Executive Summary

Mercedes Benz, is an automotive pioneer in luxury and prestige. What is overlooked and

seldomly accredited is the technological advances that are Mercedes Benz firsts and patented

only by this company. When you think of a car company, you think of transportation and

possibly how well that car can transport you from point A to point B, but what you dont think of

is the technology that is transporting you from these places, the systems that keep you safe and

how your car communicates with the world around it. Mercedes Benz is the pioneer in cars that

communicate with each other and its time for the world to witness the innovations and test them

for themselves. Building on luxury and incorporating safety technology so that we can expand

our targets. Though many people do not focus on technology, in the growing age of

communication and its emerging possibilities, the recognition should be given to a company that

was the first, not for publicity but for the continuation of advances.
 Industry Analysis

Technology is important to everyone, whether they realize it or not. The Bluetooth

connection in your car, the lights, the breaks, the way the car drives, all aspect of technology

within your car that you dont realize you use every day. The objects for Mercedes Benz is to

showcase the advances they have made throughout their century in the automaker industry and

the simple fact they were the first car company to patent safety advances like airbags, antilock

braking and the car cellphone.

The growth of the industry has completely exploded in the last 10 years. We have had

more advances in the way cars drive and the way cars communicate with roads and the world

surrounding it. From simply having a cruise control that can slow down to the car in front of it,

to being able to stay in its own lane and brake and speed up based on the road around it. Cars are

now able to brake themselves and even drive themselves to move in and out of parking spaces.

As trends transform the industry seems to be leading, in its own way, the trend. In the

beginning cars, would use cruise control to keep its speed, then came the ability to adapt to the

car in front of it, to braking itself completely in the event of danger. But these advances are often

overlooked by consumers and other companies. The vision is to push Mercedes Benz to the top

of this food chain, so that Mercedes can lead not only in luxury but in the field of innovation and

technology.

What is important to analyze when thinking of the way Mercedes Benz can tackle the

situation, is looking at the way competitors showcase their innovations. The auto market industry

is incredibly competitive, but to those who do not pay attention to the news, you would just see a

new car on a road. I think the level of important companies give to their advancements is based
on the level of prestige and popularity they have. For example, BMW, the top competitor for

Mercedes, will first promote the innovation in their cars, how modern they look, then they will

subtly give details on advancements in the technology. Audi however, gives more importance to

the technological advances in its cars. One of the best examples for this is, the intelligent light

system Audi, Mercedes and BMW invented, but were rolled out in stages, in the same order as

their importance of technology. Audi revealed its intelligent light system first, which was a great

advancement, but then BMW had a better system, which was based on the same concept, and

Mercedes last with an even better light system that was fully LED. Marketing of new technology

is not the main concern for Mercedes Benz, but that is why there should be a shift, allowing for a

new area of dominance for this company.

SWOT
Strengths
The most Luxurious automaker for
decades
Reliable cars
Performance
Safe cars with new and improved
technology over all others
Holds majority of patents on safety
features
Large presence in Motorsport due to
McLaren Mercedes
Pioneer in technologies like diesel
engines
Remarkable craftsmanship on all cars
from cheapest to most expensive
Opportunities
A New target audience for Mercedes
The ability to show advances in
automobile technology
Revenue from new prospective
Companies in the software industry
can now work with Mercedes
Public media can see the advances
Mercedes has made and coined
A new branch in the public eye can
draw more support and new minds
Weaknesses
Expensive costs of automobiles
The target audience looks for Luxury
only
Not everyone is interested in
Technology coming from Mercedes
Rebranding may not be in Mercedes
best interests
Price for parts and maintenance is
high
Threats
The brand image could be tarnished
Companies focus on one aspect that
makes them great
Branching off into other areas could
cost Mercedes more
BMW and Audi already have their
foothold in Performance, design and
technology
Mercedes prices are high enough and
new consumers may not be influenced
by new technology
Media Audit

The media is one of the best ways to publicize new technologies, but what does media

say about technology in cars that can save lives? In the late 90s when passive safety was

common, the media wrote little about the advancement. It was just systems that would help you

survive after a crash, but the real media coverage came with active safety features. The media

had coverage for these features and would show demonstrations of them on television, so people

could see the advancement and the way they worked, they were so innovative and for their time,

where cars were still unsafe, it was a great time to showcase. However, in todays world, where

there is new technology left and right, only the companies that need the publicity will show what

they have. But in a time where technological advances are so common, it is important to inform

the population of the technology in their cars.

