MidTerm: Mercedes Benz

MBUSA was founded in 1965 however the importing of Mercedes-Benz vehicles began in 1952 when Max Hoffman became the force behind the luxury vehical in America. It was the 300SL Gullwing. In 1957 the brand expanded in the US and began its distribution agreement. “By 1957, Mercedes-Benz was in a position to expand its reach in the United States and entered into a distribution agreement with Studebaker-Packard Corporation. Eight years later, the company struck out on its own, forming Mercedes-Benz USA.”– www.mbusa.com Now the company is a nationwide organization and employs over 1500 workers. “Many pioneering technical innovations that are standard automotive features today were first seen in a Mercedes-Benz car, including the crumple zone (1959), ABS (1978), airbags (1980), belt pretensioners (1980), ESP (1995), PRE-SAFE® (2002) and many other milestones in passenger vehicle technology.” Going back to the beginning the 1880’s was the time when the high speed engine was invented allowing Carl Benz and Gottlieb Daimler to lay foundations for automobiles. “in Mannheim, Benz founded the firm Benz & Cie. in October 1883, and Daimler-Motoren-Gesellschaft (DMG) was formed in November 1890.” – www.emercedesbenz.com
Today the Mercedes Benz brand is perceived as a quality and luxury brand. It is a symbol of success and men and women alike strive to be seen driving in their brand new Mercedes Benz. “A strong brand primarily distinguishes itself by a presence and positioning that is immediately and unmistakably recognizable.” - Dr. Klaus Maier, Executive Vice President Mercedes Car Group At one time known primarily for its S Class the Mercedes Benz brand is a combination of sedans and coups, SUV’s and crossovers and roadsters and supercars. “the Mercedes-Benz brand has undergone an amazing journey - by continuously enhancing its rich, diversified product offerings and allowing more people to appreciate its significance, Mercedes-Benz has become identifiable with true leadership.”-www.chinadaily.com (The Power of Brand Marketing) Brand competition includes BMW and Lexus. The target market are successful middle aged business professionals.

Mercedes Benz being the well established brand that they are, take the time to give back to the community with charitable causes from Autism to the environment. “Mercedes-Benz has been in business for over 125 years, an achievement only made possible by the approval of our customers. To help show our gratitude, we endeavor to be active in the community and do some good where we can, when we can. After all, in the end, what you get out of life is equal to what you put into it -- and we're committed to putting in as much as possible.” – www.mbusa.com The brand has been devoted to remaining environmentally friendly, even before it became the “It” thing to do. “Long before it became front-page news, Mercedes-Benz has been innovating and implementing new ways to help minimize the impact of cars and trucks on the world we share”