMG and Porsche dilettantes.
This is only my view, but I back it up with fifty years traveling three continents evaluating, among other things, market and marketing trends, hardware product needs, new products success, warranty needs and effect, and rep performance.
Good luck with your paper, Anna. ForeverYoung, good insights, keep it up.