Home > Encyclopedia of Major Marketing Campaigns > Mercedes-Benz of North America, Inc.

• BRANDING Campaign
• Taking Stock
• Further Reading

1 Mercedes Dr.
Montvale
New Jersey
07645-0350
USA
tel: (201)573-0600
fax: (201)573-6780
website: http://www.usa.mercedes-benz.com

BRANDING Campaign

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...