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

From being a brand that has traditionally associated luxury with wealth and framed itself within a class-led social hierarchical system, Mercedes Benz is looking to define itself afresh, for its millennial buyers. With a new campaign Mercedes Benz 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.

Santosh Iyer, vice president, sales and marketing at Mercedes Benz India says “One clear insight from the market research was the spirit of restlessness. It’s not about been-there-done-that any more. People are constantly challenging themselves, be it