Mercedes-Benz Group - Promotion Strategy

Mercedes-Benz uses various methods to promote its vehicles. Achieving 1,983,403 unit sales in 2024 (Mercedes-Benz Group, 2024), the company is the fourth largest car manufacturer in the world, with a net income of $10.84 billion (Johnston, 2023). As a result, promotional activities are a huge focus, spanning influencer and social media marketing, experiential marketing, and nonpersonal communication advertisement.

Traditionally renowned for its luxury and quality, Mercedes-Benz has adopted “a more lifestyle-oriented one highlighting the brand’s approachable, energetic, and fun sides.” (Ekren, 2024). This shift could arguably be due to the intense competition within the luxury automotive sector, with high price points and relentless innovation from competitor brands (Arash F, 2024). While Mercedes-Benz still relies on traditional advertisements, emphasis on the lifestyle associated with its cars has been achieved through its social media and influencer marketing efforts. Presence on these digital channels allows the company to engage with and grow its audience, particularly younger generations, expanding its reputation within the automotive market (Explainer, 2023). This shifts the focus from solely the product and aims to build an “emotional bond with the Mercedes-Benz Cars brands” (Group, 2024a). 

Their collaboration with Moncler, based around the Mercedes G-Wagon, was considered a “tribute to contemporary culture” (Pryor, 2025), demonstrating their relevancy and versatility within the luxury market. Additionally, uploading a video to YouTube featuring Canoopsy, a technology influencer, showcasing the new CLA’s features allowed for an alternative perspective seen on typical car reviews. These are examples of how the company targets customer attention through collaborations with those established in a niche that Mercedes wants to highlight in their products. Moncler demonstrated luxury and style, and Canoopsy demonstrated tech and innovation. Collectively, the efforts across social media build “an ideal brand image that aligns with the values and aspirations of the target audience.” (Xu, 2024). 

Luxury has created consumer appeal for the brand since the 1980s, allowing their cars to act as a “symbol of success” (Aeternus, 2025) as much as a vehicle. However, in more recent years, other manufacturers have rivalled Mercedes-Benz’s models. BMW, for example, is equally present across social media platforms, creating engagement and enticing younger generations towards its similar product line. Mercedes-Benz’s choice to “grow the sales share of its Top-End vehicles by around 60% by 2026 versus 2019” (Mercedes-Benz Group, 2022) shows that they are moving focus away from entry-level cars, thus the accessibility younger individuals will have to the brand. The announcement of the discontinuation of the A-Class now makes the CLA the new entry-level vehicle for the brand at a higher price point (Smy, 2025). Experiential marketing for the Electric CLA involved a light projection of the “game-changing new model” (Mercedes-Benz, 2025) at County Hall, London, creating an impressive statement. It signifies Mercedes-Benz’s recent efforts towards sustainability with the ambition to be carbon neutral by 2039 to “enhance the connection between luxury and sustainability” (Mercedes-Benz Group, 2022).

Despite pursuits to boost Top-End vehicle sales from middle and upper-class professionals, Mercedes-Benz is also “cultivating a long-term connection with Gen Z and Gen Alpha, who may not yet be ready to buy a car but are dreaming of owning one in the future.” (Pappas, 2023) this is realised through its online presence, which hopes to build a loyal consumer base both presently and in years to come. Even typically nonpersonal communication advertisements have now technologically evolved. The brand created an interactive 3d billboard to advertise the Mercedes-AMG SL Roadster, which reacted to the gestures and clothing of participants (Pappas, 2023). It is just another example of how Mercedes has adapted its promotion to satisfy the short attention spans of many media consumers today.

Mercedes-Benz has retained its image as a luxury vehicle manufacturer through its promotional efforts. Its ability to react to change has allowed it to showcase its innovation while building an emotional bond with its consumers. 

Product

Fig. 1.” Executive elegance meets adrenaline-chaser under a canopy of light.” (Lisowski, 2025) [Photograph]
Electric cars in an industrial setting showcase the brand’s ability to bridge the gap between old and new. Mercedes-Benz’s performance and luxury have been reimagined to cater to a more sustainable, carbon-neutral world.

