OVERALL LUXURY INDUSTRY HIGHLIGHTS
In July, Mercedes earned the top spot in the Luxury SUV/CUV segment and BMW captured the top spot in the Luxury Car segment. Both ads contain a very strong focus on performance and feature the vehicle in action. BMW used the performance theme to appeal to the inner-child in us all whereas Mercedes used performance as way of showing that the vehicle can appeal to a variety of different consumers. The Mercedes ad also makes a concerted effort to communicate that the GLA is available at a very attractive starting price, which addresses many consumers’ fears that they could never afford a Mercedes.