Visionary. Passionate. Fascinating. Service. Mercedes-Benz. The future of the automobile. A big promise from Mercedes-Benz' website. Unfortunately, it doesn't deliver.
Although manufacturers have many fascinating and sophisticated products, the automobile market in Asia is generally lacking in its communications.
The gap between the communication and the product from innovative brands is 'conservatism'.
In comparison to the US, consumers in Asia pay more to own a vehicle, and tend to consider longer before purchasing.
However, buying a car is not a lifetime investment. Conservatism is therefore not necessary. Buying a car is more than just an investment, it also fulfills one's fantasy.
Mercedes-Benz is too conservative with its site. The site is full of the manufacturer's tone of voice. It gives people an impression that the brand only cares about sales.
The website, to a certain extent, is like an online product leaflet with information about the company's background and it's news. If this is what Mercedes-Benz had intended, it is a job well done.
But, I think consumers want to see something more exciting and even unexpected from one of the world's automobile giants.
The advantage of online media is that it can produce experiences that other media can only dream of delivering. An online site from Mercedes-Benz should open consumers' eyes by showing them that Mercedes-Benz not only stands for luxury cars, but it also represents the future of the automobile industry.
