Starting right now, the product and technology innovations of Mercedes-Benz will be supported by a wide-ranging communications offensive, the focal point being the new brand claim "The best or nothing." — the principle from the company’s founding father Gottlieb Daimler.
Already extremely well received by employees as a guiding theme introduced at the end of 2009, it is now set to underscore the brand’s ambition to lead in an outward facing context. "We invented the automobile and originated technologies that are now taken for granted — from the safety cell to ABS, the airbag or ESP®, and unique technological highlights such as ’PRE-SAFE®’. Based on this tradition, our customers expect nothing less than technological leadership," comments Dr. Joachim Schmidt, Executive Vice President Mercedes-Benz Cars Sales and Marketing. "For us, that means we want to deliver the very best in all areas — be that in research and development, production, sales, service and aftermarket business or in purchasing." The new brand claim is not only reflected in the core brand values of perfection, fascination and responsibility, but is also a living, breathing part of corporate culture. It was Gottlieb Daimler who formulated the motto "The best or nothing", always living and working by this. Until this very day, this leadership expectation remains fundamental to the thoughts and actions of every single Mercedes employee.