Now we know why Mercedes-Benz wasn't happy with the 'Engineered Like No Other Car in the World,' theme that preceeded Scali, McCabe, Sloves' 'Sacrifice Nothing' campaign. Deputy chairman of Mercedes-Benz AG Helmut Werner recently called the company's S-class cars, which have disappointed in the sales department, 'over-engineered.' The poor showing of the big, expensive sedans contibuted to arch-rival BMW passing M-B in worldwide sales. Analysts and dealers said Mercedes has not addressed 'value' in its product offerings, and is in danger of becoming too far out of reach to too many car buyers. So Werner, who becomes ceo in May, said the company is developing a sport utility vehicle and a minivan, both of which will become available in the U.S. Later this year, Mercedes will bring out a new 190-series, the least expensive in the lineup, and introduce a station wagon version. Scali, which will break a new flight of TV ads in the spring, is said to have come up with a lighter tone for the German car maker than in its first batch, which met mixed reviews last fall.
Copyright Adweek L.P. (1993)