Tag: mercedes

Why Luxury Car Sales Are Booming in India in 2022?
The Indian market has always been an attractive lure for international business houses. Its deep history with the luxury and lifestyle goods industry is showcased in history through the Maharajas of yesteryears who were the ultimate consumers of luxury consumer goods. Be it fashion, accessories, beauty, health or automotive, various brands have found tremendous success within their folds.

When the deadly virus struck in 2019, everything came to a standstill for a few months. Industries suffered and the global economic scenario was grim. As the world inched towards normalcy, the following months were uncertain and fraught with worry.

A couple of years later, the world post the Covid-19 pandemic has returned with a vengeance. The luxury car segment has reached its pre-pandemic sales levels and is, in fact, set to grow even further. Valued at USD 1.06 billion in 2021, the Indian Luxury Car Market is set to reach USD 1.54 billion by 2027 registering a 7% CAGR growth.

“We have entered 2022 with a very strong order book. From what we have seen in the first five months, the trend looks positive,” says Lamborghini India Head Sharad Agarwal.

“Post Covid we have seen a huge comeback from the market. Our demand currently is one of the best ever demands we have seen in our existence in India. During the first quarter we did close to 4,000 cars and now an order bank of around 5,000 cars we have moving forward. This kind of a strong booking, order bank, we have never seen in the past,” said Santosh Iyer, vice president, sales and marketing, Mercedes-Benz India

Luxury Cars and the Indian Market
Why Did Luxury Car Sales Surge in India?
Future of the Luxury Cars in India

Luxury Cars and the Indian Market

India welcomed its first luxury car brand Mercedes-Benz into the market in 2004. It enjoyed a market monopoly till 2006 when BMW made its appearance in India, followed quickly by Audi in 2007.

Over the years, these three companies have vied for that top spot in terms of sales volume and have replaced each other a few times. The primary reason for this was new product launches, particularly in the smaller and more affordable models.

2010 was the year when these top three companies saw a high surge in sales numbers and recorded YOY growth of almost 82%. This was due to the rise in the affluent population. The Indian economy was surging and so was the disposable income. This marked an increase in consumer confidence and the willingness to splurge on a premium car.

The biggest setback to the automobile industry came in the year 2016. The primary reason? Demonetization. Of course, the curb on the sale of diesel vehicles in the first half of the year had also contributed to it. So, the industry saw a marked drop in sale volume for the first time in a decade.

2017 saw the Indian government revising its GST structure that was applicable to luxury cars. Despite this and the fact that the overall sale volume growth was slow, the luxury car industry bounced back and the sales number was back on track. 2017 became the best year for all the players of luxury cars in the Indian market.

Why Did Luxury Car Sales Surge in India?

Over the next decade, while the industry saw ups and downs, the broader optimism persisted showcased via sales numbers. Even the average age of buyers dropped from 45 years to the mid-30s.

A new India was emerging with a new breed of entrepreneurs. Companies had begun offering higher and healthier pay packets to individuals passing out from top colleges and institutes.

All this added to the pool of ever-increasing high-net-worth individuals creating a bigger pool of prospective buyers. The economic growth and development in tier 2 and tier 3 cities of the country meant an increase in demand for luxury cars within these cities as well.

There is a strong reason for this surge in demand and the confidence in continued growth and demand for luxury vehicles in India.
- Currently, India is adding the second highest number of billionaires to the world.
- The buyers of today are first-generation entrepreneurs as opposed to the third or fourth generations before.
- The customer base has expanded greatly.
- Luxury car brands have increased the localisation of production, manufacturing and assembling to avoid high import duties.
- This has greatly reduced the total cost of these cars making them attractive to the price-sensitive Indian market.
- Pre-owned luxury cars have also found a large niche within the market.
The other segment within the luxury car market that is making waves with the new generation is the launch of electric vehicles. The advanced technology that supports electric vehicles makes it an attractive buy. Most luxury car brands are venturing into the electric car segment and also making plans to localise their units to make their prices attractive to their buyers

Luxury Car Sales in India

Future of the Luxury Cars in India

As a market, India is price sensitive and it is no different even in the premium luxury segment. Luxury car brands have studied, understood and addressed the concerns of the Indian market.

