Case Detail

Case Summary

Mercedes and the Moose Test (A)

Case Number: 5-403-755(A), Year Published: 2003, Revision Date: May 12, 2011

HBS Number: KEL048

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Authors: Daniel Diermeier; Astrid Marechal

Key Concepts

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.

Number of Pages: 9

Language: Spanish

Extended Case Information

Teaching Areas: Management, Marketing, Strategy

Teaching Note Available: Yes

Geographic: Europe, Germany

Industry: Automotive

Organization Name: Daimler-Benz AG

Organization Department: Executive Management

Organization Size: Large

Year of Case: 1998

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