Kelly Blue Book Ranks Mercedes Benz "Best Overall Prestige Brand"

Mercedes-Benz took two of the top rankings in Kelley Blue Book Marketing Research's second quarter consumer automotive perceptions research study, Brand Watch. The report, which surveys thousands of new car shoppers, ranked Mercedes-Benz as "Best Overall Prestige Brand/Luxury/Sophistication." The study also gave Mercedes-Benz the top ranking for "Best Exterior Styling in the Luxury SUV Segment."

"With a motorcar heritage dating back more than a century and technology that is as new as tomorrow, Mercedes-Benz has cemented its image as the foremost luxury brand among U.S. consumers," said Jack R. Nerad, executive editorial director and executive market analyst, Kelley Blue Book and kbb.com. "Mercedes-Benz' record of ongoing innovation in vital areas like design, safety and creature-comforts continues to reinforce its elite standing with the buying public, as our research attests."

Ernst Lieb, president & CEO, Mercedes-Benz USA said: "This really underscores the momentum that the Mercedes-Benz brand has in the U.S. market. We've had year-over-year record-breaking sales and are looking forward to our 14th year of sales increases in this crucial market. Aspiration to - and perception of -- the Mercedes-Benz brand are at an all-time high. What's important about a study that's as comprehensive as this one is that it shows we're delivering on a broad set of customers' expectations both with respect to the product and the experiential aspect of owning a Mercedes-Benz." The trusted resource for new and used car information, Kelley Blue Book issues this highly comprehensive consumer study on a quarterly basis and takes a detailed look at new vehicle shoppers' perceptions of brands and important factors driving their purchase decisions while in the midst of the research and shopping process.

The study delves into how each manufacturer's brand equity differs across vehicle segments, compares the relative standing of each make versus competitive makes, and reveals the decision factors of car-buyers within each make and segment. Across some 17 measurement categories, three overall category winners are designated for best exterior styling, best interior layout and comfort, and best prestige/luxury brand.

Auto_expert - 9/10/2007 1:52:47 PM

+4 Boost

HA HA! I knew this topic would raise Houstoncutie's ire.

w211Benz - 9/10/2007 9:48:22 PM

+1 Boost

HAIL MERCEDES BENZ!

EnnNorak - 9/11/2007 9:25:46 AM

+1 Boost

I won't pay for prestige -- I pay for value. The 2008 C-Class appear to offer a great deal of value in the base 4MATIC model.

david989 - 9/10/2007 10:56:31 AM

-24 Boost

What bull.

Mercedes makes taxis, buses, vans, trucks and cheap cars with no leather, cheap interiors, cloth seats, slow and weak engines. How the hell can they be considered prestigeous?

Lexus is a true luxury brand compared to Mercedes or BMW or Audi and even Jaguar. Even Acura and Infiniti are better because they don't make taxis, vans, trucks and slow cars.

Mercedes is nothing more than a cheap economy brand that's overpriced for the US market. They're ripping people off and people are willing to pay. Pathetic losers.

With Lexus you get everything that you can't find in a Benz. Quality, comfort, interior space, performance, value and prestige.

Agent009 - 9/10/2007 11:16:55 AM

+10 Boost

Why don't you tell us how you really feel?

enthusiastx11 - 9/10/2007 11:26:23 AM

+6 Boost

why don't you ask the thousands of new car shoppers who participated in the study?

whatever your personal opinion may be, most consumers see mercedes for what it is....a leader in style, safety, comfort, technology and performance. and all that adds up to prestige.

and that opinion is global too. mercedes still outsells your beloved lexus by more than 3 to 1 (even in japan).

david989 - 9/10/2007 11:27:39 AM

-18 Boost

What do you want to know?

I've never considered Mercedes a premium brand. They make way to much cheap stuff for them to be considered premium. I don't care if they are the oldest carmaker in the world but they make buses and trucks and that's not what luxury makers do.