There is a huge scope of growth for this segment within the Indian market as currently the penetration of these brands only stands at 1%. With the fast-paced growth of the Indian economy and the quick rise of a new generation of billionaires, the future looks bright.

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Conclusion

The luxury car market is expected to see new entrants with every new launch and product. The growth of this segment looks remunerative driven by network expansion, deeper penetration into other markets with new and pre-owned car dealerships and expansion into complementary functions including car financing and customisation.

FAQs

Which luxury car is sold the most in India?

Mercedes-Benz E-Class is the most sold luxury car in India. The luxury carmaker sold 2,839 units in FY22.

What has happened to the demand for luxury cars in India?

The demand for luxury cars was impacted due to the covid 19 lockdown but the demand drastically increased in 2022.

Is the luxury car market growing?

The luxury car market was valued at USD 1 billion in 2021 and is expected to reach USD 1.54 billion in 2027.
July 19, 2022
Four Revolutionary Marketing Campaigns by Mercedes Benz

We all know Mercedes fiercely competes with BMW! Marketing is such an awesome tool if mixed with the right kind of humor + emotion + need. ✔️ And, with the right mix – you get a brand that stands out from others. Why? Because, they don’t market, they relate!

Mercedes Benz is a well-known name in the field of luxury products. The automotive industry is quite wide now and is seeing a great increment in its makers. Earlier, the competition between each luxury brand was limited to their name and loyal customers. However, now the competition is huge and includes almost every aspect of the automotive vehicle industry.

The best practice to get yourself or your products noticed is by taking the help of advertisements. There is nothing hidden about the use of advertisements by the big brands to make themselves more noticeable or introduce new products in the market.

Even the automotive industry has the same agenda and if you believe the history, many healthy competitions are noticed taking place between different brands by the means of advertisements. For this article, let us look at the biggest marketing campaigns of Mercedes Benz.

1. Life Gets Big
2. Unlock With Mercedes Benz
3. Are You AMG- Ready
4. Merc From Home

1. Life Gets Big

Life Gets Big is an introductory campaign launch to highlight the features of the Mercedes Benz T-Class. The campaign was launched internationally and was developed by the Mercedes Benz lead Van agency Preuss UND Preuss Berlin.

Mercedes Benz’s “Life Gets Bigger” signifies an improved space within the car that is sufficient for one family. The rear windows provide perfect space for three kids to hop in or for any other pet to take their place. The van has sliding doors that enable better surfacing of doors while in use. Overall, Mercedes Benz wanted to show that “When Life Gets Bigger”, the Mercedes Benz T-Class will be waiting for acceptance.

The ad campaign includes a 30-second and 60-second video ad and also some other forms of advertisements to share the information about the campaign “Life Gets Bigger”.

2. Unlock With Mercedes Benz

Unlock With Mercedes Benz was a campaign launched before the start of the festive season in 2021. It was estimated to be launched from the first week of September till the end of festivals. The reason behind launching this festival was quite different from other basic campaigns. It was introduced as an unlocking point for people after the pandemic and lockdown.

The change with this campaign was to provide easy EMI options on the selected models of the brand and it was also packed with insurance policies.

The thing to note about this campaign was not the offers related to it but the reason behind it. As per Martin Schwenk, MD and CEO, Mercedes-Benz India, “Unlock With Mercedes Benz” is a campaign to revive the sentiments of customers by availing them with the option of unlocking their dreams, finding their inspiration, and undertaking new journeys to explore different adventures.

The campaign will allow the customers ownership and financial details and make a move to unlock their needed practice.

3. Are You AMG- Ready

The campaign “Are You AMG Ready” was specially built to introduce the subsidiary brand of Mercedes Benz named Mercedes AMG. This campaign also covers all the aspects of the AMG model and makes it a promising one. The campaign includes one 60-second long film and four different 30-second videos all demonstrating different brand models of AMG.

The Are You AMG- Ready campaign stands for the message of “This is our legacy, imagine our future. Are you AMG-ready?”.

The campaign is mainly introduced to implement the change of a brand into a performance-based luxury brand.

As per Philipp Schiemer, CEO of Mercedes-AMG GmbH, the performance of the AMG brand will be combined with the luxury of tomorrow to provide a strengthening bond for Mercedes-AMG.

