It has been a week of celebrations forMercedes-Benz, starting with the CLS and SLS AMG being honoured by readers ofthe German trade journal "Auto Zeitung". This victory was shortly followed bythe German manufacturer regaining top position in the AutomarxX brand rankingof ADAC, the world´s second largest automobile club.
The celebrations began when the winners of the 23rdannual readers' poll conducted by "Auto Zeitung", to determinethe best cars of the year, were announced. First off the award ranks was thenew Mercedes-Benz CLS which was named the best model of the year in the luxurysegment. The Mercedes-Benz SLS AMG topped the readers' poll as best supersports car for the second time in succession. Both cars received the renowned"Auto Trophy". Meanwhile, the campaign for the Mercedes SLS AMG,entitled "Is it still a car?" was voted the best advertising campaignof the year.
Only days later, Mercedes-Benz regained the top position in theAutomarxX brand ranking of ADAC, making it Germany's best automotivebrand. Mercedes-Benz is the most successful automotive brand since AutomarxXwas introduced in 2001, capturing first place a total of 12 times and beatingits competitors in more than half of all the rankings. The ADAC study assessesthe automotive brands sold in Germany in the categories of ProductStrength/Vehicle Quality, Safety, Customer Satisfaction, Environment, BrandImage, and Market Strength. The results reflect the current capabilities of allautomakers that are of relevance in Germany. A winner is ascertained for eachcategory, on the basis of which the overall winner is then determined.
The main factors assessed in the Safety category are theavailability of active and passive safety systems and the degree to whichvehicles are fitted with these systems as standard without any surcharge.Mercedes-Benz took first place in this category. The Product Strength/VehicleQuality category incorporates the results of 500 recent vehicle tests, includesthose of external safety organizations such as the TÜV and DEKRA reports and ofthe ADAC breakdown statistics. Mercedes-Benz also did outstandingly well inthis category.
In the Brand Image category, the individuals surveyed wereprimarily interested in maximum quality and the best-possible safety standards.Not only did Mercedes-Benz take first place in both of these areas, the peoplesurveyed also rank the brand at the top with regard to automotive research anddevelopment. Mercedes-Benz improved its position in two other categories, whichevaluated Customer Satisfaction and Market Strength.
Commenting on the win, Frank Bernthaler, Director, Sales andMarketing, Mercedes-Benz Cars Middle East & Levant said: "We areextremely proud of these accomplishments, which are a clear and positivereflection of how successful and desirable the Mercedes-Brand is. At the sametime, the results confirm our efforts to deliver our customers the very best inall areas each and every day."
Since 2001, the ADAC AutomarxX study has been assessing thereputation and market strength of automakers that are of relevance in Germany.To date, the study has been published 23 times, with Mercedes-Benz taking thetop spot on 12 occasions. The AutomarxX results are based on numerous studiesand interviews. For example, the evaluation for the Brand Strength categoryincorporates the results of the ADAC Motorwelt image survey of 4,000 German citizensas well as an assessment of vehicle residual values.
