Outstanding Digital Marketing Strategies of Mercedes$-$Benz

Mercedes$-$Benz$$s marketing strategy had been centered on the safety, luxury, and precision engineering of its cars. But, due to increasing competition in the luxury car industry and changing consumer attitudes, the brand decided to follow a different path to evolve its marketing strategy. With these changes, Mercedes$-$Benz$$s marketing strategy turned into a more lifestyle$-$oriented one highlighting the approachable, energetic, and fun sides of the brand.

To provide superior customer value to its target market, Mercedes$-$Benz has found it necessary to diversify its product range to meet what the automotive industry needs. The brand targets people from different socio$-$economic levels, and in this regard, Mercedes$-$Benz$$s market segmentation strategy plays an important role.

For instance, the C class is a product for the low end of the market, the E class is a mid$-$size luxury car, the S class includes high$-$end luxury vehicles that had previously comprised the total of the company$$s product, the T class is designed for big families, and the SL class is specialized for sports cars market. With such variety, the brand appeals to more people, and increases its brand awareness and sales.

BMW vs$.$ Mercedes$-$Benz$$s Marketing Strategies

BMW and Mercedes$-$Benz have been in competition with each other for a long time. Before the direction of its marketing strategy started to change in the $1990$s$,$ Mercedes$-$Benz had been focusing on white middle$-$aged males. Today, Mercedes$-$Benz works hard to communicate with younger generations, but BMW$$s brand identity is still more related to youth and being dynamic.

In order to understand the difference between these two automotive brands, BMW$$s commercials featuring couples with high energy who refer to the attractiveness of the brand, unlike Mercedes Benz$$s$.$

After long years of competition, Mercedes $$Benz realized the need of developing awider strategy to compete with BMW$.$ Explain.