Diamler Chrysler

Daimler-Benz Corporation and the Mercedes A-Class

This case covers the introduction of the Mercedes A-Class Automobile. The purpose of the A-Class vehicle was to create a new product by Mercedes, and aim at a new target market; the young, urban professional of singles and couples in their thirties.

Mercedes received positive feedback and comments on the A-Class. However, since Mercedes were targeting a new market, they decided to draft a five-year strategy. Launching the A-Class marketing and advertising campaigns a year prior to the vehicle’s launch.

The Mercedes A-Class problem arises when the “Moose Avoidance Test” on the A-Class failed. This test was compared, to the test that Scandinavian countries usually use, to avoid wandering animals and unforeseen obstacles. The test covered a double lane-change at 37 mph, consisting of swerving to avoid unforeseen obstacles and then making the intuitive to swerve back into the original lane to avoid oncoming traffic. T...