Mercedes-Benz to create new global strapline

LONDON - Mercedes-Benz is looking to develop a new brand strapline to bring together its global communications.

Mercedes-Benz
Mercedes-Benz

According to reports, chief executive Dieter Zetsche is keen on the development of a new marketing slogan to better express the marque's premium positioning.

Until recently, Mercedes' ads used the tagline ‘Die Zukunft des Automobils' - or ‘The future of the car'.

Several of its rival German manufacturers have made use of global straplines. Audi uses ‘Vorsprung durch Technik', while the Volkswagen marque itself uses ‘Das Auto'.