The campaign mainly targets loyal customers and is willing to be tied up with them. Another targeted customer falls in the range of lifestyle-oriented groups who are willing to get some special kick with the most sustainable consumption pioneer.

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4. Merc From Home

The campaign Merc From Home was initiated and launched in 2020 with another great revolutionary method to implement for their customers. The campaign was introduced to make the car buying process much simpler and to enable the whole process of purchasing a luxury car available at the ease of home and by the means of the digital process.

The campaign “Merc From Home” provides an easy and clear method of purchasing the brand product from the comfort of each individual’s home. The process allows complete steps right from the preparation of the car to the fulfillment of the payment by the means of a digital platform.

To promote this campaign, every outlet of the Mercedes Benz in India will be connected with the e-commerce platform and will enable the online purchasing of the product.

The campaign also features an online consultation studio by taking the help of virtual platforms. To have a hassle-free experience, the eCommerce platform is supported by backend processes to provide proper security in the transactions and include steps that provide maximum clarity for the customers to take their points.

The above graph shows the worldwide unit sale of Mercedes Benz from 2019-2021

Conclusion

Marketing strategies provide a great way for every brand to get its share of market visibility. All the luxury car brands have their dedicated team to deal with marketing strategies for their products. For some, these strategies provide a way to increase their sale whereas few brands target their competitors using different strategies.

It is also noted that many healthy debates take place. When we will at the history of different brands marketing openly about their products, many reformative ideas will be found within them. Similarly, in the above text, some of the most known marketing campaigns are explained.

FAQs

How does Mercedes Benz promote their products?

Mercedes Benz uses different ways to promote its products. The most common way is to advertise using television, Online/ Digital advertisements, and print advertisements.

How did Mercedes Benz become a market leader?

Mercedes Benz got its chance to become a market leader because of the undivided focus shown by the team of Mercedes Benz and a few useful tactics that help to increase the customer experience. Many other similar reasons finally made the Mercedes Benz a leader in the industry.

How does Mercedes Benz use social media?

Mercedes Benz uses social media along with the addition of a few extensive microsites. Mercedes Benz also made a few campaigns to raise awareness using social media.

What is Mercedes Benz’s business strategy?

The strategy used by Mercedes Benz for its business application is termed “Differentiation Leadership and Strategy”. The prime focus of the team is mainly on the marketing aspect of the firm.

July 14, 2022
Incredible List Of Top 9 Best Storytelling Ads
We have been telling stories forever and our brains have evolved to love them eventually because a story tends to make information way more memorable. Now, we have harnessed the power of storytelling power for marketing. Storytelling in advertising is really important as it hooks the customers and increases brand awareness.

These best storytelling ads tell not only real-life stories but, historical tales and inspirational accounts and while they differ in their delivery, they all cause a multitude of emotions in viewers. We have curated a list of best storytelling ads.

Your brand is story unfolding across all customer touch points. – Johan Sachs

What are Storytelling Ads?
Top 9 Best Storytelling Ads
Top Storytelling Trends in the Advertising Industry

What are Storytelling Ads?

Storytelling ads are passively developing the strength of emotional connection in advertising. These storylines are basically emphasizing ones like “dramatic story,” “powerful history,” “love the storyline” and “tells a meaningful story”. We use storytelling marketing as a means of using a narrative to communicate a message to people.

The main aim is to make the viewer aspire so that it’ll inspire them to take some action. Storytelling in marketing helps consumers to understand why they should take concerned about something. It can be said that a storytelling ad sometimes also works to humanize your brand.

The human brain is genetically wired to love storytelling, and in today’s world of content overload, a well-told story is often a marketer’s best chance to capture the attention of their audience.

For instance, every Rakshabandhan (Hindu festival which symbolizes the selfless love between brothers and sisters) Cadbury, Dairy Milk always advertises with a story and a special bond and comes up with its pack of chocolate boxes. So does, every brand is eventually adopting nowadays.

Storytelling advertising is not just limited to film; stories can be told in pictures, verbally, or in written form. Because stories can help sellers achieve cut-through in a marketplace in a way that could be: by design distracting, creating advertising that resonates with people, and sticks to it.

Top 9 Best Storytelling Ads

These top 10 best storytelling ads have no fewer than eight emotions that fire, an impressive feat when many ads struggle to fire on more than one.

