"We invented the automobile - now we are passionately shaping its future. As a pioneer of automotive engineering, we feel inspired and obliged to continue this proud tradition with groundbreaking technologies and high-quality products. (...)
The principle of sustainable mobility underlies all of our thoughts and actions. Our goal is to successfully meet the demands of future mobility. And in doing so, we intend to create lasting value - for our shareholders, customers and workforce, and for society in general."
Karl Benz and Gottlieb Daimler had a vision that was initially a target of extensive discussions. Nowadays, more than a century later, the pioneer spirit is still palpable and each and every one Mercedes-Benz.
The quote above concerns the Group mission statement, by Daimler's words. In this particular TV add, we can tell all about the "groundbreaking technology" and "the principle of sustainable mobility", two of the bigger concerns of the Group: the possibility to manufacture elite cars, not only in aestethic and gadgets, but also to have in mind the environmental and echological responsabilty.
Mercedez-Benz researchers used an, in my opinion, fabulous marketing strategy to promote the new zero-emissions F-Cell hydrogen-fuelled car. They covered it with LED lights - which by themselves are echological - and made it reflect the landscape around the car (with the aid of a videocamera), making it invisible. Germany's streets were filled with astonishment as the invisible car passed by.
But its invisibility cloak extends to its engineering as well: the new F-Cell is zero-emissions, wich means that there's no danger for the environment. Both the technologies (the F-Cell and the zero-emissions) were pioneered by Daimler - not the founder, but a company within the Group were all the techonlogical breakthroughs are researched.
With this add, Mercedes once again positions itself as top of mind, as the provider of elite products which are not only sophisticated, expensive, long-lasting, inovative and beautiful, but also environmental friendly - a 'must have' characteristic in current day and time.
Sources:
Ana Nascimento
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