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Review of the year 1993: product offensive with new strategy

From the tradition-rich top-class manufacturer for the future Full-Line providers: This is the way Mercedes-Benz in 1993, for the development of the car program. In January 1993, the Stuttgart-based brand is and decided to a product offensive to the Public. She takes the oldest car manufacturer in the world, through portfolio expansion, new strength across all segments and markets. The first effects of the new strategy are already in the course of the year in 1993, with a new Design and a reorganization of the type designations tangible.

New ways to go and openly talk about it: For Mercedes-Benz decides already in the year 1993. At that time, the Stuttgart-based brand’s Top international introduces journalists to dare your strategy for the development of the People programme.

The German press is on the 22. January 1993, informed and international journalists on 26. January 1993. These dates represent the official start of the product offensive in the coming years – not so called at the time, of course. The press talks to signal to the Public that the company is a time of great change and upheaval begins. A result of this process significant portfolio expansion is, up to today’s comprehensive range of attractive vehicles: Differentiated like never before, techno-positioned logically wide for the future and the world very successfully. At the same time, the brand is transforming itself to a fresher and younger appearance. Or, in short: In January 1993, the Mercedes starts-Benz cool.

The effects of pre-and in compact form: In 1993, the brand is in five segments. In the upper class with the vehicles of the S-class (sedan and coupe), in the upper-middle-class with what will soon be the hot E-class (sedan, T-model, coupe, convertible), as well as in the then so-called compact class with the type 190 (sedan), the C-means class. Also, there is the Roadster of the SL-series as well as the all-terrain vehicles with the distinctive G Logo.

Ten years later, the picture has changed considerably, now there are eleven passenger Car series, and other derivatives: 2003 in addition, the A-class, the C-class received a T-model and a sports coupe, the SLK (now SLC) is added, and in addition, the M-class (now GLE), the SLR McLaren, Maybach and the V-class. Numerous variants of AMG coming.

In the years that followed, for example, the B-class, the CLS, the GLS, the R-class and the SLS AMG, which complement the product range. This makes a total of in today’s image to have a glimpse of what can now be better over the other Vehicle types described as about segments: large, medium and small sedans, T-models, coupe and convertible, whether the SUV in a number of variants, whether Shooting Brake, or even Pickup truck: The Mercedes-Benz brand is today, through numerous model series and the future-oriented Full-Line provider become.

The product offensive is about to start

In 1993, the picture is not so clear. How, exactly, will present the brand from now on? Customers do not need to wait long for an answer: in the same year, Mercedes-Benz gives important views on the upcoming product offensive. A first milestone is the on the 63. International automobile Salon in Geneva (4th to 14. March 1993) presented a study of a elegant four-seater coupe. For the first time, Mercedes-Benz shows the distinctive four-eye face in 1995, finally, in the E-class (210 series), and in 1997, the CLK (208 series) in the series.

At the end of March 1993, the Board of the former Daimler-Benz AG decides on the types, nomenclature, the Mercedes-Benz passenger cars to organize, starting in the summer of 1993, stringent new. Following the example of the upper-class sedans, the S-class refers to the vehicles of the upper middle class (124 series) in the future as the E-class. The compact class with the new 202 series, it comes also in 1993, the name C-class. The name of the coming of the new vehicle families will follow this pattern.

It continues in the year 1993. In September, Mercedes-Benz, the study reveals A 93 that documented an important food for thought for future A-class. This way, in a completely new product segment, the Stuttgart-based brand has consistently followed: In November 1994, is shown in Beijing on the future market of China-based study “Family Car China” (FCC) with stylistic Similarities to the later A-class. In March 1997, the production version of the A-class (model series 168) finally, on the International Auto-Salon Geneva Premiere.

Within the variant wealth, AMG should not be forgotten. According to the 1990 Mercedes-Benz concluded a cooperation agreement with the German Patent and trademark office recognizes AMG in 1993 as a trademark. In the autumn of the same year, the C 36 AMG, and sets a clear exclamation mark, in terms of the number of pieces: Up to 1997, more than 5,000 vehicles, the powerful four-door sports sedan to emerge. Thus AMG has a share of the product offensive, the growth of the Performance brand has since been unbroken.

With dynamics in the product offensive

The development of a variety of Premium brand continues to pace. Mercedes-Benz shows in April 1994, the first study of the compact sports car SLK with the Vario-roof is made of metal. The series 170 is go 1996 series. The Trendsetter with the distinctive three letters contributes significantly to the rejuvenation of the brand.

Two of the most important objectives of Mercedes-Benz followed with the in January 1996, at the North American International Auto Show in Detroit featured concept study “AAVision”. Because of these pioneers of the later M-class (163 series) opens up the future Segment of the SUV for the Stuttgart-based brand.

Need for a new perspective

At the same time, Mercedes-Benz with this new vehicle, the strategy of increased globalisation, with new locations. Because the company builds the M-class presented in 1997, in the new production plant in Tuscaloosa in the U.S. state of Alabama. The site is a step on the road of the brand by the quality “made in Germany” to the predicate “made by Mercedes”. The product offensive is, in retrospect, an extremely successful way for Mercedes-Benz. In 1993, initiated change, however, has a serious Background: The automotive industry in Europe experienced at the end of the 1980s, a distinct cut-throat competition. At the same time, the boundaries between the market segments of upper -, middle – and small-class cars, always permeable. In addition, the customers greater customization options for their vehicles.

Mercedes-Benz has made with the introduction of the compact class (W 201) in 1982, already a decisive step to expand the product range beyond the classical focus in the upper middle class and the upper class. Nevertheless, a summary of the recent development is the beginning of the 1990s, extremely critical: So in the year of 1992 is the removal of a staff of 13,000, and short-time work in the German Mercedes-Benz passenger cars have been marked plants.

A press release quoted in the summer of 1993, the Chairman of the Board of Daimler-Benz AG, Helmut Werner: “Without a reduction in employment, we are not able to improve our market position in such a competitive environment such as the present in a sustainable way. Therefore, it was inevitable, now initiate the appropriate steps.“

To find back to old strength, decides the Stuttgart-based brand to expand product range and to occupy the conscious niches. In addition, the company takes the goal of strengthening the inter-nationality, to reduce production costs and to decrease, despite the significant increase of vehicle variants, the number of parts. The goal of economy more production with the increasing experience-orientation of the customer in the car and drive.

Key points of the new strategy, Helmut Werner on 28. October 1993, to senior executives of the company in Stuttgart together: The challenges for the brand in “an offensive, of adequate product policy” and a “global strategic base for the company”, as well as higher productivity and cost efficiency.

The other way to this wide Portfolio is not always a straight line, but multi-layered and rich in experience. However, the challenge of the brand tag has long been regarded as mastered. Mercedes-Benz presents a comprehensive Car offer in all major market segments. The products are highly attractive, to show the ever new sales records. You allow at the same time, to make the important change of the brand into a new mobility era, for example, with networked, Autonomous, and electric vehicles.

Source: Daimler AG


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