1. Mercedes – Bertha Benz

Rank Brand Ad Title Length Narrative Score

1 Mercedes-Benz Bertha Benz 1:00 10

This ad hit on a wide spectrum of emotions with the connections relating to powerful messaging, inspiring, and heartfelt feelings. This is the top storytelling ad through which Mercedes- Benz excelled at delivering information in an entertaining manner with a motive.

2. Travelers – Legacy

Rank Brand Ad Title Length Narrative Score

2 Travelers Legacy 1:00 10

Both of the ads Legacy and Footsteps were among the best storytelling commercials. One was ranked 2nd and the other behold 10th position. The Travelers insurance ads outperformed many other insurance industries on every quantitative measure and evoked similar emotions in both of these ads. However, the “Likeability” factor laid the stronger storytelling spot in “Legacy”, which turned out to be the better performer of the two with an ace score.

3. Charles Schwab – My Journey

Rank Brand Ad Title Length Narrative Score

3 Charles Schwab My Journey 1:00 10

Charles Schwab – MY JOURNEY

This ad also hit a wide audience. Kelly’s real-life narrative in Charles Schwab’s “My Journey” grabbed a lot of attention at significantly different levels. The story was Powerful and Inspiring with a message of Corporate Responsibility to its viewers. However, over the lack of ‘product details,’ they were at 3^rd position.

4. Hallmark’s – Mom’s Love is for Always

Rank Brand Ad Title Length Narrative Score

4 Hallmark Mom’s Love is for Always 0:30 9.3

Hallmark – MOM’s LOVE IS FOR ALWAYS

Hallmark in fourth place tapped into heart-warming emotions which surely established the relevance for the product in the mind of customers. Emphasizing the occasion of Mother’s Day, the card is a must for those who are celebrating motherly love.

The intense emotion of heartfelt feeling scored rare in the narrative of the storytelling ad. The impressive part of this ad is, that it scored in the rare territory for an ad where there was only single emotion. Only less than 2.9% of ads score above 9 for a single emotion.

5. Principal Financial – Dream Car

Rank Brand Ad Title Length Narrative Score

5 Principal Financial Dream Car 1:00 9.2

This ad was even more successful ‘quantitively’ than Charles Schwab’s “My Journey”. This ad was basically built on the emotion “Desire” which eventually resulted in positive consideration among 55% of its viewers.

6. University of Phoenix – Discover Your Wings

Rank Brand Ad Title Length Narrative Score

6 University of Phoenix Find Your Wings 1:00 8.6

This famous ad parallels a child’s bedtime story wherein his mother is going back to his school. Its Likeable and Inspirational message has been one of the strongest performers in its category.

7. Verizon – First Responders

Rank Brand Ad Title Length Narrative Score

7 Verizon First Responders 1:00 8.2

In the ad of Verizon’s 60- second Super Bowl spot, Los Angeles Chargers’ Head Coach Anthony Lynn got an opportunity to meet and thank his personal heroes. This ad hit on a different level to its viewers with emotions of Inspiration, a Heart-warming, Powerful message with good storytelling.

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8. Jim Beam – Raised Right

Rank Brand Ad Title Length Narrative Score

8 Jim Beam Raised Right 1:00 8.2

Holding onto the eighth spot, this ad pays tribute to the brand’s heritage. The historical context along with the story narrative delivered more information than most of the liquor ads out there. In fact, Jim Beam’s ad particularly scored 30% above liquor norms.

9. Nike – You Can’t Stop Sisters

Rank Brand Ad Title Length Narrative Score

9 Nike You Can’t Stop Sisters 1:00 8.2

This ad earned above apparel norm score on attention and likeability and it’s presumed only because of a story between the heart-warming and poetic imagery. According to some observations, it was Nike’s lowest-scoring ad on Desire and on Relevance too.

With very subtle branding there was no explicit link to the story. This shows that sometimes outstanding storytelling, alone does not make a top-notch ad.

Here are some of the top 9 storytelling trends in ad marketing that industry experts should be aware of in the foreseeable future.

