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The German car giant Mercedes-Benz has been on a three-year journey of digital transformation since linking up with Publicis Groupe and now plans to reinforce both its luxury and sustainability credentials—while also adapting to the post-pandemic realities of car buying.
Although it saw revenue decline 7.76% in 2020—dropping from about $128 billion to $118 billion—Mercedes outperformed many in the industry, with Edmunds estimating the new-car industry saw a 15.5% plunge in revenue.
While still daunting, those “better than expected” numbers are credited in part to the strategy adopted by Mercedes after selecting Publicis Groupe as its global transformation agency of record.
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