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Mercedes shifts focus to capture more female fans

By Daniel Gardner, 01 Dec 2017 Car News

Mercedes shifts focus to capture more female fans

‘She’s Mercedes’ initiative targets a more equal share of the female market

Mercedes-Benz is planning to correct the balance of its male and female customers with a renewed focus on addressing the needs of women. The brand currently has a buyer base predominantly represented by men.

Since it launched its She’s Mercedes campaign, the company has made a concerted effort to establish the most important factors women consider when buying a vehicle as well as creating an entirely new digital and print hub tailored specifically for a female audience.

Speaking at the Los Angeles motor show, Mercedes board of management member for marketing and sales Britta Seeger told Wheels that the strategy was working but there was still more work to be done.

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“This is exactly why we emphasise a lot of the direct contact with the female customers and we do special events, network and driving events for women because they are very interested in owning and driving a car and getting feedback and more technical details about a car,” she said.

With the She’s Mercedes initiative, the German car giant plans to capture a greater share of a market that has remained inexplicably neglected by many brands.

“In the coming years, our aim is to establish Mercedes-Benz as the most attractive premium car brand in the world for women and to significantly increase the proportion of female customers,” claimed the launch material.

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The initiative is a strategy that has begun to implement more specific training for female customers, the employment of more women within Daimler, and events and networking opportunities that the company hopes will attract more women to the three-pointed star.

The move goes hand-in-hand with other Mercedes more lifestyle-focused missions outside bricks and mortar dealerships and the basic target of selling cars, including the Mercedes Me venture.

This month, Australia’s first Mercedes Me location opened its doors in Melbourne, allowing fans of the brand to spend time in a cafe and meeting space away from a conventional retail environment.

A growing model line-up that will soon top 40 choices is not harming the plan to attract more female buyers, said Seeger.

“I think the tastes of men and women around the globe are different so with the 40 models in the future I think we have the perfect basis to address the whole globe.”

As a key ambassador for the She’s Mercedes strategy and the inspiration of women to go further, achieve more and aim higher, Seeger was happy to admit that she is always the one at the wheel when her husband and family hit the road.

“If you ask me, I think I am the better driver”.