Our Managing Editor is losing sleep over the imminent collapse of the BMW and Mercedes-Benz brand images due to their upcoming sub-$30,000 models. When you are finished with your 27th viewing of Benz’s sneak peek at their Super Bowl ad above, let’s discuss.
For those of you staid, get-off-my-lawn, traditional German car owners like myself, you probably don’t know that the girl washing the 2014 Mercedes-Benz CLA is named Kate Upton. She is an actress or something. All I know is the ad will certainly raise awareness of the Daimler brand and piqué the curiosity of Derek’ s Gen Why peers about the new class of budget-priced Benz automobiles. I think the pitch works, no matter your age. If Mercedes-Benz can throw in a Last Time Buyer’s financing program, I might even purchase a CLA.
The video is almost as sexy as the granddaddy of all car washing scenes, the one featuring Joy Harmon hosing down a coupe in the 1967 film Cool Hand Luke. (The star of the movie, Paul Newman, was also an accomplished race car driver.)
So will this blatant pandering to the next generation of Mercedes-Benz owners help or hurt the brand?