Mercedes eye breakthrough win with change in brand image

It’s been around 15 years that Mercedes Benz has entered the Indian Auto Market. And since then its major competitors are Audi and BMW, which are the big players in the Indian luxury car market. In spite of the major growth in the car sales, Mercedes Benz sadly was beaten by its home grown rival BMW since last 2 years. Therefore, now Mercedes Benz is in plans to get a young and sporty brand image for the youth of the country. The main reason for this branding is to rejuvenate its car sales.

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Mercedes Benz is basically the oldest and at the same time, the youngest car manufacturer in the entire world. This car firm was established 125 years ago and since then Mercedes has been continuously re-inventing itself according to the latest technology. Right now about 80% of the auto patents are owned by Mercedes Benz globally and the reason is its technological expertise.

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And with this re-inventing, now Mercedes Benz wants to set up its very 1st brand centre in Delhi by the end of 2011. It is expected that this brand centre will flaunt 40 cars of Mercedes. This brand centre will be followed by setting up another centre in Mumbai too, in order to provide a sporty and youth friendly brand in the country, Mr. Peter Honegg, the MD and CEO of Mercedes Benz told that the firm is planning to power the alliance of Mercedes with F1 or Formula One. Mercedes will be the only other car firm that will be there in F1 besides Ferrari.

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Furthermore, Mercedes Benz is also selling Formula One tickets via the car firm’s dealerships as the country will further host world’s most thrashing motorsport in Delhi in the month of October. To further add to the sport young brand, Mercedes Benz will showcase Mercedes Benz E class, which has more of a sportier feel. In the past few months, Mercedes Benz has introduced luxury cars in India, which include Mercedes-Benz SL 350, Mercedes-Benz GL-Class 500 and Mercedes-Benz G 55 AMG to build on new sensitivity of the Mercedes Benz that it wants to actually develop in India.

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