When German Engineering Just Isn't Enough

Since the dawn of the industrial revolution, Mercedes-Benz and BMW have been battling it out to enter the hearts of Westerners. Now a days, simply modeling cars in their showrooms just isn't enough to really tie someone into spending a year's paycheck on one of their bavarian motor vehicles. This day and age, Mercedes and BMW have turned to a more heartfelt approach to people. Personal stories. 

Now while everyone loves a good tv paid actor, real personal stories from customers seem to hit the heart so much deeper. So much, that both german brands partook in the festivities. Now as to which car company did the customer engagement process better, the trophy would have to go to BMW. BMW was able to be more effective by grabbing the readers attention with more realistic stories coming from common American families. Not necessarily coming from the wealthier customers as these brands seem to market more towards. Having families tell their story about their BMW lasting them for years with just regular maintenance inspires people to trust and spend more.

In doing so, BMW and Mercedes are able to use customer experience as their marketing tool to be appeal to families. Both companies are able to be engaging, effective, and trustworthy through these marketing techniques.