Price

Fig. 2. (Mercedes-Benz, n.d.) EQE Saloon variants
The product line here shows a tiered pricing system, which allows for a more extensive customer base by increasing accessibility.

Place

Fig. 3. (Property Forum, 2023) “Mercedes-Benz inaugurates new multifunctional complex in Bulgaria.” [Photograph]

The Multi-functional complex built in Bulgaria includes an office, a service area, a showroom, a warehouse, and a lobby space. Such a range of functions in a singular space allows for a hub catering to various business processes and customer needs.

Promotion

 Fig. 4. “Where the future is driven by the past – built for the bold. Say hi to the @mercedesbenzgclass Past II Future x @moncler by @nigo.” (Mercedes-Benz, 2025a) [Photograph]

Collaborating with luxury fashion brand Moncler through social media marketing creates attention for both brands. Although in different industries, the principles of both the G Class and Moncler, particularly in recent years, are a testament to functional luxury. 

Process

Fig. 5. (Mercedes-Benz, 2024) Built an online community on their website for Mercedes-Benz enthusiasts.

Allowing members to feel involved in the brand helps Mercedes-Benz retain interest via loyalty marketing. This loyalty can help build an advantage over competitors offering similar products.

People

Fig. 6. (Mercedes-AMG, 2023) Engine assembly demonstrates staff’s expertise and responsibility. [Video]

The video highlights the expertise and skills of employees in delivering an engine that is so reputable for Mercedes-Benz.

Physical Evidence

Fig. 7. (dwp, 2017) “Mercedes Benz Lumpini Showroom. Bangkok, Thailand” [Photograph]

Utilising design companies to create showroom spaces helps the brand’s ability to solidify customer perception of Mercedes-Benz’s quality and luxury.

Reference List

aeternus (2025). The Best or Nothing: Mercedes-Benz Marketing Strategy - Aeternus | Digital Marketing Agency. [online] Aeternus | Digital Marketing Agency -. Available at: https://www.aeternus.rs/the-best-or-nothing-mercedes-benz-marketing-strategy/ [Accessed 11 Apr. 2025].

Arash F (2024). A Comprehensive Analysis of Mercedes-Benz’s Marketing Strategies | Brand Vision. [online] brandvm.com. Available at: https://www.brandvm.com/post/mercedes-benzs-marketing-strategies [Accessed 11 Apr. 2025].

dwp (2017). Mercedes Benz Lumpini Showroom. [online] dwp. Available at: https://dwp.com/lifestyle-project/mercedes-benz-lumpini-showroom/ [Accessed 2 Apr. 2025].

Ekren, C. (2024). Outstanding Digital Marketing Strategies Of Mercedes-Benz. [online] Digital Agency Network. Available at: https://digitalagencynetwork.com/outstanding-digital-marketing-strategies-of-mercedes-benz/ [Accessed 11 Apr. 2025].

Explainer, T.M. (2023). Mercedes-Benz Marketing Strategy Explained. [online] Marketing Explainers. Available at: https://www.marketingexplainers.com/mercedes-benz-marketing-strategy-explained/ [Accessed 11 Apr. 2025].

Group, M.-B. (2024a). Mercedes-Benz Group. [online] Mercedes-Benz Group. Available at: https://group.mercedes-benz.com/company/strategy/strategy-mb-cars.html [Accessed 11 Apr. 2025].

Johnston, M. (2023). 10 Biggest Car Companies. [online] Investopedia. Available at: https://www.investopedia.com/articles/company-insights/091516/most-profitable-auto-companies-2016-tm-gm.asp [Accessed 11 Apr. 2025].

Lisowski, M. (2025). Executive elegance meets adrenaline-chaser under a canopy of light. [online] Instagram. Available at: https://www.instagram.com/p/DHvjsVcKsPv/?hl=en&img_index=1 [Accessed 2 Apr. 2025].

Mercedes-AMG (2023). INSIDE AMG | One Man, One Engine - How an AMG Engine is built (1/3). [online] YouTube. Available at: https://www.youtube.com/watch?v=4wiog1XajxE [Accessed 2 Apr. 2025].

