In the automobile industry, competition among companies is fierce. One of the most prominent and respectful rivalries exists between two luxury German car manufacturers: Mercedes-Benz and BMW. Despite their competition, they have an interesting marketing approach that acknowledges their mutual importance in the industry. South Dale Motors will help you to understand their Rivalry and marketing competition.
Mutual Respect in Marketing
Mercedes-Benz and BMW have a long history of competing against each other. Surprisingly, their competitive marketing strategies demonstrate a level of respect for one another. Both companies recognize that their success is intertwined and have acknowledged this in their marketing endeavours.
Notable Marketing Campaigns
Their history of rivalry is evident in their marketing campaigns. In 2016, Mercedes-Benz commemorated BMW’s 100th anniversary with a short clip expressing congratulations and gratitude for their competition over the years. They humorously stated that the previous three decades had been somewhat dull without their rivalry.
In return, BMW celebrated the 50th anniversary of Mercedes’ AMG division by putting up a billboard at the Nürburgring, congratulating AMG and playfully mentioning making donuts instead of ordering cake.
Engagement in Advertisement War
More recently, both companies engaged in an advertisement battle. One ad from Mercedes depicted a view seemingly trapped behind the grille of a BMW, symbolizing a jail cell, with the tagline urging to “Get free” and join the real world, showcasing three strategically placed Mercedes-Benz cars outside the “cell.” BMW responded with an ad featuring a BMW tire placed above a sewer grate with a Mercedes logo on it, stating, “If the plan doesn’t work, change the plan but never the goal.”
Embracing Healthy Competition
Mercedes-Benz and BMW consistently engage in healthy competition through their marketing strategies. Their approach to marketing is both entertaining and respectful, showing that even in a competitive industry, camaraderie and mutual acknowledgment of each other’s significance can exist.
Conclusion
While competitive, the dynamic rivalry between Mercedes-Benz and BMW is characterized by a unique mutual respect. Their marketing campaigns, filled with humour and acknowledgment of each other’s milestones, highlight their intertwined histories in the automotive industry.
In luxury cars, these two giants have shown that healthy competition can coexist with mutual admiration and acknowledgment, making their marketing strategies entertaining and memorable.
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