Currently, the media is focusing on autonomous vehicles and the pros and cons they

could face for the future, and unfortunately, it is not very good media coverage. They are worried

about the advancement of technology and what it means to the world of cars and software. Will

computers outsmart humans, and how far will software go before it can think for itself? Software

already thinks for itself and cars are capable of adjusting and adapting to changing road surfaces

without any input from the driver, like Mercedes Benz Magic Body Control, the radar sensors in

the front windshield of the car scans the road and adjusts the cars suspension to reduce and body

role. Shunning the new ideas, popular media condemns companies for testing these autonomous

vehicles, when there is a new market for what cars can and will do. But with more support from

companies and technological media outlets blasting the advances, the larger media and pick it up

and the opportunity for Mercedes to take over the tech industry will become larger. Mercedes

Benz, in the meantime, should jump at the opportunity to target a new audience.
Objectives

Objectives to measure the success of Mercedes Benz and the promotion of their technological

advances throughout the years.

Measure how many attendees and participants at the Driving event at auto show
o Write press release to get added media coverage at Auto Show
o How many people attended the Auto Show
o Who came to the driving event
o Who actually drove cars and who only received information
o What social media is saying about the event
o How are consumers responding to the Auto Shows event
Walkins at dealerships, what are customers shopping for
o What does the customer look for in a Mercedes based on the new PR plan
o Are more people coming in looking for technological advances, if any
o Measure feedback from consumers in dealerships based on information presented

by sales person in the showroom

Geographical measurements
o Based on region, measure where the more interest for advances are coming from
Whether it be in warm or cold climates
Large cities or small cities
Countries where technology is more advances
Affluent cities
Cities where car companies are huge or tests are being conducted (i.e.

Pittsburgh, P.A.)
Measure sales of cars equipped with technology packages
o Measure how many vehicles are purchased with technology packages
o Do consumers ask for certain technologies in their cars
o Are consumers asking questions and asking for explanations on technologies
o Do consumers ask for demonstrations on technologies and do they ask to test

them
Target Audiences

Target audiences are everything to a company, and when devising a Public Relations plan for a

new sector of an automotive mobile like Mercedes Benz, it is key to take in account consumers

and new perspective consumers.

Known Audiences:

Older business people

Affluent individuals
Luxury enthusiasts
Luxury car brands and premium products
Older and retired
College graduates looking for a luxury, yet affordable car

Perspective Targets:

College engineering students

Software developers
Car technology enthusiasts
Anyone looking for innovate active safety features

Media Targets:

Online and Paper

Motor Trend Magazine

Edward Loh (Editor-in-Chief)

DuPont Registry

Amanda Tyler (Managing Editor)

Caranddriver

Nathan Christopher (Executive Director of Public Relations)

Social Media (With Posts and Multiple Videos)

Instagram

Twitter

Facebook
Strategies

When devising a new plan to expand the possibilities and capabilities of a prominent

automotive mobile like Mercedes Benz, it is important to not only have an idea of the future, but

a clear plan with details on how to execute your goals and how to accomplish them.

The main aspect to focus on is the future and have a clear view of where we could

potentially take Mercedes with a new outlook. Mercedes Benz is known as the top of the line

automaker for luxury cars. With premium leather and supreme craftsmanship. Another

remarkable aspect of the brand is the transparency of how the cars are build. With hand-stitched

leathers and one man per engine in the high-performance division, AMG. With all the things

Mercedes tells its customers that it does perfect, like bring them a one of a kind car, why not

expand on those assets and promote some of the not so known breakthroughs of Benz.

So, the biggest question is, how do we accomplish this? There are a few platforms

Mercedes Benz has its foot in the door in, and it would not be hard to get massive coverage for

this new sector of the company. Tackling social media would be one of the easiest ways to

showcase the old and new features of Mercedes Benz that were firsts, like Anti-lock braking and

Airbags. We contact large car magazines, like Motor Trend or Car TV. These types of companies

have a large following of car lovers and they would love nothing more to be the first to hear

about and write about a new project Benz is working on. Not to mention the technological age

we are in, Mercedes already is making firsts in this field.

