Mercedes-Benz Car Commercials - Essay Example

Running head: CAR COMMERCIALS Mercedes-Benz Car Commercials Insert Name Insert Grade Course Insert Tutor’s Name 01 December 2011 Car Commercials Introduction Car commercials generally refer to the advertisements of cars made on the media to market or promote new or existing car models. In a good car commercial, beautiful cinematography display, vistas, higher speed, and amazing special effects are normally included. The process of including all these elements requires the advertisers to spend substantial amount of money for the advert. Car commercials can be boring sometimes, if not properly edited, but some are still worth the time. This study aims at examining Mercedes-Benz company cars in terms of their commercials and focusing the impression it has brought to the people from the past to the recent times. Mercedes-Benz is a high-class automobile company which products are always made for luxury, dependability, and reliability (Biebrach 3). Mercedes-Benz, for instance, is currently the most advertised model of cars in the continent with the best and largest customer test fleet. The main objective of the company is to reduce fuel consumption and to minimize emissions, as well as eliminating them in the process (Ferreira para.3). The Impact of Mercedes-Benz Car Commercials on People and Making Them Buy Cars The whole point behind creating extravagant, informative, and creative commercials is to get people to buy, use, or sell the product. In his statement, Dr Martin Zimmermann, President and CEO of Mercedes-Benz South Africa, said that Mercedes-Benz customers want comfortable, safe, and very powerful vehicles that are efficient and environmentally compatible. Of course, there is the bragging aspect where people air all of their achievements in the hopes of allowing customers to realize just how fantastic their company is. He added that the main challenge is to make motor vehicles more efficient and clean without interfering with safety or comfort (Ferreira, para.7). This emphasis is included in commercials in order to lure customers. It is obvious that high-class cars or vehicles are very expensive to be afforded by poor people and, of course, cheaper for the rich citizens. This is the reason why Mercedes-Benz decided to invent a new model “A-Class” that will be affordable by all the people in various social strata (Biebrach, 3). Its is believed that the first campaign for Mercedes-Benz advertisement happened in 20th May 1996, however, their first class car “A-Class” was officially launched on October, 18th 1997. The strategy of the campaign had four phases: “Big Bang,” New Perspectives,” New choices” and “New Experiences” (Biebrach, 3). The key goal and objective of the campaign was to sell 80,000 cars in a year and make six percent market share, as well as attract customers from their competitors to join their market (Biebrach 7). Mercedes-Benz has been launching its campaign with invention and manufacture of new models and class since the launching of the first “A-Class.” The 2012 Mercedes-Benz C-Class will be without question a best seller for Mercedes-Benz. To match the restyled design of the all new C-Class sedan and Estate and to reach its true sales potential, Mercedes launched a huge new ad campaign (Davis, Para 1). Using a broad-reaching mix of communication channels that combine the print media, TV, radio and the Internet, the campaign depicts the new-generation C-Class in dynamic vein (Davis, Para 4). Car Appearance Change Over Time In Terms Of Commercials Mercedes-Benz first offered the media a chance to broadcast the new brand “A-Class” in June 1996. The exercise was quite immense. The aim of inviting the media was to attract the attention of new potential customers; an event that saw the company inviting over 250 journalists to Stuttgart, Germany (Biebrach 7). Mercedes-Benz has over the years been launching campaigns for new models and class of cars since 1996. The initial aim of company was to reduce consumption of fuel, as well as amount of emissions; this was to be achieved when a new model was innovated. Therefore, advanced cutting-edge technologies were to be invented to meet the current and future mobility requirements of any road traffic. The first class “A-Class” had its own distinctive features that attracted customers and people who admired the model in their own way (Ferreira para.3). A research conducted by the company itself proved that their European customers, no matter what country or race they come from, wanted only typical values of the brand. The audience and the people who were in favor of buying their products considered factors such as quality, innovativeness, premium status, and friendliness to the environment. Its was also found out that the small size of the market and low price of the “A-Class” model in the USA and Asia almost damaged its image (Biebrach 7). The company set out some actions to sustain its mobility in the industry. These actions included optimization of their vehicles with new and the latest combustion engines, as well as energy management (Blue-Efficiency). Efficient improvements through tailored hybridization and Zero emissions were also taken into action (Ferreira para.8). Car Appearance Change Over Time In Terms Of People in Commercials Mercedes-Benz has over the years tried to set up new standards to develop new technologies in order to support the passive and active safety measures in their automobile sector. This system has highly contributed in road safety and reducing the number of deaths or accidents on the road. This technology actually changes the car into a driver’s partner psychology; a reason why most people are much attracted to the Mercedes-Benz products (Ferreira para.27). Over the years, the world has been experiencing sudden changes in the economical factors, particularly, the issue of fuel prices. This factor is continuing to be more important in many customers’ purchasing decisions, a reason why Mercedes-Benz has tailored solutions for environmental sustainability of their cars (Ferreira para.5). With the innovation of C-Class model, Mercedes-Benz is making a new generation of products that are affordable to all classes of people in the society, including the middle or intermediate class. This model is more comfortable and safe, as well as being provocative and charming in style. In addition, the car model has high level of designs in the interior that prove a high quality to their customers. This will definitely enable the 2012 Mercedes-Benz C-Class to be the best seller for Mercedes-Benz in the upcoming years (Davis, Para 5). Conclusion Generally, Mercedes-Benz is venturing and establishing new markets in the current automobile industry, thanks to a newly developed interior with the highest standards of design and comfort. With the high quality of the interiors of the new models, it is obvious that customers will favor these vehicles. In addition to the safety package, the latest generation of the top-selling Mercedes model offers the same high level as the current luxury class vehicles – and will once again set new standards in the compact intermediate premium segment. Finally, the innovation of Blue-Efficiency for energy management is a sign that the company is really targeting to put to an end the problem of high fuel consumption by some percentages. Works Cited Biebrach, Carolin. Mercedes Benz: How A Great Campaign Can Almost Kill A Company. Berlin: Grin Verlag, 2009. Print. Davis, J. “New Generation Mercedes-Benz C-Class Advertising Campaign”. Web. 2011. http://www.emercedesbenz.com/autos/mercedes-benz/c-class/new-generation-mercedes-benz-c-class-advertising-campaign/ Ferreira, Gerald. “Mercedes-Benz: Leading Sustainable Mobility”. Web. 2011. http://3d-car-shows.com/2011/mercedes-benz-leading-sustainable-mobility/ Read More