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Collector’s Car and Marketing of New Vehicles

The Case of Daimler-Benz AG
  • Maarten De Groot
  • Bryn Mccrossan Maire
Chapter

Abstract

Corporate strategies concerning collectibles offer interesting experience lessons for other areas of consumer durables with important symbolic content. Indeed, numerous car manufacturers with long histories in the automotive industry, utilize their early models as a means of reinforcing their image, increasing their client loyalty and contributing to the prestige of the brand name. This case study deals with the corporate strategy of the leading German car manufacturer, DAIMLER-BENZ AG, concerning services around the older Mercedes models, as well as the related marketing opportunities. It is shown that reconditioning of collector car models both provides a profitable business opportunity and reinforces the company’s image of quality producer, which is important in marketing of new vehicles.

Keywords

Spare Part Corporate Strategy Corporate Communication Press Information Crumple Zone 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media Dordrecht 1998

Authors and Affiliations

  • Maarten De Groot
    • 1
  • Bryn Mccrossan Maire
    • 1
  1. 1.University of NeuchâtelSwitzerland

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