Mercedes launches new slogan: The best or nothing

To coincide with a major product offensive, Mercedes has unveiled a new slogan - "The best or nothing."

Set to be launched today (June 11th), the new motto is meant to exemplify "perfection, fascination and responsibility" as core values for Mercedes-Benz. It will be used in a major media campaign (print, TV and internet) that will feature a revised star logo with a three-dimensional appearance.

So why drop "Unlike Any Other" for "The best or nothing"? It's part of Mercedes' new strategy to highlight the fact that the company is introducing 16 new models by 2011. Besides the smart fortwo electric drive, the B-Class F-Cell and the A-Class E-Cell, Mercedes will make engine start/stop systems standard equipment. While eco-friendliness may please some, we're more interested in the new BlueDIRECT engines.

The naturally-aspirated 3.5-liter V6 will produce 306 PS (301 bhp / 225 kW) and 368 Nm (272 lb-ft) of torque, while the twin-turbo 4.6-liter V8 churns out 435 PS (429 bhp / 320 kW) and 700 Nm (516 lb-ft) of torque. Despite being more powerful than their predecessors, the new engines will boast massive fuel efficiency gains of 24% and 22%, respectively.

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Automaker Mercedes
Article type Corporate/Financial
Tags mercedes-benz global brand strategy, the best or nothing