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Mercedes-Benz leverages brand value for CLS push

May 12, 2011

German automaker Mercedes-Benz is continuing the multichannel marketing campaign for its 2012 CLS class with a dedicated mobile application designating luxury-specific technology and features in its vehicles.

Made for iPad, the app lets users take a virtual tour of the vehicle, check out customization options and look at videos. It is available for free in Apple’s App Store.

The iPad is one of the most-used tablets on the market, so it makes sense that Mercedes would try to communicate with its consumers in this way.

All Things Media developed this Mercedes app.

Mercedes did not respond by press deadline.

A-class stuff
This is Mercedes’ second iPad app for the CLS class.

The first, out in March, mimicked an interactive storybook (see story). 

The new CLS application is different in that consumers can look at the models and customize paint, wheels, interior and other specifications.


Customization options

Users can take a virtual tour of the CLS models. The zoom capability enables individuals to see the details of the car.

There are videos available that showcase technological innovations and value of Mercedes-Benz.

The app features a section with icons on the outside and inside of the vehicle that consumers can tap to learn more about a specific area of the car.

For instance, if a customer wanted to learn more about the CLS steering wheel, he or she would simply click on the white icon.


CLS interior

There are also parts of the app where consumers can make a reservation for a test drive, call the dealership or visit the automaker’s Web site.

By using videos that share technological innovations and allowing users to see close-up detail such as fabric, stitching and material, consumers will realize that these features make Mercedes unparallel to other automakers.

Many luxury brands are beginning to realize that they need to convince customers to buy expensive product by showcasing the company’s legacy, history and what makes it worth paying premium prices for products.

Indeed, companies are using mobile to express this.

For instance, French fashion designer Chanel’s new mobile-optimized sites feature manufacturers in the watch-making process or physically placing diamonds into branded jewelry products (see story).

Explaining the detail, care and materials that go into luxury products will convince affluent consumers that the high prices are worth it, and will hopefully make them a little easier to swallow.

Mercedes’ leadership position in the industry is apparent with this mobile addition to its showrooms.

Since many customers do their research on the Web and via mobile, it is helpful to the brand to have something such as an iPad app that will aid customers in finding the perfect vehicle.

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