Mercedes-Benz is a Stuttgart based subsidiary of the German manufacturer Daimler. It is one of the leading premium car manufacturers, which has been ranked by the Indian youth as the number one auto brand under the Economic Times Brand Equity ‘Most Exciting Brands’ annual study 2012. Mercedes-Benz has also been ranked at number nine across all the categories coming under the ‘Most Exciting Brand’ study. The study was conducted based on the opinions of 15-24 year old Indian youth from metro cities – Delhi, Mumbai, Bangalore and Kolkata.
An annual research exercise from Brand Equity and Nielsen, “Most exciting Brands” takes cues from what the youth in this country are looking for. Being one of the most populous nations in the world and with 70% of the population below the age of 35 years, the youth of this country is the major force behind the growing consumption of luxury products in India. The youth is also very selective in their choices and brand conscious. The results also reflect brands that are trendy, buzzy and exciting.
Mercedes-Benz is the oldest automobile brand existing in the market. The company has a huge product line-up featuring all major luxury segments from SUVs to luxury saloons. They have a wide appeal as well as a very recognized brand in India. This will give a boost to the overall brand image of Mercedes-Benz as it is normally considered to be an old man’s automobile as compared to the more youthful BMW and Audi. The company in the future is looking at expanding its portfolio in the Indian market and bringing in more exciting and striking models which will appeal to the younger segment of buyers like the A-Class and the CLA.
