Mercedes launches new slogan: The best or nothing

Mercedes-Benz launches communications campaign: The best or nothing, 1191, 11.06.2010
Mercedes-Benz launches communications campaign: The best or nothing, 1191, 11.06.2010

Part of a major marketing campaign

To coincide with a major product offensive, Mercedes has unveiled a new slogan - "The best or nothing."

Set to be launched today (June 11th), the new motto is meant to exemplify "perfection, fascination and responsibility" as core values for Mercedes-Benz. It will be used in a major media campaign (print, TV and internet) that will feature a revised star logo with a three-dimensional appearance.

So why drop "Unlike Any Other" for "The best or nothing"? It's part of Mercedes' new strategy to highlight the fact that the company is introducing 16 new models by 2011. Besides the smart fortwo electric drive, the B-Class F-Cell and the A-Class E-Cell, Mercedes will make engine start/stop systems standard equipment. While eco-friendliness may please some, we're more interested in the new BlueDIRECT engines.

The naturally-aspirated 3.5-liter V6 will produce 306 PS (301 bhp / 225 kW) and 368 Nm (272 lb-ft) of torque, while the twin-turbo 4.6-liter V8 churns out 435 PS (429 bhp / 320 kW) and 700 Nm (516 lb-ft) of torque. Despite being more powerful than their predecessors, the new engines will boast massive fuel efficiency gains of 24% and 22%, respectively.

Source: Mercedes-Benz

Mercedes-Benz unveils new global brand strategy - "The best or nothing"

  • New brand claim underscores ambition to lead
  • 16 new models by 2011
  • Perfection, fascination and responsibility as core brand values
  • International brand campaign begins on June 11, 2010

Stuttgart - Mercedes-Benz is in the fast lane. Since the beginning of 2010 Mercedes-Benz has sold 16 percent more cars worldwide than in the same period last year. The groundwork has already been laid for further growth thanks to the current model offensive. 16 new or upgraded models will be launched during 2010 and 2011, including two vehicles in a soon-to-be family of four in the compact segment. With the smart fortwo electric drive, the B-Class F-Cell and the A-Class E-Cell, the new model launches include three series production vehicles with alternative drives and zero local emissions.

Autumn 2010 will see Mercedes-Benz once more set benchmarks in the efficiency of modern internal combustion engines. All-new V6 and V8 engines consume up to 24 percent less fuel than their predecessors. These BlueDIRECT powerplants are the perfect complement to the four-cylinder units already available on the market and turning in exceptionally low fuel consumption figures. Also in autumn, Mercedes-Benz will introduce its ECO start/stop function as standard throughout its model line-up.

Starting right now, these product and technology innovations will be supported by a wide-ranging communications offensive, the focal point being the new brand claim "The best or nothing." - the principle from the company's founding father Gottlieb Daimler. Already extremely well received by employees as a guiding theme introduced at the end of 2009, it is now set to underscore the brand's ambition to lead in an outward facing context. "We invented the automobile and originated technologies that are now taken for granted - from the safety cell to ABS, the airbag or ESP®, and unique technological highlights such as PRE-SAFE®'.

Based on this tradition, our customers expect nothing less than technological leadership," comments Dr. Joachim Schmidt, Executive Vice President Mercedes-Benz Cars Sales and Marketing. "For us, that means we want to deliver the very best in all areas - be that in research and development, production, sales, service and aftermarket business or in purchasing."The new brand claim is not only reflected in the core brand values of perfection, fascination and responsibility, but is also a living, breathing part of corporate culture.

It was Gottlieb Daimler who formulated the motto "The best or nothing," always living and working by this. Until this very day, this leadership expectation remains fundamental to the thoughts and actions of every single Mercedes-Benz employee. Therefore, it was no surprise that this theme was enthusiastically adopted by the workforce as a motivating internal rallying cry and call to top performance.Staying with this notion, Mercedes-Benz is enlisting its employees as brand ambassadors for the international brand campaign. Whether they are safety engineers, head designers or electronics specialists, employees from a wide range of functions underscore factors that reflect the brand's ambition to lead now and in the future.

