Mercedes New Tagline-The BEST Or NOTHING. Right For The Brand Or Forgettable?

If you haven't noticed the entire car business has been turned on its ear in the last 18 months because of the craziest economy ever and extremely finicky customers.

So they are ALL trying new things...even down to the slogan that defines the brand.

Here's the latest example from Mercedes-Benz.

But before we show you...QUICKLY tell us what the outgoing Mercedes slogan was?

1,2,3....

Out of time!

Bet you couldn't tell us.

I consider myself a reasonably knowledgeable car guy and I didn't remember what it was.

Ultimate Driving Machine, Relentless Pursuit...all top of mind, but Mercedes brand message, not so much.

So in my opinion, its a good thing that they are debuting a new, hopefully more sticky tagline- 'The BEST or Nothing' in this new commercial.

See YouTube video posted here:





Tell us if you like the ad and the new tagline.

Does it fit them?

Is it sticky and memorable?

Will it be as recognizable over time like slogans like 'The Ultimate Driving Machine'?

And does the nostalgic setting in the commercial HELP or HURT your image of them.

By that I mean does it give the impression they are old fashioned and are talking to older people or does it impress the younger generation and educate them to all of the innovations they've been involved with?

And if it would have been up to you, what would you suggest the tagline should be that fits their brand best?

Discuss...








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Joe_Limon - 6/14/2010 9:27:10 PM

-4 Boost

it's better than engineering the impossible... since it inspires confidence in the brand.

WorldofLuxury - 6/14/2010 10:38:54 PM

+1 Boost

That's kinda deep... I like it. I was gonna say that using concept cars is kinda cheap, but I think it's acceptable in this case.

- Lexus fan, lol

nguyenvuminh - 6/14/2010 10:47:30 PM

+1 Boost

MB is my favourite car company (the other being Citroen) and I like this video/commercial but, personally, I don't like this tag line associated with it. I've always liked MB for being non-vocal about what they do, do what they strongly believe in and do it decade after decade (best combination of performance/power/comfort/safety/innovation). But this "best or nothing" is downright boastful. I realise a tag line is good but it could be more low key yet no less confident. Lastly, I think MB will open themselves up for ridicule as not everything they do is the best (as no other car companies can claim).

macbjg - 6/15/2010 1:12:10 PM

+1 Boost

Citroen?!

bmwdrvr - 6/14/2010 10:53:20 PM

+2 Boost

I like it it fits Mercedes very well it focuses on the brands strengths and heritage without having to down other brands while still showing what they are good at..

THESCOOTER - 6/14/2010 11:19:02 PM

+2 Boost

Sadly, the commitment to taglines is what fuels the dilution of the messaging -- the last one which was aligned with the E-Class I personally think suited the brand best. This is Mercedes-Benz. Simple and conveys the confidence that there is no equal measure. I really liked that tagline. The reason that people can attach to brand taglines is simply the level of commitment over a period of time -- BMW 25+ years, Lexus 20+ years, Disney 20+ years, Nike 20+ years...it is not rocket science, but the essence of the brand needs to be distilled into the tagline in a simple to communicate and digest format. The best or nothing is too subjective and is territory that is more tangible in nature -- MB is generally NOT the best in several instances diminishing the credibility of the claim. This is Mercedes Benz trades on the intangible attributes of the brand that consumers can easily align with and respect. It is also not challengeable because of the status premium MB enjoys relative to other brands. My opinion, poor choice.

wins555 - 6/14/2010 11:50:41 PM

-3 Boost

the tag line best or nothing is kinda for "mature" market. As compared to the ultimate driving machine which is targeted towards the enthusiastic (younger) driver. You have money, you want the best, buy a Mercedes. DONE! No more deliberations about features, performance, safety, 0-60 times, value for money, etc.

LexusKindaGuy12 - 6/15/2010 12:27:37 AM

0 Boost

I liked "this is mercedes benz" too, but I also liked "Because we promised you a mercedes benz" when the C class came out.

TrueAutoSpy - 6/15/2010 12:43:41 AM

+3 Boost

L.A.M.E.

Wimmer - 6/15/2010 8:54:00 AM

+1 Boost

This slogan is "new" at all. Gottlieb Daimler in the late 19th century (yes, the late 19th century) was known to mention this to his clients and his workers: Das Beste oder nichts (the best or nothing). It served to inspire his workers as well as reassure his clients about the product they were purchasing.

Essentially Mercedes is just digging into their heritage box and selecting something, a slogan in this case, from their past.

Also, this old saying could be viewed as having been part of the Mercedes philosophy for a long time before.

Wimmer - 6/15/2010 8:54:44 AM

+3 Boost

This site really need an EDIT feature. I meant to say:

This slogan isn't "new" at all / not "is".

Steve - 6/15/2010 9:32:56 AM

-1 Boost

Their slogan used to be "Engineered like no other." Then the defect numbers got ugly, and the slogan became a sham.

I believe it's disgenuine to have a tag line that does not represent reality in some serious way. So how is Mercedes the "best"? Perhaps in prestige amongst luxury car makers? Well, except for Rolls Royce, and Bentley, et al. Freedom from defects? Hardly.

I say get a tag line that won't raise giggles from the crowd.

Yonder7 - 6/15/2010 10:55:39 AM

+1 Boost

Nop, the other compnies still necessary cause there are people that can not pay for the best...sadly such is life. I think the slogan match their way to do things even when some times they fail. In this country If you cant afford an MB, you buy something that is considered almost as good but cheaper....BMW or Audi..In my case I do not think in that way. What I do do to pick a car is the purpouse, for Ultimate Driving...M3 for power slides or Fun C63..(a dnagerous car if you not have the expirience to drive that power) for Ice driving, Audi. The slogan do not means anything for buyer oriented by the qualities and purpose of the car. If I was an old man , (more than 70)...Lexus is the best (bland and reliable).

macbjg - 6/15/2010 1:14:52 PM

+1 Boost

Then nothing it is.

dl767captain - 6/15/2010 2:16:48 PM

0 Boost

I like the tagline, it goes with the Mercedes brand but the commercial kind of sucked. They could have done a lot better. I liked the E class commercial where it bursts through the window of the museum, it just seems more powerful

AgentOrange - 6/15/2010 6:19:43 PM

+1 Boost

I'm not sure what the tagline "The best or nothing" means..
Is it just a slogan or is it meant to be taken literally?
For example, if it is determined that a particular MB model is not the best in its class, will production of that model be terminated?

Yonder7 - 6/16/2010 8:12:31 AM

+1 Boost

The best depend of the eye of the beholder...lol.

Denali - 6/16/2010 3:35:11 PM

+1 Boost

that tagline is ONLY made for the S-klasse