Whatever occurred to ‘engineered like no other’?
My colleague Steve Cropley final week requested this about Mercedes-Benz’s erstwhile promoting strapline, which was first talked about in promotional copy in 1956 (with ‘…in the world’ on the tip) and which routinely accompanied the corporate’s publicity till 1995.
It was adopted, for those who keep in mind, by ‘the best or nothing’, a extra nothing than greatest phrase that also will get airtime immediately. It’s the title of a web page on Mercedes’ US web site not less than, though it doesn’t spotlight the tip of any new adverts I’ve seen.
Today, on-line, the place most adverts are seen, Mercedes advertisements are principally signed off solely by the three-pointed star and a clickable hyperlink to a related net web page. Sometimes there’s a distinct, model-appropriate slogan just like the additionally forgettable ‘so AMG’.
There isn’t, then, an overarching single Mercedes message – one factor that you need to affiliate with the model each time you see it.
Maybe in a world the place the mannequin vary and the promoting of it have each modified a lot and the place old-school engineering sits behind, say, type or connectivity, Mercedes doesn’t assume lasting consistency issues prefer it as soon as did. It nonetheless shouts about engineering immediately, however principally by means of its Formula 1 workforce.
The world’s two different best-known automotive practitioners of the slogan artwork aren’t but prepared to present them up.
BMW has toyed with just a few completely different phrases however primarily retains the identical ‘Freude am Fahren’ (‘sheer driving pleasure’) line it first utilized in 1965, adjusting it to ‘the ultimate driving machine’ for its two largest English-speaking markets, the US and the UK, in 1972.