Look at Lexus. No cheap stuff. Just pure luxury cars designed with luxury in mind, not duty as a taxi or serving the masses. Lexus is a true luxury brand.

enthusiastx11 - 9/10/2007 11:27:59 AM

+6 Boost

i just realized i responded to david 989 not 999. hard to tell the difference sometimes, but this one is the joker.

david989 - 9/10/2007 11:31:18 AM

-15 Boost

Benz leader in safety? The Lexus LS is the safest car in the world. You can die in an S class but you will survive in an LS. If Mercedes were so safe then why did princess Diana have to die? If she were in a Lexus, ANY LEXUS, she would have lived. Instead she choose some overrated barge from a company that cost cuts and look what happened. Boom, dead.

Lexus is a leader in safety and they are very innovative too. German fanboys always claim that Lexus doesn't innovate but they do and safety is one of the major focuses. Stop lying.

david989 - 9/10/2007 11:32:46 AM

-15 Boost

david999 is some tool who is trying to make me look bad.

Airliner - 9/10/2007 12:28:38 PM

+3 Boost

Hey ‘david989’ not the Emperor nor the Prime Minister of Japan ride in Lexus. They are driven in Toyotas, which ultimately slaps its name on everything just like you claim that Mercedes-Benz does.

enthusiastx11 - 9/10/2007 1:07:11 PM

+6 Boost

houston:

mercedes marketing is pretty bad. have you seen their horrible tv commercials? the only thing they do decently is their web site. their brochures suck too.

newsflash: consumer perception is based on EXPERIENCE and word of mouth as well as seeing the vehicles on the street. perception is reality!

SevorbeupstryIsBack - 9/10/2007 1:50:33 PM

+5 Boost

You are so pissing me off kid.. you have absolutely no idea what you are talking about. You are probably the same age Lexus is.

Ban this bloke already!

enthusiastx11 - 9/10/2007 2:52:03 PM

+6 Boost

houston:

you're right. numbers are important too.

mercedes and bmw each outsell lexus by more than 3 to 1.

Rupert - 9/10/2007 3:21:07 PM

+1 Boost

Sevor there is nothing wrong with being the same age as Lexus!

cough cough me cough

SevorbeupstryIsBack - 9/10/2007 5:29:51 PM

+3 Boost

"Sevor there is nothing wrong with being the same age as Lexus!

cough cough me cough"

You are kidding me?

minimalist - 9/11/2007 1:20:04 AM

+2 Boost

"Mercedes makes taxis, buses, vans, trucks and cheap cars..."

actually the one reason mercedes is preferred in carrier transportation services is because carriers have a higher standard of care to its passengers and thus cars such as mercedes are preferred due to its reputation & track record for safety.

Rupert - 9/11/2007 12:43:12 PM

+1 Boost

No, I'm 17.
I thought everyone knew that?

Htay7500 - 9/12/2007 4:11:09 PM

+1 Boost

I turn 16 soon... who'd know that?

mmeecc - 9/10/2007 11:06:16 AM

+11 Boost

David

This survey reflects consumers opinions not magazine critics. So hate it all you want, people seem to want a Benz and not a "Benz Wannabe" like Lexus.....

david989 - 9/10/2007 11:13:25 AM

-13 Boost

Mercedes wishes they were Lexus. Make no mistake.

Star - 9/10/2007 12:04:19 PM

+8 Boost

If Mercedes really wishes that, all they need to do is start to use cheap materials and the technology they used in their older models...and here you have a Lexus car.

Kinger - 9/11/2007 10:33:52 AM

+1 Boost

Lexus started out as a Benz wannabe, they've managed to make more of an identity for themselves nowadays rather than just the "Japanese Mercedes" they were labelled as initially. There's no denying that when Lexus started out they wre trying to emulate MB though.

david999 - 9/10/2007 11:35:47 AM

-2 Boost

This is a press release from Mercedes. Notice that other brands are not listed.
Check out the Kelly Blue Book Site for what the surveys really tell you.

