There are so many brands of car in the market nowadays. I have watched more that a thousands ads that promote the different brands of cars using different marketing or psychology tactics. But the question arises on why I am still a loyal supported of Mercedes Benz. Why if given the opportunity, I will go for Mercedes without a second thought?
Back in Malaysia, due to tax, the most affordable Mercedes which is a C-class costs RM 250,000? Other same luxury cars like Toyota Camry and Honda Accord are only about RM 150,000. What makes the difference so huge that it will cost the customers another RM 100,000 just to get the most affordable Mercedes?
If you are a non car lover, you might just think that the company has overprice its cars in order to obtain a high profit margin. Or, maybe you might think that it is due to the specifications of the car, the quality of the car. However, I think it’s way beyond the quality of the car.
Almost in every drama in Asian country, Mercedes Benz’s cars are used to symbolize wealth of the characters. Just like Nike, Apple, Starbucks and other consumer product brands, Mercedes Benz is undeniably a symbol of status and image. Mercedes users are projected to be cool, classy, rich, stylish and so on. They are willing to pay a very high price for a Mercedes because the enjoy the positive reinforcements that are created by using the car.
Mercedes ads often relate stylish main characters, businessmen, with their cars. This is their marketing strategy, which is to relate Mercedes with high status. It’s worth a lot more than a Camry it provides a higher level of customer values to their consumers. When the people look at their cars, they will think of “Ooh it’s a Mercedes Benz.” That’s why Mercedes is able to maintain it’s image as the leader of the luxurious car industry.
