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Mercedes Benz redefines the luxury label to plot a millennial trail

Once a symbol of societal status, the auto brand is remaking itself in the mould of its new consumers as one that marks brash ambition and youth

Mercedes Benz | Millennials | Coronavirus

Shally Seth Mohile 

The Mercedes-Benz A-Class limousine
A greater digital thrust has helped the company understand its customers better | File photo

From being a brand that has traditionally associated luxury with wealth and framed itself within a class-led social hierarchical system, is looking to define itself afresh, for its millennial buyers. With a new campaign wants the young to be ‘restless for tomorrow’ or in other words, pull the brand off their wish lists and drop it into the purchase cart.



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First Published: Mon, March 23 2020. 00:39 IST