Example:
Best interior styling for Luxury sedans and Luxury SUV: www.kbb.com/kbb/MediaCenter/PressReleases.aspx?ContentUniqueName=2007&ContentId=19

BMW, Porche and Lexus are the vehicles listed most, along with Mercedes.

enthusiastx11 - 9/10/2007 1:09:58 PM

+2 Boost

um, every company with a PR department issues a press release when they win any significant award or competition.

if lexus can blast JD powers awards all over the place, why can't mercedes promote this? or do you discredit lexus ranking in JD powers because they issue a press release. pick. you can't have it both ways.

david999 - 9/10/2007 5:05:30 PM

-1 Boost

What I am saying is reveal the full list so that we can see the results, not just what Mercedes is telling us. What is wrong with that?

enthusiastx11 - 9/11/2007 12:03:26 AM

+1 Boost

lexus doesn't share the whole JD powers list either, just how they performed in the survey. why would one brand promote another?

david999 - 9/11/2007 9:39:28 AM

+1 Boost

I am referring to Autospies News. Place the whole list in front of us, not just a press release from one company.

kart1 - 9/10/2007 11:57:53 AM

+5 Boost

Mercedes is the most prestigious luxury brand out there there is no doubt I would be surprised with another result.

Alec - 9/10/2007 12:00:55 PM

+1 Boost

Well congrats Mercedes on the rank. Lexus will gain this rank in due time.

But Mercedes will never wish they were another company, nor will any luxury automaker. Lexus makes great cars, but theyre no gods among its German rivals.

EnvyofyouRS5 - 9/10/2007 12:15:24 PM

+1 Boost

Benz is soo prestegious they make cars marketable in third world countries and not here in the US. True statement, but why is that?

theoptimisticpessimist - 9/10/2007 1:33:58 PM

0 Boost

I concur with the survey.

Htay7500 - 9/10/2007 3:49:27 PM

+2 Boost

caertainly agree with that.

SevorbeupstryIsBack - 9/10/2007 1:46:21 PM

+2 Boost

Absolutely agree.

AUTO_UNION - 9/10/2007 1:58:27 PM

+1 Boost

Mercedes deserves it!

cdoke - 9/10/2007 2:17:56 PM

+1 Boost

I am not going to comment on the article really. But I do desire to comment on this asinine plutonian guano known as "perception is reality". How horrendously anthropocentric. Perception is not reality- reality exists independent of anyone's perception of it. Often perception is a facsimile but a distortion of reality (i.e. the state of nature).

An excellent example of this, and the prime reason why there is such a thing as marketing is one in which you take test subjects and tell them you are going to do a consumer study of chocolate. This experiment has actually been conducted. In reality you feed them strawberries on one of the trials. The subject does not recognize it as strawberries- they will tell you it is chocolate- despite textural differences between the two.

It is the Aristotelians whom have inherited the western world in whole since the Enlightenment.

enthusiastx11 - 9/10/2007 2:55:54 PM

+1 Boost

consumer perception is reality.

if consumers perceive something as blue, it is blue.
if consumers perceive something as hot, it is hot.
if consumers perceive something as prestigious, it is prestigious.

pretty basic reallly. you can't fight perception.

enthusiastx11 - 9/10/2007 2:59:00 PM

+1 Boost

and to your point, marketing wouldn't exist if it weren't an effective tool to support people's perception. perceptions that result in behavior mind you. the world, and human beings, really aren't that complicated. so don't try to over-intellectualize this discussion.

w209w114 - 9/10/2007 2:59:39 PM

+3 Boost

CDoke

Thanks for the Humanities Lesson, I have something to add. All the educated people on this forum can agree with you that Aristotle has unquestionably contributed to possibly the most progressive forward thinking in the history of mankind.

His ideas were infact overlooked through hundreds of years (medieval ages-age of enlightenment)but soon picked up during the age of enlightenment. He stated that excessiveness was a pitfal of humanity and the mean or middle as you can also refer to it was the ideal state.