Mercedes-Benz (2025a). @mercedesbenzgclass Past II Future x @moncler by @nigo. [online] Instagram. Available at: https://www.instagram.com/p/DH0-YaFNI69/?hl=en&img_index=1 [Accessed 2 Apr. 2025].

Mercedes-Benz (2025). The all-new electric Mercedes-Benz CLA. [online] Mercedes-Benz. Available at: https://www.mercedes-benz.co.uk/passengercars/models/saloon/new/cla-electric.html?gagcmid=GA_20315614761_178418298212_738351737244&utm_content=PPC2412080001&utm_source=google&utm_medium=cpc&utm_campaign=C.P.SEA.RNG.LR_NA_LA_GB_Brand-Product_Launches&gclsrc=aw.ds&gad_source=1&gbraid=0AAAAAD-1huSvmcf3I8_LL54axRyTFEx4T&gclid=CjwKCAjw--K_BhB5EiwAuwYoygeG5CwFSzNGJGx5uH5pnt4csj5FNSmgPWW-JfR-KliqZg3zYPPfSBoCVtoQAvD_BwE [Accessed 11 Apr. 2025].

Mercedes-Benz Group (2022). Mercedes-Benz sets out long-term ambitions as the world’s most valuable luxury car brand | Mercedes-Benz Group. Mercedes-Benz Group. [online] 19 May. Available at: https://group.mercedes-benz.com/investors/events/2022-mercedes-benz-group-economics-of-desire.html [Accessed 11 Apr. 2025].

Mercedes-Benz Group (2024b). Mercedes-Benz Group. [online] Mercedes-Benz, Mercedes-Benz, p.2. Available at: https://group.mercedes-benz.com/documents/investors/reports/annual-report/mercedes-benz/mercedes-benz-annual-report-2024-incl-combined-management-report-mbg-ag.pdf [Accessed 11 Apr. 2025].

Mercedes-Benz (2024). Mercedes-Benz Community I Official Hub for brand enthusiasts. [online] Mercedes-benz.com. Available at: https://www.mercedes-benz.com/en/exclusive/mercedes-benz-community/welcome-to-the-community/ [Accessed 2 Apr. 2025].

Mercedes-Benz (n.d.). EQE Saloon Overview | Electric Cars | Mercedes-Benz Cars UK. [online] www.mercedes-benz.co.uk. Available at: https://www.mercedes-benz.co.uk/passengercars/models/saloon/eqe/overview.html [Accessed 2 Apr. 2025].

Pappas, T. (2023). Mercedes-AMG SL 3D Billboard Interacts With Your Clothing And Gestures. [online] Carscoops. Available at: https://www.carscoops.com/2023/07/mercedes-amg-sl-3d-billboard-interacts-with-your-clothing-and-gestures/ [Accessed 11 Apr. 2025].

Property Forum (2023). Mercedes-Benz inaugurates new multifunctional complex in Bulgaria | NEWS. [online] Property Forum. Available at: https://www.property-forum.eu/news/mercedes-benz-inaugurates-new-multifunctional-complex-in-bulgaria/15526 [Accessed 2 Apr. 2025].

Pryor, M. (2025). Moncler, Mercedes-Benz And NIGO Celebrate Launch Of New Collection With Star-Studded Fête. [online] Essence. Available at: https://www.essence.com/fashion/moncler-mercedes-benz-nigo-event-recap/ [Accessed 11 Apr. 2025].

Smy, D. (2025). Mercedes-Benz A-Class to be axed, including AMG A35 and A45: Confirmed. [online] Drive. Available at: https://www.drive.com.au/news/mercedes-benz-a-class-axed-including-amg-a35-and-a45-confirmed/ [Accessed 11 Apr. 2025].

Xu, Y. (2024). Strategic Engagement and Brand Perception: An Analysis of Social Media Marketing in the Luxury Automobile Industry. Advances in Economics Management and Political Sciences, [online] 105(1), p.None-None. doi:https://doi.org/10.54254/2754-1169/105/20241948.