German Car Forum

Originally Posted by Osnabrueck

For most people the Prius isn't a Hybrid car, it's the Hybrid car.

I guess the most important thing is that the Prius is purpose-built,completely unique the ground up and has been able to shake the perception of being a "compromise vehicle" by integrating a semi-premium experience into every car (unlike the Honda insight which was a compromised and sad affair). There's also the distinct sense that Toyota wanted to build this vehicle, and has poured their hearts into the project as opposed building something to placate bureaucrats.

So basically we're talking about good styling, a competitive price point, a surprisingly spacious interior, Toyota's reputation and the sense that you're driving a car of the future with featues like the standard LCD display and optional keyless entry. Not only can you use this car as your family hauler, you can be proud of the damn thing!

Add insane gas prices to an already appealing package and you can see why there's still waiting lists for these things. This car has been able to reach beyond the environmental crowd and is essentially peerless despite the fact that there's plenty of Hybrid-equipped cars within Toyota's own range.

I'm not bullish on the LS600hl. I understand Lexus trying to position Hybrid as a prestige trim withing their range, but there's not enough of a concise message to hang onto when we're talking about range-topping vehicles. The Lexus message has been equal parts ecology and performance, but there's not really enough of either to get the public fixed-in on these vehicles.

Originally Posted by Bozzor

I wonder if it is just a matter of re-educating the public. In Australia - admittedly a very small market - the Prius is doing extremely well, so much so there is a 3-4 month wait for the type. But as for premium cars, I do think that eventually, people will get the message, though I acknowlede the learning process may take many years. Hybrids do make sense in city conditions. The good reviews the GS450h has gotten (aside from the small boot!) gives me hope that this technology can be compeetive edge in the battle for hearts, minds and dollars of premium buyers. MB is going down the hybrid route, which is a fine tick for the concept.

Originally Posted by Merc1

Have you guys seen the commericals in which he talks about German engineering in today's Chryslers while flying around a test track in various models scaring the hell out of a auto writer?

M

Originally Posted by Deutsch

One important point I forgot to make is that MB's will become sportier indeed, albeit the MB way, going through corners with aplomb while at the same time maitaining excellent body control and ride comfort, all the while intrusions from the outside world are neither heard nor felt. That's MB sporty.

Originally Posted by Merc1

More along the same lines as this thread:

Mercedes' new image emphasizes service
Sporty is downplayed, brand focus returns to value, comfort, safety

By JASON STEIN | AUTOMOTIVE NEWS EUROPE

AutoWeek | Published 07/10/06, 11:19 am et


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REYKJAVIK, Iceland -- Mercedes-Benz is repositioning its brand image to emphasize customer service. The aim is to win back buyers discouraged by declining quality.

DaimlerChrysler and Mercedes boss Dieter Zetsche is pushing the new brand campaign, which Mercedes has labeled "Appreciation."

The pillars of the new marketing strategy are service, comfort, value and safety. Mercedes is expected to launch the campaign globally later this summer.

"The idea is that all Mercedes customers who buy our cars will feel appreciated," Markus Rubenbauer, head of product management for M-, R- and GL-class models, told Automotive News Europe during a press event here. "It's now important for us to re-emphasize values that have always been there."

A Mercedes insider said Zetsche gave the automaker's marketing team the task of "sharpening the brand's image" a few months ago.

The idea is to use traditional values to reconnect customers to the Mercedes brand. Sportiness is no longer the priority it was when Mercedes unveiled its E-class medium-premium car in 1995 under the campaign "See new eyes."

"That was meant to show the new 'face' of Mercedes and was an important step in emphasizing that we could build reliable vehicles that were sporty," Rubenbauer said.

But the new strategy "doesn't mean a 180-degree turnaround," Zetsche told Germany's Capital magazine recently. "Now customer satisfaction is in the foreground, not just for the product but also for all of the services."

In the last two years, technology problems have damaged Mercedes' reputation. After two major recalls of vehicles plagued by faulty electronics -- alternators, batteries and brake systems -- Zetsche wants Mercedes to be No. 1 in quality surveys.

Chasing Skoda

In a J.D. Power and Associates survey released last week, Mercedes ranked No. 11 out of 28 auto-makers in customer satisfaction in Germany -- behind Skoda and Daihatsu. In France, Mercedes fell two spots to No. 10 overall, just above the industry average. The surveys rate brands on the quality and reliability of their cars and the quality of their dealerships.

Mercedes dealers are also part of the "Appreciation" campaign. Within a month, dealers will get a training course to emphasize the importance of a one-on-one relationship.

"We need to service the customer the right way in day-to-day business," Rubenbauer said, "because that's the first contact with the customer."

Mercedes executives were scheduled to consider approving the campaign July 10, media reports say.

http://www.autoweek.com/apps/pbcs.dl.../60710013/1041

M

Originally Posted by Deutsch

By now we should all know that Zetsche is a walk the walk kinda a guy, who does a good bit of talking but just for the sake of shutting everyone else up. Look at what the man has done for the Chrysler brand, he's made a once stodgy, P.O.S., family/grandparents car company (like so much of the Big 3) into cool "gotta have" products that old any young aspire to (reasoning withstanding of course). If he implements lean manufacturing into the brand (which it sounds like he' s going to do) things can truly take a turn for a much more stabalized and prosperity driven future for this gargantuan multi national. To add Zetsche is going to streamline the brands products to create a much more meaningful and purpose driven lineup of true MB cars that deliver on brand ethics (R-class is a sin). I raise a toast to the reign of Dr. Z.