Top Storytelling Trends in the Advertising Industry
- Data-Driven storytelling
- Stories that are directly sourced
- Brands becoming associated with immersive podcasts
- Companies and Brands hiring public relations companies to create their stories
- Sparklines provide a visual representation of data
- Visual storytelling focuses on driving the narrative in the frontline
- Storytelling Marketing helps customers to learn about food brands
- Advertisers should tell stories via new “Digital Realities”
- Marketers like to direct Influencers to tell stories their way
Although we’ve got more technology at our levels than in early times, the power of a simple story always beholds everyone firmly. However, if you choose your ad to tell a story then ‘as long as you spin a good yarn’ with an intriguing plot, compelling characters, and plenty of emotion—will keep your audience captivated.

Conclusion

Storytelling marketing not only opens up a world of creativity for marketers but also enables brands to communicate key messaging in a way that needs no explaining. Here’s a top-secret: It’s all about balancing an insight with killer creativity because no story, no glory.

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FAQs

What is Storytelling ads?

Storytelling ads are passively developing the strength of emotional connection in advertising. These storylines are basically emphasizing ones like “dramatic story,” “powerful history,” “love the storyline” and “tells a meaningful story”.

Which are the best storytelling ads?
- Mercedes – Bertha Benz
- Travelers – Legacy
- Charles Schwab – My Journey
- Hallmark’s – Mom’s Love is for Always
- Principal Financial – Dream Car
- University of Phoenix – Find Your Wings
- Verizon – First Responders, Jim Beam – Raised Right.
Which is the best advertising platform?

Social Media, Print Media, Television, Radio, Direct Mail, and Email are some of the best advertising platforms.
February 23, 2022
Can Tesla Sail Through Competitive Indian Seas?
Tesla is an electric vehicle producer headquartered in California. It was founded by Martin Eberhard and Mike Tarpenning in 2004. The company was named as a tribute to electrical engineer Nikola Tesla. In February 2004, via a US$6.5 million investment, X.com co-founder Elon Musk became the largest shareholder of the company and its chairman. He has served as CEO since 2008. The company manufactured its first car in 2009, named The roadster. It was followed by new and efficient models ever since.

Tesla’s Ingenuity
Tesla’s Global Headstart
Tesla’s Gateway to India
The Anticipated Competitors of Tesla
Tesla’s India Specific Challenges
Conclusion
FAQs

Tesla in India Analysis

Tesla’s Ingenuity

Tesla Supercharger
- Tesla supercharger is a fast charging vehicle technology made by Tesla. It is a 480-volt direct current fast charger for all their electric cars. The Supercharger network was introduced on September 24, 2012, with six Supercharger stations. As of February 18, 2021, Tesla operates over 23,277 Superchargers in over 2,564 stations worldwide[2] (an average of 9 chargers per station).
- Tesla launched the “Destination Charging location” network in 2014. Equipping chargers to hotels, restaurants, shopping malls and resorts to provide on-site vehicle charging at twice the power of default home charging.
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Tesla’s Global Headstart

Tesla broke ground on the Gigafactory in June 2014 outside Sparks, Nevada. The name Gigafactory comes from the word ‘Giga,’ the unit of measurement representing “billions.” The Gigafactory is being built in phases so that Tesla can begin manufacturing immediately inside the finished sections and continue to expand thereafter.

Tesla opened its first Gigafactory in Shanghai, China. It was impressively built in less than Six months. It was also the first automobile factory fully owned by outside authority in China.

Gigafactory (Image via Tesla)

Watch Below Governor Brian Sandoval and Elon Musk, Chairman and CEO of Tesla Motors, announced that Nevada has been selected as the official site for the Tesla Gigafactory. Tesla will build the world’s largest and most advanced battery factory in Nevada which means nearly one hundred billion dollars in economic impact to the Silver State over the next twenty years.

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Tesla’s Gateway to India

Tesla India Motors And Energy Private Limited is a subsidiary of Tesla Inc. The company was registered on 8 January 2021 in Bengaluru, Karnataka. It has officially registered with the Registrar of Companies in India at its Bengaluru office. Transport Minister Nitin Gadkari has confirmed the entry of Tesla in India

Tesla should “make cars in India, sell in India and export from India,” and rely on local suppliers, Gadkari said at an India Today Conclave

Though there has been no formal announcement by the company on its India plans yet. Whatever be the plans the company is asked to manufacture and then sell in India and not to sell cars “Made in China”.

