Mercedes-Benz to develop new brand strapline

Mercedes-Benz is looking to develop a new brand strapline to bring together its global communications

According to reports, chief executive Dieter Zetsche is keen on the development of a new marketing slogan to better express the marque's premium positioning. Several of its rival German manufacturers have made use of global straplines. Audi uses 'Vorsprung durch technik', while the Volkswagen marque itself uses 'Das auto'.

Until recently, Mercedes' ads used the tagline 'Die zukunft des automobils', meaning 'The future of the car'.

In March, Mercedes-Benz rolled out a new print campaign  created  by BBDO/Proximity in The Wall Street Journal Asia, targeting "intellectual, ambitious, successful male leaders."

In another brand strategy, Mercedes-Benz is also using mobile devices to integrate their products into daily life. The automaker has launched mbrace, a new service for its owners that will allow a car to be locked, unlocked and located - whether stolen or lost in a parking lot. It also has collision notification and roadside assistance notification.