Mercedes-Benz changes marketing strategy to improve its U.S. sales

Article by Christian Andrei, on August 29, 2010

Would you buy a car because it's good for the environment or because it could save your life? Mercedes-Benz is hoping you'd choose the latter. Mercedes' new marketing campaign stresses safety over luxury. This isn't surprising since the financial crisis has reversed consumer priorities.

It's now frowned upon to brag about buying the most luxurious car. Instead the most popular guy is the one who gets the most worth for as little money as possible spent on a new car.

With this trend change in mind, Steve Cannon, VP of marketing for the U.S., wants new safety technology to play a bigger role in its vehicle sales.

In an interview with Automotive News, Cannon said that new owners should be able to justify their purchase of a Mercedes-Benz by saying that the car is relevant because it may just save their lives.

As hybrids become more popular, they're also becoming more affordable. Mercedes has to step up and give Americans a reason to buy a Benz. For its recently launched all-new 2010 E-class, Mercedes-Benz wants to bank on safety features that had been only available in the top-of-the range S-Class.

These features include blind spot detection, lane-keeping assist, night view, and attention assist, which monitors the driver's road awareness.

These safety attributes make this vehicle come out on top compared to the rest of the pack. Cannon was adamant that when faced with its rival brands' marketing strategies, Mercedes would not lower its game and instead will be focusing on innovation and safety.

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