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OVERALL LUXURY INDUSTRY HIGHLIGHTS
Mercedes dominates both the luxury car and luxury SUV/CUV segments in February. Both top performing ads have been top performers in previous months as well. These ads continue to resonate with luxury consumers because they are informative, focus on key themes (like safety, innovation, and performance), and use real-life vehicle demonstrations to ‘put their money where their mouth is’ so to speak and show the unique benefits of owning a finely crafted Mercedes. These ads position the Mercedes brand as a superior brand, but they do so without appearing pretentious.