Mercedes has decided to stress safety over luxury in its new marketing campaign. As the tables have turned in the economic downturn, so have consumer priorities. It is becoming more popular to brag about how little you just spent on a new car as opposed to telling your friends how ridiculously expensive your new car was.
Steve Cannon, VP of marketing for the U.S., believes that the new safety technology Mercedes has to offer should play a bigger role in its vehicle sales. In an interview with Automotive News, Cannon said, “You have to give people the justification that says, ‘Yes, a Mercedes-Benz is relevant to me — it can save my life.’ ” At a time when hybrids and less expensive cars are hugely popular, Mercedes has to give America a reason to shop for a Benz.
Mercedes has just launched its all new E-class, equipped with several features previously only available in the top of the range S-class. Blind spot detection, lane-keeping assist, night view, and attention assist, which monitors the driver’s road awareness, are a few safety features available on the 2010 E-class. These features set Mercedes ahead of the pack in terms of safety, and the company is banking on its innovation to help it sell some cars.
Cannon quickly touched on competing brands and their marketing tactics. He said that Mercedes would not lower its game and that the company would continue to focus on innovation and safety.
Source: Automotive News