That was how Mercedes-Benz changed its image to attract young

This is how Mercedes-Benz changed its image to attract young people


“car grandfather” to suction thirties.

Finals 2000s, transition to 2010 Mercedes-Benz realizes you have a business problem: at the time, their cars do not appeal to young people, and the average age of buyers is above 50 years , superior their German rivals in the same price segment: Audi and BMW. Buyers only have elders in average marks demanding a much greater purchasing power, in a completely different division, as Cadillac or Lincoln, who over 60 years of average age. He had to do something.

One of the key moments was to have before the cifras Sales in July 2008 . Its entire catalog of automobiles, only class C, M and GL, the latter on a testimonial, achieved an improvement in the number of units sold. The rest sold less than in the previous year: E, S, CL, SL, CLK, SLK, CLS, R (the injured) and G classes were less

First things first.: class A

The first step was shape class A, class of entry, more susceptible to increased sales, too young, thanks to its lower price . It went from conceptuarlos as miniature minivan to adopt five-door hatchback body. No longer they seemed destined to a second family car that move in the city center, but went to compete with two blockbusters sales of its competitors, who until then had no rival in Mercedes: the BMW 1 Series and Audi A3.

This was the Class A first generation (1997-2005).

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This, the second generation Class (2005- 2011).

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And this, the third generation since 2012.

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Mercedes also created a sedan version of its new Class A with four doors, with a much more aggressive lines and a significantly higher price segment. The CLA.

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Mercedes-CLA-04

Next assault: class C

In the C class focused perhaps the biggest problem for Mercedes: in it the most number of sales is concentrated, there is the most recognizable brand image, and an aggressive change in their lines and design, to go wrong I could have very negative consequences for the company.

Class C was the most economical range of Mercedes until it was Class A, and its rivals were the Audi A4 and A5, the Series 3 and 4 BMW and the Volvo S60. Once again, the generational problem: among those under 40, the ultimate winners were the Audi and BMW models. What then was to BMW? A less aggressive renewal of class A, where the margin was much higher, the designs with a lower level of formality and seriousness, that connect with what younger audiences demand . At least younger than their middle aged suggests buying. That was the basic evolution over the last twenty years.

Class C, 1995-2000.

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Class C 2001-2007.

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Class C, 2008-2014.

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Class C, 2014-present.

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The effect Hamilton

In 2013, Michael Schumacher left a sad gap in the Mercedes Formula 1 team and was replaced by Lewis Hamilton, who helped to change the image transmitting Schumacher. Despite being one of the best drivers in Formula 1 history, if not the best, it distilled many of the feelings that Mercedes needed to substitute other. For starters, it was (and is) eleven years older than Hamilton.

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A major driver of the old guard straight, German coldness. In contrast, Hamilton transmitting rebellion, cheerfulness, a somewhat transgressive image. Much better to what might need a Mercedes under renovation. The commitment also went well: he finished fourth in the world rankings in the year of its debut, and became champion in 2014. In this 2015 is very close to repeating title

Implications

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Mercedes was clear the three main adjectives I wanted to convey with its new look: young, dynamic and aggressive. Hence the new design and the suitability of Hamilton to cross the barrier of Formula 1 and to use the team as a commercial claim for their cars.

When we asked Mercedes Benz by the impact of its new image, the words of his local president Jose Luis Lopez-Schümmer are revealing: The average age of buyers of Mercedes in Spain has fallen in 13 years . In addition, the success of the major refurbishment of class A has spread beyond the usual buyer Mercedes: 60% of those who bought a Class A, CLA or GLA had never before bought a Mercedes . The latter also has to do with prices: the A class and its derived CLA and GLA can be purchased from the 27,000 to 31,000 euros. Below the C and E, and well below the S, G and derivatives.

Sales of Mercedes, after the downturn of 2008 and 2009, has risen again to go beating your own records over the years

What competition?

Mercedes-Benz accused certain decline during the second half of the last decade, and worked for revert. Meanwhile, the competition took this lack of interest in its theoretical competitors in Mercedes by much, despite the redundancy, the public; benefit directly or by default. The years without a real rival to the Audi A3, Audi A4, BMW 3 Series 4 Series or Mercedes took their toll, and gave wings to rivals. For example, Audi, which ha doubled its sales in less than ten years

And a similar case is that of BMW. After some turbulence for almost a decade, sus sales have comfortably surpassed the two million last year and are heading towards a new sales record in the 2015.


Hypertext

That was how Mercedes-Benz changed its image to attract young
Source: english  
October 23, 2015


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