LyrArc Article Gist
Mercedes sales have seen asharp decline. May 2009 sales were down 33.4%% from May 2008 for the US region. Steve Cannon who heads Mercedes' marketing effort continues to believe that its performance, innovation and technology that will bring buyers back to Mercedes. The company's $75 million ad campaign in the USA for its updated E-Class Series cars, show tv ad spots with scenes of families admiring classic Mercedes cars at the Mercedes Benz museum in Stuttgart, Germany, and scenes of the car down a forested road. The car then bursts through the wall of the museum, and takes its place alongside other Mercedes cars. In contrast other manufacturers, GM, Hyundai, Honda and others are taking account of the economic downturn and lower consumer spending. Hyundai offers to help customers pay for the cars if they lose their jobs, which GM and Ford has matched. Honda is also keeping pricing emphasis. Mercedes only brings up the price at the end of its ad with the number $48,600 shown, a 9% drop in price for the updated E Class Series.