“The Journey that changed everything” tells us a very important part of the history of Mercedes-Benz.
For a long time, having a Mercedes-Benz car was something completely aspirational. Many people wanted it, but very few could afford it. Having a Mercedes was synonymous with status, luxury, power. A label with which the brand has always felt comfortable and has known how to play their cards by taking models each more spectacular, in design, performance and price.
Everything changed when they realized that their target audience was greater and that many were starting to die. They should start targeting a younger audience to expand target if they wanted to survive. Thus, they began little by little to change their advertising campaigns, doing funny marketing actions in Zurich, or winks to the community as the Mercedes commercial based on Stranger Things.