• Mercedes to come out with new company slogan

Mercedes-Benz is ramping up efforts in their attempt to aggressively promote their brand by coming out with a new slogan that’s being billed as "The best or nothing."

The new slogan was recently launched to exemplify the brand’s long-standing core values of "perfection, fascination, and responsibility" and will now be the core slogan for most of Mercedes’ new media campaign that will encompass a number of mediums including print, TV, and the Internet.

In addition to the new slogan, Mercedes will also come out with a polished logo - the iconic star logo will be treated with a three-dimensional appearance and a highly polished chrome finish.

The timing for the new slogan isn’t that surprising considering the company is scheduled to release 16 new models next year and the new slogan was created - and will be used - to emphasize Mercedes’ reputation as one of the best automakers in the world.

Press Release after the jump

Mercedes-Benz unveils new global brand strategy - "The best or nothing"

New brand claim underscores ambition to lead
16 new models by 2011
Perfection, fascination and responsibility as core brand values
International brand campaign begins on June 11, 2010
Stuttgart - Mercedes-Benz is in the fast lane. Since the beginning of 2010 Mercedes-Benz has sold 16 percent more cars worldwide than in the same period last year. The groundwork has already been laid for further growth thanks to the current model offensive. 16 new or upgraded models will be launched during 2010 and 2011, including two vehicles in a soon-to-be family of four in the compact segment. With the smart fortwo electric drive, the B-Class F-Cell and the A-Class E-Cell, the new model launches include three series production vehicles with alternative drives and zero local emissions.

Autumn 2010 will see Mercedes-Benz once more set benchmarks in the efficiency of modern internal combustion engines. All-new V6 and V8 engines consume up to 24 percent less fuel than their predecessors. These BlueDIRECT powerplants are the perfect complement to the four-cylinder units already available on the market and turning in exceptionally low fuel consumption figures. Also in autumn, Mercedes-Benz will introduce its ECO start/stop function as standard throughout its model line-up.

Starting right now, these product and technology innovations 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-Benz employee. Therefore, it was no surprise that this theme was enthusiastically adopted by the workforce as a motivating internal rallying cry and call to top performance.Staying with this notion, Mercedes-Benz is enlisting its employees as brand ambassadors for the international brand campaign. Whether they are safety engineers, head designers or electronics specialists, employees from a wide range of functions underscore factors that reflect the brand’s ambition to lead now and in the future.

The brand campaign will begin on June 11, 2010, and run in print, TV and online channels.This ambition to lead will also be evident in the visual depiction of the brand through greater proximity between the badge on the vehicle and communication. In communication activities, the brand name and logo will be used together and augmented by the "The best or nothing" brand claim. The star - one of the world’s most valuable and best known logos - receives a three-dimensional appearance and a highly polished chrome finish.

Source: Mercedes

Kirby Garlitos
Kirby Garlitos
Automotive Aftermarket Expert - kirby@topspeed.com
Kirby’s first exposure into the world of automobiles happened when he caught Knight Rider on television as a five-year old boy. David Hasselhoff didn’t leave much of an impression on him (that happened later on in Baywatch), but KITT certainly did. To this day, Kirby remains convinced that he will one day own a car with the same ‘spirit’ as the original KITT (not the 2008 monstrosity). He doesn't know when that will be, but until then, he’s committed to expressing his love for KITT, and all cars for that matter, here at TopSpeed.  Read full bio
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  (134) posted on 05.27.2011

Well, the good thing about Mercedes is that when it comes to expectation they never fail us! And I would say that I’m impressed with their cars!

  (406) posted on 06.17.2010

I think this slogan is pretty stupid. We all know that Merc is not the best at everything. Picture the mommy car A class being the best! t’s a joke.

  (313) posted on 06.16.2010

At least they’re honest about who they think they are, right? I bet a lot of people feel like such a Mercedes does their self image justice.

  (358) posted on 06.15.2010

Well, I think this is part of Mercedes’ new strategy to highlight the fact that the company is introducing 16 new models by 2011. Besides the smart for two electric drive, the B-Class F-Cell and the A-Class E-Cell, Mercedes will make engine start/stop systems standard
equipment. While eco-friendliness may please some, we’re more interested in the new BlueDIRECT engines.

  (228) posted on 06.15.2010

Mercedes Benz are considering themselves as the best car.

  (329) posted on 06.14.2010

I bet the new chrome finish logo would be great because they made it in 3d looks.

  (392) posted on 06.14.2010

Impressive! Even their slogans is updated and the star logo is redesigned. Eell there is no doubt that the mercedes benz is one of the best automakers in the world.

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