Mercedes as a taxi
In the spring, Mercedes headquarters said that the taxi package had not withstood a review of the product portfolio. It is said that Mercedes Benz will focus on luxury cars in the future, but the cabs no longer seem to fit into the image. The classic taxi business no longer seems to be up to date. Prices and interest rates have also already been raised.
New corporate strategy
Mercedes wants to be a luxury and technology group that produces the most desirable cars in the world. Quality instead of quantity is the new company credo.
Center of Excellence
The factory in Sindelfingen produces the cars at the top of the price scale, into which Mercedes plans to invest three quarters of all investments in the future. The Center of Excellence is essentially the brand's realm for profitable exclusive customers.
Daring strategy
Mercedes' strategy is economically smart, says Jürgen Gietl, brand expert. Higher profits could be achieved in this segment than with small vehicles. However, as a luxury brand, Mercedes must meet these high standards holistically. But she doesn't really do that consistently.
Loss of the traditional brand essence?
The change of course is not perceived very positively. With its luxury campaign, Mercedes is in danger of losing the popularity that the brand has developed since the early 1980s.
Uncertainty caused by secrecy
The entry-level segment should be thinned out. Instead of the current seven, only four car variants will roll off the production lines in Rastatt in the future. To this day, no one knows which one. This unsettles many people.
Source:
SWR market check / film author: Thorsten Link
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