Mercedes-Benz has infact attained this "state" by aggressively launching very well balanced vehicles. These autos will be the best models launched by the brand in the last 40 years.

They deserve this award more than any other maker.

BenzW124 - 9/10/2007 2:48:42 PM

+3 Boost

Mercedes an BMW rule. Toyato owners desver to die

enthusiastx11 - 9/10/2007 3:00:39 PM

+7 Boost

that's a bit much don't you think? let's not be nasty.

they suffer more than enough having to drive those cars.

Star - 9/10/2007 4:04:25 PM

0 Boost

GS300 I don't see you protesting when that excuse for a human being named david989 posts something. You are probably the most biased poster in here.

w209w114 - 9/10/2007 4:16:43 PM

0 Boost

Oh hell nah he didnt!!! 06GS300, You just got owned by Star! Ouch!

LMAO

Will_ - 9/10/2007 10:48:25 PM

-4 Boost

I don't see how BenzW124 hs +4 boosts for saying Toyota owners deserve to die. It's just more proof to me that most German fans here are actually going to Hell.

chuck717 - 9/10/2007 3:11:40 PM

+3 Boost

I like what Houston said:
If a realitive or friend you hadn't seen in a long time comes over and you show them around then open your garage and their sits a MBZ any model they already think you have made it in the world.

Star - 9/10/2007 4:06:21 PM

+4 Boost

You mean give you a discount because you have cheap cars.

mmm333 - 9/10/2007 3:15:57 PM

+4 Boost

New Lexus Taxicabs in NYC.
http://www.nysun.com/article/47923

Htay7500 - 9/10/2007 3:51:43 PM

0 Boost

"Benz leader in safety? The Lexus LS is the safest car in the world. You can die in an S class but you will survive in an LS. If Mercedes were so safe then why did princess Diana have to die? If she were in a Lexus, ANY LEXUS, she would have lived. Instead she choose some overrated barge from a company that cost cuts and look what happened. Boom, dead."


wheres your proof Lexus is safety innovators?

Htay7500 - 9/10/2007 3:53:42 PM

+1 Boost

Why did they not choose a Lexus back then?

Htay7500 - 9/10/2007 5:15:21 PM

+8 Boost

1. Toyota has their OWN luxury cars in their JDM market which I'd prefer over any Lexus. the Century was made in 1967. not to mention this car had CLOTH SEATS since it wasn't as desireable and not as quiet to sit on (wikipedia).
http://ja.wikipedia.org/wiki/%E7%94%BB%E5%83%8F:1997_Toyota_Century_03.jpg
And they also have the Mark and Crown cars which again look more interesting than all of Lexus. (the GS is based on the JDM mark X) again these cars can be ordered in cloth. not many people cared for leather. the toyota celsior aka the previous LS can be ordered in cloth as well as its previous generations.

2. No matter what country your in, no matter how the S-Class is ordered (SWB, 4 banger diesel, V8 or V6, cloth seats, except in the US, where it is percieved differently) this car is still the standard marque of luxury autos. The image of this car is strong no matter where you are.

3. Having MBZ making taxis, buses, vans, and trucks does not make them any cheaper. It shows how worthy they are and this alone shows what they are made of.

4. Have you heard how the accident occured? The chauffeur was speeding, swirving, hitting the wall and the pillars in the tunnel. AND NONE OF THEM WERE WEARING ANY SEATBELTS. The 2 passengers in the back survived but sustained serious injuries.

Bill - 9/10/2007 7:44:27 PM

+2 Boost

Good post.

Htay7500 - 9/10/2007 9:11:37 PM

+2 Boost

thx.

*since leather wasn't as desireable and not as quiet to sit on (wikipedia).

