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I found this new motto interesting because it sparked up something that I heard from watching an old episode of Top Gear the other day.

Did you know that the first car to have anti-lock breaking system (ABS) is the Mercedes Benz S-Class? It was also the first car to include airbags.

This new ad campaign highlights Benz’s strengths– its already potent market presence.

I wonder what opportunity this ad campaign is trying to strategically target.  Obviously, it’s trying to portray an image of traditional excellence, but how does that relate to the more aggressive styling of the most recent generation of vehicles?