Luxury Cars Industry

Car Ranking..

2010 luxury car market

Aerodynamic Trailer by Mercedes Benz

For years, car companies have been using the aerodynamic technology in cars, however, no one has done anything for trailers yet. As of present, trailers are like oven toasters with wheels.

Mercedes-Benz knows the need for a trailer and thus it designed one with the following features:

• A front airdam
• Rear diffuser
• Rear end special design
• Lateral panels
• It can travel at 150,000km per year
• The fuel consumption will be reduced by 5%.

The model is: Mercedes-Benz Aero Trailer.

There’s one downside for this design though: With the rear end having a different design it will have to be half-meter past the length allowed by transportation laws. 

Well, let’s see what Mercedes can do to get around this!!

Los Angeles Design Challenge 2011

Some photos of entry for Los Angeles Design Challenge 2011 are:

Mercedes Silver Arrow: A futuristic design.

Other entries were from:

1) Maybach: Berline, a luxury coach from 17th century with gull wing doors.

2) Parkour: The 341 smart Parkour, a car that is made to climb skyscrapers and even fly.

What Does the Competitor Say???

Audi Driver Imagery

Owner Type: Progressive, Sylish, Urban Cool, Aspirational and Design Oriented

Car Says: "I move with times, I appreciate design but equally want a drivers car"

Car Makes me feel: Innovative Stylish, Sporty

BMW Driver Imagery

Owner Type: Powerful, Masculine, Teutonic,

Agressive, Dominant Determined

Car Says: " I'm on my way to the top and

I achieve in all aspects of my life...

no compromises"

Car Make me feel: Powerful, strong and in

control

Lexus Driver Imagery

Owner Type: Engaging, Intelligent,

Progressive Open Minded, Independent

and energetic.

Car Says About me: I am confident in

my own skin, I don't need to

shout.

How it makes me feel: Quietly Confident

and confortable

Mercedez Benz- " The Best or Nothing"

The Seat of Power

Some are Respected , others are revered

The Right Brain

Hello Adrenaline, Goodbye Logic

License To Thrill : The oomph is even more irresistible: C Class

The Blur: Its Fast even when it is Standing

Marketing Strategies

Target Audience

1) Demographics

·         Male dominated market

·         Ages 28 – 50

·         College educated

·         $ 150K + income level

2) Psychographics

·         Status & Action Oriented and Innovators

Brand Positioning

• The brand offers a sports car for those who care about luxury and safety at the same time.

Advertising Strategies

Mass Media:

1) Television: Introduce new product message and branding; reaches most amount of people.

2) Magazine: Can tailor message by placing in specific magazines.

3) Billboards: Placement allows for message to be reached by specific audience.

Online media:

1) Brand Website: www.mercedes-benz.com

2) Mercedes's Facebook page: It has become a main hub of interaction between the brand and its customers.

3) Youtube: It is updated with campaign videos, behind-the-scenes footage from commercial shoots and other events.

Brand Equity Pyramid for Mercedes- Benz

Brand Equity Pyramid for Mercedes- Benz

 

Salience

Luxury Car, Classic, established and wants people to know it.

Imagery

 Heritage , Stylish , Sophiticated, showy, conservative values, maintaining status quo

Performance

Ultimate driving experience

Judgement

Prestigious, great reputation, Luxurious, Good resale value, More than just a car.

Feelings

Sense of achievement, success, " Look at me, I made it , it's mine."

Resonance

Classic Prestige