Red alert for armchair marketing strategists: Daimler plans what surely will be branded as an inexcusable watering down of its brand equity: The Mercedes brand is working on a series of very small (under 4 meters) and affordably priced (17,000 to 20,000 Euro) cars.
According to Germany’s Focus magazine, the baby Benzes will be Daimler’s answer to BMW’s Mini. According to the story, the series will launch with a small SUV below the GLA, and a small van in 2015. A year later, a 3 door version will follow. The cars will be based on Daimler’s A-Class, but will be much shorter.
Daimler urgently needs to make its cars attractive and approachable for younger demographics as the bulk of its core customers is about to retire – at least as far as its home market is concerned.