We Know We Must
 Mercedes is top of the line
Older individuals love Mercedes
Consumers of Mercedes will buy their
cars regardless of costs
Expand the brand and utilize
consumers to promote
Attract younger people to Benz
Showcase lower end/affordable
models with innovate features
Tactical Elements

Key Messages:

Safety is just as important as performance

Mercedes Benz is made for you
Travel in style and technology, because its normal
Act by buying, and let your car act while driving.

Event:

Host an event with various consumers and target audiences that will showcase the innovative

features of the brand. Invite college students working in software development and engineering.

Have car lover Jay Leno give a speech and background of how cars have evolved over the years.

Social Media:

Post videos on Instagram, Twitter and YouTube of the technological features in Mercedes Benz

Vehicles that stand out. Post links to the website and Tweet about the features that are available

in multiple models and how long theyve been available.

Product Sampling:

Host another event at the New York, Detroit and L.A Auto shows that allows interested people to

test the active safety features and other features available only in Mercedes Benz automobiles.
Event:

Rent out a large venue and a black-tie event, during the day in New York City. Theme

would be black and white. Like a kings ball, where people would talk in to a large showroom

with Mercedes Benz models ranging from the first model to the newest model.

Audiences are welcomed with a glass of champagne and a mobile device that would give

them a rundown of the event and guest speakers presenting. Musical band playing a range of

music, from soft classical to rock, (The object is to appeal to existing customers and new

audiences). People are encouraged to look around the showroom and read about some of the

firsts of Mercedes Benz. Some cars and sliced in half to show the interior, and others show the

safety features in cars and how they work, with demonstrations.

The event would begin with car icon Jay Leno opening the event with a speech about his

history with cars and how he came fascinated by them. Then speech transitions into his love for

Mercedes Benz and innovate technology. After his speech is over, CEO of Mercedes Benz USA,

Stephen Cannon, comes on stage to announce the event and the reasoning for so many people

coming together to one place, and connecting the reason why so many different people are in the

room, the love of technology, luxury and, Mercedes Benz and the power of vision.

The event continues with various presentations from the engineering team to software

developers and designers. The event is made to raise awareness of the new approach of the

company and how innovation and modern technology go hand in hand with the luxury and style

that is Mercedes Benz.

Social Media:

Twitter Posts

Product Sampling:

Event at every auto show. In recent years Jeep as held interactive events that show the off-road

capabilities of its vehicle, where there is an off road course the SUVs can drive around including
ditches and steep inclines. But what makes this unique, is the consumer has the opportunity to

drive the car themselves to truly experience the capability. Mercedes Benz needs to have a

similar even, where safety advances are explained and tested, through both visual simulations

and physical driving.

Course would be outside the Auto Show and consumers can sign up

3 Types of courses

o Autonomous Driving

o Active Safety Features (Such as Predictive Braking)

o Comfortability and Performance tests

There will be an obstacle course where people could sign up and test the various active features

in different Mercedes Benz models, giving a first handle feel for how the innovate technology

really works.
Timeline

January 2017:

Write Pitch letter to New York, Detroit and Los Angeles auto shows about Mercedes Benz testing

event for January 2018 Auto show

March 2017:

Compile a team that will schedule to have different aspects of the obstacle course shipped in a

timely manner for January 2018.

May 2017:

Write Pitch letter to various magazines, including Motor Trend, Caranddriver, DuPont registry,

etc. on the event and how Mercedes Benz is taking a new approach to innovation

August 2017:

Send out invitations to Colleges to invite students and engineers to the event to witness the

technology at the Auto show in 2018.

October:

Send invitations for those Mercedes Benz constituents that already work for the company to

make it to the Auto Show.

November 2017:

Plan for the event and make final calls to all that are supposed to show up and speakers.
January 2018:

New York City Auto show is ready to begin

Evaluation

The expected outcome is to create a new vision for Mercedes Benz, in the eyes of the

consumer. Mercedes already knows what it does well and that it is an innovator of technology,

but we must get the publics to realize that with technology comes innovation and safety. This

gives Mercedes Benz the opportunity to expand on its target audiences and therefore sell more

cars and more money revenue, as well as helping college students studying engineering and

software design land internships and jobs. Helping the community and making the world a safer

and more enjoyable place to drive is key and Mercedes Benz, the pioneer will be the brand to do

so.