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Mercedes Benz, a name synonymous with luxury, performance, and innovation, stands out as one of the most iconic brands in the automotive industry. The history of Mercedes Benz is rich and storied, but in this discussion, we will delve into the operations of Mercedes Benz USA (MBUSA), the division responsible for the distribution and marketing of Mercedes Benz products in the United States. Headquartered in Montvale, New Jersey, MBUSA oversees two dealership locations in northeast Ohio, one in Willoughby and the other in Bedford.
In addition to Mercedes Benz vehicles, MBUSA also manages the distribution of Maybach, Smart, and Sprinter vehicles.
While officially founded in 1965, MBUSA began importing Mercedes Benz vehicles as early as 1952, with the iconic 300SL Gullwing leading the way.
The division was established under the guidance of Max Hoffman, and today, it is led by CEO Steve Cannon. Other key figures at MBUSA include Harald Henn, CFO and VP, Inigo Mazquiaran, GM of Corporate Finance, and Joachim Schmidt, Executive Vice President of Sales & Marketing.
With a workforce of over 1500 employees, MBUSA has expanded into a nationwide organization, supported by 356 associated dealerships employing 21,500 individuals.
Operating within the competitive car dealership industry, MBUSA has made a significant impact on the market, with 305,072 passenger vehicles sold in the U.S.
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in 2012. Conducting a SWOT analysis, we can identify the strengths, weaknesses, opportunities, and threats that MBUSA faces in the industry.
Strengths:
1. Strong brand value and global leadership in premium cars
2. Pioneering innovation with the introduction of diesel engines, fuel injection, and anti-locking brakes
Weaknesses:
1. High maintenance costs associated with Mercedes Benz vehicles
2. Premium pricing compared to competitors
Opportunities:
1. Development of hybrid and fuel-efficient vehicles for the future
2. Growth in the luxury automobile market and rising incomes
Threats:
1. Escalating fuel prices
2. Intense competition from global automotive brands
The competitive landscape for MBUSA includes renowned brands such as BMW, Porsche, Audi, Volkswagen, Jaguar, Ferrari, Aston Martin, and Volvo.
Operating within an oligopolistic industry, MBUSA aims to establish itself as the leading premium automobile brand globally, exemplified by their motto, "the best or nothing."
One of the key opportunities for MBUSA lies in the growth of the economy, as evidenced by a 15% increase in car sales compared to the previous year.
The company's strength lies in its history of innovation and technological advancements, setting the benchmark for excellence in the industry. The allure of Mercedes Benz vehicles, such as the all-new 2014 S-Class, continues to captivate consumers, showcasing the brand's commitment to superior quality and performance.
Ultimately, the competitive advantages and unique selling propositions of Mercedes Benz vehicles are reflected in the sales division of MBUSA. The division's dedication to excellence, coupled with a focus on innovation and customer satisfaction, positions Mercedes Benz as a leader in the luxury automotive market.
Mercedes Benz USA: Driving Excellence in the Luxury Automotive Market. (2016, Jul 28). Retrieved from https://studymoose.com/mercedes-benz-marketing-plan-essay
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