Mercedes-Benz & Brazil: C-Class Model

Backround Mercedes looking to enter the Brazilian market New manufacturing plant in Brazil C-Class and GLA Models Benefits: Lower tariffs Reach growing luxury market Enter new market

Mercedes in Brazil New Manufacturing Plant On March 28, 2016, Mercedes-Benz started production at its new passenger-car plant in Brazil as part of the 'Mercedes- Benz 2020' growth strategy The first car produced in the facility in Sao Paulo was a black Mercedes-Benz C-Class car This new facility holds an investment of over BRL 600 million This created over 600 jobs http://auto.ndtv.com/news/mercedes-benz-starts-production-at-brazil-facility-1291399

Goals & Objectives: Local campaign of C-Class Model Increase local market share Increase sales of C-Class Model Lower tariffs for other models http://www.bloomberg.com/news/articles/2013-10-02/mercedes-plant-shows-luxury-vehicles-draw-brazil-demand

Competitive Analysis The luxury car segment only represents about 2% of the Brazilian car market BMW BMW built its first facility in Brazil in 2014 Expecting to produce about 30,000 vehicles a year Audi In 2013, 38,000 cars were sold in Brazil Exceed 100,000 by 2020 In 2014, the sales for luxury cars increased in Brazil around 18%. Kate

Marketing Positioning Over the past years, Mercedes has been trying to sell to a younger demographic Reason behind the C-Class model The younger people start driving a Mercedes, the more they're likely to buy higher-end versions as they get older/ wealthier

Target Audience Targets those who are in their 20s-40s Middle-upper class Business oriented individuals Casey - http://www.wsj.com/articles/SB10001424127887324235104578241481012862470

Promotions Casey

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Our Mobile/ Digital Campaign