The brand campaign will begin on June 11, 2010, and run in print, TV and online channels.This ambition to lead will also be evident in the visual depiction of the brand through greater proximity between the badge on the vehicle and communication. In communication activities, the brand name and logo will be used together and augmented by the "The best or nothing" brand claim. The star - one of the world's most valuable and best known logos - receives a three-dimensional appearance and a highly polished chrome finish.

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Comments (27)

Paul T Paul T
Oh dear. A very timely introduction of this strapline as far as I am concerned. I recently bought a new E class. There is a problem with the satnav which they are refusing to fix. They regard the operation as normal but considering it fails to take me where I want to go I wouldn't say that is normal. I compiled a report which was agreed by the dealer and sent to Germany but the guys there have just ignored it. Dealer doesnt know what to do. So a very apt slogan. What are they doing for me - NOTHING.
Sep 10th, 2010 10:58pm
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Han Solo Han Solo
WTF...jale...take it easy... I think its relevant...besides its just a comment...Jeez I love all cars...I'm not a crazy fanboy or something...and again...No Offense
Jul 1st, 2010 8:04am
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SmamaBello SmamaBello
Just wanted to put my to cents here, I have not gone as far as reading the history of this slogan, however the way i understood it was not as some of guys here (either buy mercedes or not buy at all) but it was more from a mercedes perspective, meaning we either give the best or we dont give nothing, we either make the best car we can, or we do nothing. Unlike audi and bmw where they keep comparing and trashing each other, Mercedes does not mention any brand because Mercedes silently let us know that it has created it's own class where BMW, AUDI or anyother car company simply can't become part of. All mercedes is doing over and over again is to remind customers of the mercedes brand, and reinforce of what they stand for to have built their brand. - just my 2 cents.
Jun 22nd, 2010 10:56pm
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Han Solo Han Solo
Lets put aside history and legacy for a minute...and lets look at the what the slogan was suppose to do in the first place... It is supposed to be an arresting phrase that describes Mercedes as a whole... I think the new Slogan lacks aggression... IMO, I think the best Slogan ever was by BMW: 1. The Ultimate Driving Machine but too bad, they had to go and replace it with Sheer Driving Pleasure...which is kind of gay if you ask me. No offense guys...but the worst tagline ever is: Joy is Futureproof...which is by far the most gay tagline ever....if BMW doesn't change their Tagline soon...they are gonna loose a lot of ground.
Jun 15th, 2010 6:24am
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jale jale
when bmw is on topic, then you comment like this...this is MERCEDES-BENZ!!!
Jun 15th, 2010 8:03pm
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53MercOwner 53MercOwner
The original slogan was "Das Beste Oder Nicht" and was also used both as internal corporate credo as well as for marketing purposes. It then morphed into "The Best for our Customers" at the beginning of Merc's slide into products not purely based on engineering and manufacturing excellence (pushed by the unfortunately poor sales of the brilliant 1990 S-class (W140)). "Engineered like no other car in the world" speaks to an intelligent mind-set and I wish they would revive it.
Jun 14th, 2010 6:08pm
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awhk awhk
So, there will be no Merc on the road from now on?
Jun 14th, 2010 7:52am
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Nico Esteban Nico Esteban
Good Slogan!!!
Jun 14th, 2010 5:34am
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machida machida
The line was Gottlieb Daimler's personal motto, and was the de-facto tagline of the brand upon the patenting of the first car. In a sense, then, it's a revival the very first tagline in automotive history. I believe "Unlike Any Other" was a US-only tagline, and it's not been used for a few years now. It was an attempt to revive "Engineered like no other car in the world" in a modern way (and without infringing on Sony's tagline of "Like no other").
Jun 13th, 2010 10:15pm
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HommeStar HommeStar
