Mercedes-Benz and Millennials

Mercedes-Benz led the US market in luxury auto sales and its market share was stable. It had increased its advertising spend by almost $100 million from 2016 to 2017. The marketing team spent the bulk of this increased budget on television advertising but also had a mix of paid search on Google, ads on YouTube, print ads in high-end/luxury magazines, some newspapers, and some local-market radio spots in specific urban areas. Yet it had not succeeded in its primary goal: attracting a younger customer target.