Mercedes-Benz goes on image revival spree to attract audiences

Monday 16 September 2013, 13:26 PM by

At the ongoing 2013 Frankfurt Auto Show, Mercedes-Benz's podium has been a hit amongst the car enthusiasts. Numerous visitors that are coming out of Mercedes-Benz exhibition stall are quite impressed by the kind of products the company has showcased. Most of them are of the view that the company has now given away the kind of conventional mindset that it used to have in the recent past. With its newly designed cars based on the recently developed platform named Modular Front Architecture, the iconic German car manufacturer seems to be grabbing the limelight.

Mercedes-Benz goes on image revival spree to attract audiences | CarTrade.com
Mercedes-Benz goes on image revival spree to attract audiences

In the recent past, the image of Mercedes-Benz has taken a beating in global markets and the famous car brand has fallen to the third position behind BMW and Audi as far as luxury car sales are concerned. Now after the signing of Dieter Zetsche as the Head of Mercedes-Benz, the brand is fast evolving and is back on track to compete against its German counter parts. Auto analysts say that the company has added nine new models in its line-up since the past 2 years and is all set to stage a comeback that will be mainly driven by the kind of makeover the company has given to its cars.

In order to attract young masses, the auto maker has been introducing sportier concepts that can be seen in GLA, SLK and AMG models. The company seems to be banking on these design concepts in order to outperform its rivals. On asked Gorden Wagener (Head of Design at Mercedes-Benz) about the radical shift from conventional to more modern one, he said “the style and design of the new cars indicates a shift in paradigm for the company. We radically changed the design language to make it super clean and pure in line with our philosophy, which we call sensual purity."

Ironically at the previous Frankfurt Auto Show, Zetsche voiced that Mercedes-Benz will takeover the leading position from BMW by the end of the decade, which the company lost in the year 2005. At that point point of time, these type of claims of the company sounded bleak but now on assessing the global sales figures, Mercedes-Benz seems to be all set to reclaim its title back in the near future.

According to the statistics shown by the company, it has sold 108,400 cars in August, a record for the month. In terms of growth, Mercedes-Benz registered a 19 per cent increase whereas for BMW it stood at 16 percent followed by Audi's 9.8 per cent. Industry experts believe that this strong showing by the three badged star has been mainly aggravated by sales of hatchbacks like A-Class and B-Class. Also, the new model CLA is also garnering a good response and at present, things are certainly looking bright for the company. The famous car brand made a statement at the 2013 Frankfurt Motor Show by showcasing its S500 plug-in model and new GLA, both of which are aimed at top-notch luxury buyers. Also, to mention the pre-production version of S-Class coupe also drew a lot of eyeballs owing to its sleek designing and low pillars.

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