Challenging Lamborghini and Porsche, Mercedes AMG GT S introduces a “muscular” and “dramatic” new sports car that guarantees better fuel economy, more compact engines, and is faster than ever, according to AMG. Not only that, this new sports car also offers features like a wing-like dashboard to attract a younger customer segment.
From the descriptions above, it is evident that Mercedes is creating new points of difference to distinguish itself from its competitors, who produce sports cars of around the same price with similar functions. Mercedes’ slogan, “The best or nothing”, clearly defines their sports car, as its supreme leather seats and faster outer appeal creates value for their target consumers, who are constantly looking for cool, new, flashy features. Through these minor details, Mercedes gains a competitive advantage as it creates more paths to grow through designing unique features that can expand their customer base.
Mercedes has pinpointed the customers’ need for something more flashy, more admirable, and more exciting than what is already existent on the market, and it has focused on satisfying these consmerr needs in its innovation of new designs. Hence, while its competitors remain stagnant, Mercedes is reaching into new target segments to consolidate its brand image.