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The Anticipated Competitors of Tesla

The Future is Electric, this is not a future sentence anymore. We are already witnessing companies manufacturing and people moving to Electric vehicles. Several top performers in this field in India are pointed below.

Tata Electric

Tata EVs | Tata Electric Vehicles

Tata is an already established and trusted brand in India. In order to boost EV future plans the company plans to invest $1 Billion Tata Motors electric vehicle subsidiary, Tata Electric. Tata Motors recently struck a deal to raise Rs 7,500 crore from TPG Rise Climate and Abu Dhabi’s ADQ. This is a major fundraising by an Indian carmaker to boost the clean transportation segment. For now the company has introduced two EVs in market:
- Tigor EV
- Nexon EV
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Hyundai

Hyundai KONA Electric

Hyundai Motor Company is a South Korean multinational automotive manufacturer headquartered in Seoul, South Korea. They also hold a dominant share in Indian car segment through their operations in India. They launched their first EV, The Kona Electric to tap the newly formed demand in this sector.

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Mahindra Electric

Mahindra Electric car

The automotive giant is not left behind in the market of EVs. It has already started to manufacture automobiles that are powered by electric means.

Examples Include:
- eVerito
- eSupro
- e2oPlus and more
Morrison Garages India

Morrison Garages

British automotive founded by Cecil Kimber in the 1920s, and M.G. Car Company Limited.The Indian subsidiary was set up in the year 2017 and began its sales and manufacturing operations in 2019. Now, it is a celebrated car brand in India. Last year it came up with the MG, ZS EV. The MG ZS EV is not just India’s first pure Electric Internet SUV, but also a catalyst for change. The EV is powered by i-Smart EV 2.0. Style, substance, performance.

Mercedes Benz

The car brand that is synonymous with luxury, came up with an all electric vehicle in oct 2020. The Mercedes Benz EQC Electric, with the same elegant style and the same robust lux that is always expected from the automobile manufacturer.

Mercedes EV Launch

Tesla’s India Specific Challenges

Charging Infrastructure

The one necessity of electric vehicles is its charging demands and it’s a new concept to the world. So generally charging Infrastructure becomes a little problem for developing countries. In a developing country like India, The charging Infrastructure that is needed to jump on the EV trend is not ready. There is a lot of space left to fill in this domain. The Government of India is trying and boosting the process to develop the infra as soon as possible.

Cost

Another crucial thing in an EV is the battery, The lithium Ion battery. Every EV is powered by a battery that has to be imported in India. In case of four wheelers, Most EVs in India provide a range of 200 to 250 km and cost between Rs 14-20 lakhs which does not give a cost advantage compared to higher range cars in the same price range.

Lack of Renewable Energy

In India most of the electricity is made by coal burning. If we see EVs running in our markets then electricity demand will shoot up. Which will moreover push the companies to produce more and more electricity. Which will cancel out the motive of reducing the greenhouse gas emission because coal burning itself emits GHGs.

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Conclusion

Tesla has plans of getting in the Indian market and most probably it will enter. But the company will see many aforementioned edges and challenges that will ruffle their feathers, Like the Charging Infra, GHG emissions and Cost control issues. Moreover, seeing the current face of the government, and watching the relations with China, it will oppose selling “Made in China” cars in Indian Markets. Either Tesla has to start manufacturing in Indian Borders or have to find other ways to tackle the obstacle. In a nutshell, we can say that If the company has to expand and plant roots in our subcontinent, then it has to be agile and innovate in accordance to the demands here. It will have to improvise a bit.

FAQs

Is Tesla allowed in India?

Tesla has got approval for four of its variants by the Indian government.

Which Indian company ties with Tesla?

Sona Comstar Ltd., Sandhar Technologies Ltd. and Bharat Forge Ltd. are among some Indian companies already supplying components to Tesla.

Does Tesla manufacture only electric cars?

Tesla builds not only all-electric vehicles but also manufactures scalable clean energy generation and storage products.

Who is Tesla’s biggest competitor?

Some of the Tesla’s competitors are:
- Tata Electric
- Hyundai
- Mahindra Electric
- Morrison Garages India
- Mercedes Ben
October 19, 2021