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'.
This article was first published on marketingmagazine.co.uk