ICON - 9/10/2007 5:21:32 PM

+3 Boost

The Lexus Museum is at Leisure World ;)

ICON - 9/10/2007 5:23:53 PM

+3 Boost

But seriously, when you go to the Classic Mercedes Dealership in So Cal you can't helped but be impressed with the history and breadth of the Mercedes line. Great cars that do nothing but build on that reputation of prestige and lineage..

chuck717 - 9/10/2007 5:32:35 PM

+2 Boost

Lexus is a fine car of course but nobody is going to tell me at first glance that a Lexus isn't met with what kinda of car is that, compare that to a MBZ which is recognize in a instant and gives instant status.
If you live in Beverly Hills zip code and you live in a zip code of expensive homes just as nice but nobody but the locals know that then that is the point, BH is recognize as instant money even if you live in a apt.

TTRaceRR - 9/10/2007 6:29:59 PM

-2 Boost

For the price you pay for an M-B it'd better be good! I'm not impressed with the outrageous cost to own one, and the enormous depreciation. I would be impressed with an automaker that delivers a quality luxury automobile at a reasonable price. Wasn't it just recently that M-B was dead last on the JD Power ranking, even below Chrysler?

Star - 9/10/2007 7:18:13 PM

+5 Boost

"why did princess Diana have to die? If she were in a Lexus, ANY LEXUS, she would have lived"

But she chose to stay away from Lexus. I bet she would have preferred to die twice than to be seen in a POS car made by an unknown company like Lexus.

Bill - 9/10/2007 7:47:27 PM

+1 Boost

LOL, Star! :)

Porschinator - 9/10/2007 7:14:12 PM

+2 Boost

Houston and David are sucking the Lexus teets...lol. Obviously you did not see Diana's car...no car made would have survived that accident. Very idiotic statement.

David equally idiotic. Who is Lexus parent company? Toyota...what does Toyota make? so MB builds more than Luxo cars..true..even jet engines and military vehicles such a Unimog (One of the Best off roaders around). So MB not being a True luxo brand is another idiotic statement.

Lexus is a good brand but reading true rubbish is hilarious. Can you tell me why Lexus ES shares the same paltform as the Toyota Camry? The Lexus LX470 is a Toyota Land Cruiser? All companies rebadge and cut corners to save. Lexus included...wow...I guess you can't believe it...lol.

Bill - 9/10/2007 7:47:04 PM

+2 Boost

Another good post.

Houston and David are two Lexus morons, but they're funny as hell - because they're both so dumb, especially David.

Kinger - 9/12/2007 8:41:25 AM

+1 Boost

You're the one sucking up all this Lexus marketing, do you think Mercedes don't take the same care when maming their cars. The S-class was rated above the Lexus LS in the latest JD Power IQS survey, so I guess they take even more care.

w211Benz - 9/10/2007 9:49:47 PM

+1 Boost

^ No, because there won't ever be one.

Porschinator - 9/10/2007 8:09:45 PM

+3 Boost

OK Houston..where is it a fact that Diana would have survived in a LS instead of a MB??? Do not tell me that is not a biased claim!

I did not call you or David dumb, I stated your statements are idiotic and biased to fit into your world. I am sure you have read a book :)

EnvyofyouRS5 - 9/11/2007 3:19:56 AM

-1 Boost

"Having MBZ making taxis, buses, vans, and trucks does not make them any cheaper. It shows how worthy they are and this alone shows what they are made of".

Ford makes taxis, taxi's and buses are not symbols of prestige, Airplanes would be a different story. Plain and Simple,. yawn.

M53R - 9/11/2007 12:50:18 PM

+2 Boost

Another troll feast, great!

Well deserved award for MB, coming from a BMW fan and please stop the Lexus c**p, its a good car but you dont have to mention it in every post! It really is getting boring.

houston, you really dont believe that marketing c**p do you? I mean you seem to know more about Lexus than Lexus themselves! Do you work for Lexus?

kpaxx - 9/12/2007 9:45:52 AM

+2 Boost

Well deserved!

autopro - 9/13/2007 2:47:19 PM

+1 Boost

I guess they lead in everything but sales numbers.