July Auto Insights: Top ads contain strong focus on performance

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.

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