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OVERALL LUXURY INDUSTRY HIGHLIGHTS
In August, Mercedes captures the top spot in both the Luxury SUV/CUV and the Luxury Car segments. Both ads contain a strong focus on performance, innovation, and technology, which sets the brand apart from competitors in the minds of consumers. Also, in both top ads the vehicle is the primary focus of the ad and is shown in action. Consumers can see first-hand what the vehicle is capable of doing and the benefits of having such advanced features on a vehicle. The Mercedes ad “Part of Everything” continues to excel in the Phoenix study because it addresses a concern many luxury consumers have, which is that they could not afford a vehicle with such advanced technology.