Company: DAIMLER AG
Brand value: US$22,129 million
Change since 2019: -5%
Headquarter city: Stuttgart (Germany)
Year formed: 1883
The premium carmaker Mercedes-Benz has worked to establish a reputation for innovation and a commitment to quality. As the brand adapts to changes in consumer demands for mobility, it is shifting its focus from manufacturing premium cars towards broadening its role as a provider of mobility services. At the same time, it is using connected technology to improve the driver experience; drivers can unlock their car via an app and say “Hey Mercedes” to change the music, temperature and navigation. MBUX (Mercedes-Benz User Experience) technology was at the heart of brand communications in 2019, most prominently in the Superbowl spot for the new A-Class sedan. Advertising has also focused on Mercedes-Benz SUVs; it has launched an updated GLE model as well as a newcomer to the range - a compact SUV called the GLB. The brand’s electric EQ brand launched in 2019 with the EQC SUV. By 2022, every Mercedes-Benz will have a fully electric or hybrid version available. Mercedes-Benz is a major sponsor of golf, horse riding, tennis, sailing and E-sports.