The growth of this particular car has not only altered the popularity and mechanics of the car. It has also enabled the identity of the company and the brand to build a stronger reputation and to create the necessary components to creating the ideal car for a specific social group. The result is the brand image being able to enhance the growth and strengths of the company while attracting a specific type of consumer to the car. This paper will examine the brand performance of the car as well as how it is continuing to affect the performance of the company.
Overview of Mercedes Benz
The Mercedes Benz is often referred to as a luxury car and is noted as an international car that carries style and class. The manufacturer is based in Germany and is noted for making cars, buses, coaches and trucks. The primary company is Daimler AG with the Mercedes Benz being a division of the company, specifically because of the style and make of the car. The first car was built in 1926 by Karl Benz but links back to 1886 with Kent Benz’s first introduction of the automobile. This particular model was combined with the Mercedes, created in 1901 by Wilhelm Maybach, both which were combined and patented in 1926 for the Mercedes Benz model. The first features which were noted included the approach to safety with the model as well as the approach of using the latest technology for the vehicle. The introductions which were initially created have led to the automobile becoming one of the most popular and distinguished vehicles as well as the oldest model that is still made and upgraded with cars today (Mercedes Benz, 2011). The Mercedes Benz is not only noted for the different components with the history but has also developed a strong reputation which has led to growth within the branch of the company. There are currently three divisions of the Mercedes Benz, including the AMG, McLaren and Studebaker – Packard. The difference between each of these is based on the car production which is offered as well as the designs which are used. The main company is the AMG, which consists of the older make and model. The McLaren expanded this into the luxury vehicles that are based on sports cars and specialized engines which can be used for racing. The third branch, Studebaker – Packard, was in existence until 1986 and consisted of the US division of the company and car models which were used. Each division is noted for the high – quality materials which are used with factories being placed in over 10 regions throughout the world, all which lead to the cars being rated above average and five star quality. The innovations that are combined with this include upgrades to engines, fuel efficiency, safety cell construction, traction control, electronic stability programs and power engines. This has allowed the Mercedes Benz to keep a strong reputation with innovation and safety as the main features that are associated with the car (Mercedes Benz, 2011). Competitors The competitors that are associated with the Mercedes Benz have the same approach to innovation, safety and a high – quality, luxury car that is used. BMW, Audi, the Porsche, Cadillac and Lexus are the top five competitors that Mercedes Benz is known to compete with. Currently, the BMW and Mercedes Benz are fighting for the top award in luxury vehicles at an international level. However, the Porsche and Audi are well – known through various social circles as being of luxury and containing specific features that are able to compete with the high –