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OVERALL INDUSTRY HIGHLIGHTS
Mercedes dominates both the Luxury Car and the Luxury SUV/CUV segments during December. Both ads achieve success by focusing on key messages and themes, such as safety, performance, innovation, and quality. Vehicle demonstrations and engineering laboratory vignettes help legitimize the ad claims and make the ads very relevant and relatable to the audience. Both ads position Mercedes as a premier, high-quality manufacturer that will stop at nothing to produce the best product possible.