Company: DAIMLER AG
Brand value: US$23,410 million
Change since 2018: -1%
Headquarter city: Stuttgart (Germany)
Year formed: 1883
The premium carmaker Mercedes-Benz is best known for its S-Class luxury sedan, and 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 has launched its “5C” strategy, to strengthen its Core business, promote Connected vehicles, adapt its corporate Culture, strengthen the Company and focus on Customers. The new A-Class is the carmaker's first vehicle to be equipped with the MBUX (Mercedes-Benz User Experience), which allows drivers to change the music, temperature and navigation by saying "Hey Mercedes", and to unlock the car via an app. Mercedes plans to launch its electric EQ brand with the EQC SUV in 2019, and by 2022, every Mercedes-Benz will have a fully electric or hybrid version available. The recent brand campaign “Grow up” aims to broaden Mercedes’ appeal to a younger audience. It features US rapper ASAP Rocky and highlights the tensions young people face growing up. Mercedes is a major sponsor of Golf, horse riding, tennis, sailing and E-Sports.