The automotive market has great economic power and importance in the world, and although production is carried out in different parts of the world, brand, marketing and corporate communication must adopt a holistic and specific approach globally. Until a few years ago, the automotive market was focused on certain manufacturers in Europe and North America, but with the introduction of electric and hybrid cars into our lives, China has also started to make a name for itself. Now, brands that want to exist in the market must differentiate themselves, offer customers something that their competitors do not offer, and update their corporate communication in line with the expectations of the changing generation.

The main reason why we associate the Mercedes-Benz brand with luxury and technology is the brand’s consistent communication. I think we all agree that this communication is not just a superficial approach that includes various gifts, press releases, free driving events and short trips.

Prioritizing innovation that concerns being on the road

Thinking that a big brand like Mercedes-Benz is now only working in the automotive industry today indicates that our horizons are a bit narrow. The spread of electric and self-driving vehicles, autonomous driving experiences and especially the smart designs that have risen with the development of artificial intelligence require brands to adapt to the modern world in different ways if they want to exist in the future.

Especially in these days when we talk more about sustainability and environmental awareness than many other things, it is clear that Mercedes-Benz also aims to be a leader in its own sector in the field of electric vehicles. For example, the concepts of environmental friendliness and luxury used in the marketing activities regarding the introduction of the EQ series cars, which have entered our lives relatively recently, are leading to an approach aimed at reducing the environmental impact we create by using vehicles that use traditional fuels. This point that the brand focuses on is remarkable in terms of providing freedom of movement to people who are on the move in their lives and explaining to people who are concerned about the environment that they can do this without harming the environment.

Multi-faceted communication in the automotive sector

Automotive was a sector that relied heavily on outdoor and TV advertisements, and with the changing understanding of consumption with the generation, the different media people take part in, and even the changing expectations of consumers from the products they buy, hanging a poster of a new car on a busy street or shooting expensive commercials starring famous people on TV seems a bit boring.

We have been seeing Mercedes-Benz quite active on social media channels for quite some time now, which is the biggest indicator that the brand has adopted a multi-faceted communication to reach the new generation. It can be measured from the interactions captured that the strategies for social media are planned in the short and long term, and the inclusion of interactive experiences in this strategy is an important feature that allows the brand to reach people. In this approach, producing branded content in partnership with people who produce content in many different areas of life has an important place. In this way, Mercedes-Benz is not only seen as a luxurious and technological car speeding on a smooth highway, but also as a city car loaded with the shopping of a chef who cooks food from a popular market, a commercial vehicle of a baker who distributes bread in the narrow streets of the city, a mid-size sedan used by a young adult engineer on a weekend vacation with his family, and in fact, the only purpose of looking like this is to show that the brand is a part of our daily lives.

Today, buying a car is not just a process of acquiring a vehicle, but also a lifestyle expression and even a brand loyalty, depending on the requirements of the environment we live in and the time we spend in traffic. Therefore, wanting to have as much experience as possible before buying a car that is quite high compared to the monthly / annual income of most of us / and managing to do this from the comfort of our own home is an inevitable consumer behavior. Mercedes-Benz's pre-sale driving events and even interactive experiences powered by VR / AR technologies are a suitable option offered to consumers to get to know the products. In this way, the impression that the brand values ​​them and the connections with the brand are strengthened in the eyes of the consumer.

The connections between communication and brand loyalty

Mercedes-Benz is a brand that has created trust and achieved brand loyalty through its products, and it should not be ignored that this is not built easily. Investments made on prestige and perception of quality are the most valuable assets of the brand. One of the most important ways to maintain these assets and increase their value is to use the right communication tactics to convey the brand value, the brand's vision and mission as it should be, and to give confidence to the consumer. Whether it is brand new or second-hand, when a customer buys a Mercedes-Benz, they not only buy a high-quality, well-equipped and reliable car, but also a prestigious appearance with a status.

The way to establish the relationship between the brand and the consumer is not only about selling products, but also about maintaining and even strengthening this bond and ensuring that the customer continues their next consumption preference through the same brand. This is another communication activity that Mercedes-Benz successfully carries out. After-sales services, maintenance processes related to products, managing product warranties and a good customer service experience that connects all of these are the most important bonds the brand establishes with its customers.

Multiplying communication channels and having a clear corporate voice

Not only in the automotive sector, but in any business, in the competitive environment we live in, a well-defined and planned communication strategy should not be seen as a luxury, it is a necessity. Developing an effective brand strategy helps to establish a bond between you and your customers, allows you to strengthen the bonds you have already established, and differentiates you from your competitors with whom you do similar work. In this context, Mercedes-Benz's communication strategy is not just about introducing vehicles with good visuals, presenting their technical features or trying to market them in showrooms. Technological developments and innovation integrated with the design philosophy and story, sustainability, interactions with the environment and customer satisfaction are just a few of the titles we can list for a holistic and multifaceted communication style. In this way, when we say Mercedes-Benz, we are no longer just talking about a car brand, but a lifestyle, a good travel experience and even a valuable companion.

The success brought by Mercedes-Benz's corporate communication strategy is clearly seen in the strengthening of brand value, increasing customer loyalty and increased sales performance. In a competitive market, a good communication strategy allows the brand to appeal to a wide audience, from traditional luxury car buyers to young and tech-savvy consumers, balancing the prestigious brand with a consistent and achievable vision for the future.

Your communication strategies are an important force that differentiates your brand from other brands doing similar work. Communication strengthens your interaction with your customers, builds trust and strengthens customer communication; a brand that inspires trust strengthens its position in the market.