Case Number: 5-403-755(A), Year Published: 2003, Revision Date: May 12, 2011
HBS Number: KEL048
Strategy, Crisis Management, Public Relations, Market Recovery, Leadership, Corporate Communications
The case describes a crisis management situation faced by Mercedes-Benz, a division of Daimler-Benz AG. In 1997 Mercedes had introduced a revolutionary new car, the A-class, Mercedes's first entry into the compact car segment. The A-class was positioned as an entry-level vehicle in the Mercedes line and represented Mercedes's attempt to grow beyond its core market. A few days after the car was officially introduced, it rolled-over during a test known as the "moose test", conducted by a Swedish journalist. The A-class's failed moose-test created extensive media coverage in Germany and other European countries, threatening the success of the A-class launch.Spanish translation available.
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