Mercedes-Benz is looking for a new, catchy marketing slogan.

[Alwing]

AUTOMOBILWOCHE
NOVEMBER 17, 2009 - 12:01 AM ET

Mercedes-Benz is looking for a new, catchy marketing slogan.

Unlike rivals such as BMW, Audi or Volkswagen, Mercedes has not had a brand slogan for the past five years.

CEO Dieter Zetsche has recognized that the carmaker must do more to promote the Mercedes brand. With a new slogan, Mercedes wants to signal to the outside world what the brand stands for, and, just as importantly, to re-orient its employees.

A suitable slogan is being sought that will work in English and German, a company executive said.

The slogan could be in German but used globally. Volkswagen uses the German word for car "Das Auto" as its global marketing slogan.

The slogan will not focus on green technologies or fuel efficiency, the executive, who declined to be named, said.

Since September 2008, Daimler's commercial vehicles division has used the claim "Trucks you can trust."

Mercedes last used the slogan "Die Zukunft des Automobils," which means "The future of the car." In the mid-1990s, the brand had success with the slogan "Ihr guter Stern auf allen Straßen," which translates as "Your good star on every street."

Audi's "Vorsprung durch Technik," which means "head start through technology," and BMW's "Freude am Fahren," which translates as "the joy of driving," have become well-recognized slogans.

Found this news on the internet, I thought I should post it here.

After Mercedes' new sound logo, it now comes down to the slogan.
In the past Mercedes used slogans like "Die Zukunft des Automobils," which means "The future of the car." Another one was "Ihr guter Stern auf allen StraBen," or "Your good star on every street."
And also "Unlike any other", "Mercedes-Benz. The Future of the Automobile" and "Engineered to move the human spirit".
But somehow some of these slogans didn't leave a strong long lasting impression like the slogan's of BMW and Audi.

I'm very curious to see how creative GCF members really are.
What do you have in mind regarding Mercedes' new slogan? Any ideas?
Since GCF is is one of the larger (German) car communities on the internet, there might be a possibility that some (marketing) people from Mercedes-Benz will be looking around in the forums for something or possibly inspiration.

I'll kick off with some ideas:
"Engineered to be a star"
"A pleasant journey"
"A star to look after you"
"Build to reduce distances"
"Follow the star"
"A five star experience"

If they want to emphasize that Mercedes' quality is back to old standards:
"Your loyal companion"
"A lasting relationship"
"Quality, comfort, Mercedes"

 

[Merc1]

Engineering, Safety, Quality....Unlike Any Other. Would be my idea.


Or just go back to the original and the best slogan they ever had "Engineered Like No Other Car in the World".


M

 

[Kowalski]

"Engineered like no other car in the world".

Best slogan they have ever used IMO.

 

[Shining Star]

Hmm....

Comfort, Fascination, and Engineering: Mercedes-Benz

Experience the technology of tomorrow, today.

(For BlueTec, or Hybrid) Exhilarating Mobility for a green planet.

Safe, Solid, Sustainable: This is Mercedes-Benz.

 

[Alwing]

"Engineered like no other car in the world".

That is indeed a good/powerful slogan but I presume it doesn't sound that good in German, I don't know...I'm just guessing.
Aside of that it is also quite a mouthful compared to "Sheer Driving Pleasure" and "Vorsprung Durch Technik" etc. also not quite as catchy in my opinion.


Nice slogans, jsciales!

 

[Yaz]

I really liked "Unlike Any Other".

Or just go back to the original and the best slogan they ever had "Engineered Like No Other Car in the World".


M

Or just "Engineered Like No Other". What you think?

 

[Merc1]

I really liked "Unlike Any Other".




Or just "Engineered Like No Other". What you think?

Yes, Yes....we have a winner IMO. That would be a new spin on an old theme. Sounds perfect to me.


M

 

[Mr. Mercedes]

"We are Mercedes Benz" - Don't need to say much more then that.

 

[Mr. Mercedes]

"Engineered Like No Other". What you think?

Yup. Agreed. The '....car in the world' part is superflous.

But I still like 'We are Mercedes Benz'. What more do you need to be! lol

It kind of arrogant and suits the brand.

 

[coolraoul]

The original slogan of Daimler was "Das Beste oder nichts", the best or nothing. Too bad it won't sound good in english. Could be translated as
"Mercedes. Nothing but the best".


I'd suggest:

"Mercedes. Engineering excellence"

 

[Human]

Yes, Yes....we have a winner IMO. That would be a new spin on an old theme. Sounds perfect to me.


M

This is THE slogan, before I went the BMW route I had a W202 C180 and two W203 C-class cars. I respect MB and adore cars like the SLS, they are the oldest car manufacturer and GERMAN! O yes, and most innovative of all car brands. Still love the BMW's more though hahaha..

So, IMO - the slogan that best fits the Mercedes-Benz brand is "Engineered like no other"
Fits the whole brand persona 100%....

 

[SCOTT27]

They could probably go back to the "Engineered like no other". Now that the image of quality and solidity has been reinstated.
Or they can go the BMW route and introduce a term that relates to the feeling of driving a car not just the car or the brand.

 

[PanterroR]

"Wannabe Engineered like BMW"

 

[EnI]

I would go for

"Do we really need a catchy marketing slogan? Mercedes-Benz."



Seriously, "Engineering excellence" sounds OK.
If they'll live up to it - and NEVER produce a car like Mk1 A-class again!

But such a slogan allows no mistakes. And with any technical glitch or other unreliability the slogan would backfire. So, perhaps not a perfect choice.

What about:

"Privilege to prestige. Mercedes-Benz."

 

[Sayyaaf]

Crazy idea. Mercedes: The art of know-how. Meaningless

 

[MeanAffe]

Hmm....

Comfort, Fascination, and Engineering: Mercedes-Benz

Experience the technology of tomorrow, today.

(For BlueTec, or Hybrid) Exhilarating Mobility for a green planet.

Safe, Solid, Sustainable: This is Mercedes-Benz.

Hey guys, I'm new here. I've been reading through the forum since over a year now but couldn't resist posting now

I quite like jsciales' slogans, at least in English they sound capable of representing Mercedes' brand values. Especially the "Experience the technology of tomorrow, today" one is nice IMO. It also makes for a great sentence in German, "Erleben Sie die Technologie von morgen schon heute."

On the other hand it appears I'm the only one who doesn't think, Mercedes is in desperate need for marketing slogan. To be honest, "Unlike any other" always seemed cheesy to me, just like their current sound logo.

 

[Mr. Mercedes]

Hey guys, I'm new here. I've been reading through the forum since over a year now but couldn't resist posting now

I quite like jsciales' slogans, at least in English they sound capable of representing Mercedes' brand values. Especially the "Experience the technology of tomorrow, today" one is nice IMO. It also makes for a great sentence in German, "Erleben Sie die Technologie von morgen schon heute."

On the other hand it appears I'm the only one who doesn't think, Mercedes is in desperate need for marketing slogan. To be honest, "Unlike any other" always seemed cheesy to me, just like their current sound logo.

What? You don't think a prepubescent choir boy suits the brand?

 

[MeanAffe]

Believe it or not - I don't

The star speaks for itself, so no need for some fancy choir or wind sound or whatever they could use.

 

[merc4]

the obvious

mercedes benz - the automobile

 

[Mr Robert]

mercedes benz - the automobile

Volkswagen - Das Auto