Thank you Machida for providing some true knowledge amongst these otherwise lacking comments. Seems as if almost everyone has missed the intent of the slogan. Mercedes is a touch too classy to (publicly atleast) bash competitors in such a lackluster manner... (they have their innovative designs for that!). The slogan is simply historically reflective of new standards and intiatives, that MB is poised to implement. Striving to deliver the very best that they can, in their products and in the corporation as a whole. It would be a crazy for MB to expect everyone to forgo every other make and flock to the nearest MB dealer. And it's a tad crazier of some of you to actually believe that that's what this means. One can simply equate the statement to "Go big or go home!". I'm sure you fine lads have heard of that one. Relax!
Jun 14th, 2010 5:15am
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TorroRosso TorroRosso
Some of these comments are there because some people are too immature to read up on history before writing down their opinion...
Jun 14th, 2010 1:43pm
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johnny232 johnny232
this is the kind of slogan companies which think that hold a monopoly use in order to increase sales. what Mercedes is actually saying is that if you buy a Range Rover instead of an ML you don't know anything about cars.
Jun 13th, 2010 2:52pm
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M! M!
Mercedes: "The Best of Nothing!" just kidding. their ad agency really should have come up with a better slogan instead of something that can be so easily twisted.
Jun 13th, 2010 1:06am
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alessandro alessandro
Mercedes is sympathetic company after all. Kind a cute...on pics.
Jun 12th, 2010 9:08pm
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joelynn joelynn
i guess it means 'we will strive to produce the best' rather than 'if you cant buy a BMW dont buy anything at all'
Jun 12th, 2010 3:49pm
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jale jale
bmw fan ??? LOL
Jun 12th, 2010 8:23pm
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fire_bird fire_bird
shows the down quality of mercedes
Jun 12th, 2010 3:47pm
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It's i nice slogan, this slogan will encorage them to make the best products, like saying: "To be or not to be"
Jun 12th, 2010 2:12pm
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I think this slogan is pretty stupid. We all know that Merc is not the best at everything. Picture the mommy car A class being the best! t's a joke. If this slogan is intended for the public trying to convence them that they should buy the best (presumably Merc in their view), why should the public even consider such statements. IOW, they are saying you buy our cars,which we think are the best or you buy nothing else, you do not go to our competitors, etc... I can assure you that many will think Merc is not really the best when they look at this slogan, which is not what you want customers to think when reading the slogan and Merc logo. Instead, they should have used values that are core to the brand and products to draw customer attraction.
Jun 12th, 2010 1:55pm
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DearS DearS
At least they're honest about who they think they are, right? I bet a lot of people feel like such a Mercedes does their self image justice.
Jun 12th, 2010 8:10am
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2010S5 2010S5
This is almost as funny as GM's "May the best car win"
Jun 12th, 2010 6:50am
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It will be sad to see Mercedes go.
Jun 12th, 2010 3:32am
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otakki otakki
Strange slogan. So it's either Mercedes or walking?! Likewise, either Filet Mignon or no beef? Either Armani or wearing nothing? What about problems?!...Does that mean becoming one of the best in producing problems or nothing. Well, Mercedes, as well as other euro cars, are prone to having problems...that doesn't sound like the best when you have to hang out at the service dept every other week.
Jun 12th, 2010 2:34am
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sub39h sub39h
hmm... their customer service is rubbish. in that area at the very least you still get "nothing". and i've owned a few of their cars lately, W221, W220, R171 and C140 and their build quality is still a bit suspect. i think they should be careful about using lines like that, especially when they're not 100% true. (they're getting a lot better though.)
Jun 12th, 2010 2:17am
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i always knew it would finally come down to this ...because Mercedes is no longer ENGINEERED LIKE NO OTHER CAR IN THE WORLD .
Jun 12th, 2010 1:33am
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