Mercedes-Benz Essay

3146 Words13 Pages
Mercedes-Benz Marketing Principles July 24, 2010 Background Summary Mercedes-Benz is a German manufacturer of automobiles, buses, coaches, and trucks. Mercedes-Benz is the oldest automotive brand still in existence in the world and is also one of the most well-known. Mercedes-Benz is a division of Daimler AG. Karl Benz created the first petrol-powered car, the Benz Patent Motorwagen, in January 1886. Gottlieb Daimler and engineer Wilhelm Maybach converted the stagecoach by adding a petrol engine later that year. Australian businessman, Emil Jellinek, purchased the first Daimler car. “At the beginning of April 1900, Jellinek made an agreement with Daimler Motoren Geselllschaft concerning sales of cars and engines and the decision was taken to use Jellinek’s daughter’s name, Mercedes, as a product name” (The History Behind the Mercedes-Benz, 2008). The Mercedes automobile was first engineered by Maybach in late 1900 and first marketed in 1901 by Geselllschaft. It is regarded as the first modern automobile today. In June 1909, the three-pointed and four-pointed stars were registered as trademarks created by Gottlieb Daimler. The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz’s and Gottlieb Daimler’s companies into the Daimler-Benz company. A new trademark was designed following the merger. “Mercedes” and “Benz” entwined by a laurel wreath and the three-pointed star. “This trademark, which has changed little over the decades, still adorns Mercedes-Benz vehicles and has come to represent quality and safety on roads everywhere. And throughout the world the name ‘Mercedes-Benz’ is synonymous with tradition, innovation and the future of the automobile” (The History behind the Mercedes-Benz, 2008). There are many noted employees of Mercedes-Benz. Bela Barenyi, who joined Daimler-Benz in 1937, was a car safety

More about Mercedes-Benz Essay

Open Document