Why Are Mercedes-Benz Fans That Loyal?
Brand loyalty isn’t created overnight. Indeed, it takes years of extensive research and development, market analysis, and exceptional products — and Mercedes-Benz did exactly that. As a result, the German luxury automaker is now among the few companies with a fanbase that sees it as more than just a carmaker.
Still, other brands seem to have caught up lately; BMW offers a better driving experience, Audi has arguably better interiors, and Lexus cars are far more reliable. On that last bit, reliability is only a concern with modern Mercedes’ — my C123 Coupe, for example, refuses to die! And even when it has issues, I buy the parts online and replace them at home following the instructions found in a Mercedes-Benz repair manual. Of course, most repairs are much easier on older cars. Heck, I’ve even rebuilt the engine with a friend!
Does that mean I would stay loyal and purchase a modern Mercedes-Benz, though? Nothing could be less certain; things have changed with the brand lately, especially regarding reliability, but I still drool over the latest CLS. The combination of design, engineering, interior quality, and performance still seems unsurpassed in the automotive world — well, in my eyes, at least.
But that brings the question: “what makes other Mercedes fans so loyal, despite the brand not being what it used to be?”
Let’s see about that!
Mercedes-Benz Technology and Engineering
Mercedes-Benz is a true pioneer in automotive engineering and boasts hundreds of patents. Since its inception back in 1926, it has continuously developed and incorporated new technology into its products. From introducing the first supercharged engine to developing the Brake Assist System, Mercedes-Benz has made significant contributions to the fields of performance and safety.
Indeed, all new Mercedes-Benz vehicles come with its PRE-SAFE safety system that can sense impending danger and makes necessary adjustments such as preparing the front head restraints for impact and increasing the seat belt tension.
Furthermore, the company is a global leader in combating vehicular pollution. Its sophisticated BlueTEC technology significantly reduces NOX emissions in diesel engines by injecting AdBlue into the exhaust system and converting the nitrogen oxide into harmless nitrogen and water.
Mercedes-Benz’s technological prowess is also demonstrated by its latest MBUX Hyperscreen extending across the dashboard’s width. The massive OLED screen can control almost every aspect of your vehicle, including the climate, multimedia, and interior lighting systems. Furthermore, the MBUX Hyperscreen also uses cameras to detect the driver’s eye movement and check whether they focus on the road or the screen, and then automatically dim the content being played.
And all these innovations are just a speck of Mercedes-Benz’s massive arsenal. Owners worldwide are offered a host of other technologies making its vehicles worth every penny, including 360 parking, blind spot assist, and a head-up display with augmented reality. In other words, if you want the latest and the greatest, you’ll want a Mercedes-Benz.
Emphasis on Quality and Longevity
Mercedes-Benz thrives on longevity. In fact, even today, you will find old 1980s models on the road, driving with the same elegance and finesse — just like my C123. As a perspective, the second longest-running vehicle ever is a 1976 Mercedes-Benz 240D with over 2,850,000 miles on the counter — not bad, right?
The company also doesn’t hold back when it comes to providing premium and high-quality materials. Indeed, every Mercedes-Benz gets nothing but the best leather, comfortable seats, and a sturdy exterior. You can quickly feel the difference between a Toyota and a Mercedes-Benz with just a touch.
However, Mercedes-Benz’s new business plan is slowly fading away this exclusivity. The automaker is shifting to a business model catering to the masses, with its products becoming more affordable. However, this price drop has also put a dent in the brand’s overall reputation. And while most modern-day Mercedes-Benz cars do not typically compromise on interior quality, they are definitely not as reliable as their predecessors.
Older Mercedes-Benz vehicles were explicitly built with a highly-reserved clientele in mind and lasted for more than 20 years on average. Newer models are too complex and the advanced technology significantly increases the number of components and parts that can fail over time.
As a result, repairing a modern Merc can be a nightmare, even for a professional mechanic with a Mercedes-Benz auto repair manual on hand. However, it’s not really an issue for most buyers, as they typically have the budget to have their car serviced directly by the dealer. And when it comes to the aftersales customer experience, the company is among the best in the business — given that you can afford it.
Mercedes-Benz’s massive fanbase, and how loyal it is, has a lot to do with its exceptional customer service. For instance, every dealership provides a unique insight into the world of Mercedes-Benz, making sure to take care of the individual needs of its customers and leaving no stones unturned in providing the experience of a lifetime.
To put the cherry on top, Mercedes-Benz recently launched its “Best Customer Experience” marketing and sales strategy to upgrade and completely digitize its service. Upon arrival at the dealer, Merc’s Star Assistant, the first contact between the brand and its customers, introduces the products and services offered. Then, the Star Assistant will connect customers with product experts or the sales team, who will now resort to 3D digital images to provide virtual tours of its vehicles — quite 2022, to say the least.
And this experience is not just limited to first-time buyers; repair and maintenance at a Mercedes dealership are equally hassle-free. You just need to show up with your vehicle, and the experts will take care of the rest. The dealerships are equipped with the necessary infrastructure and trained professionals who follow a Mercedes-Benz shop manual to take care of your ride.
Still, I wouldn’t recommend classic Mercedes owners to visit an authorized dealer due to the exorbitant prices. Moreover, anyone with basic auto mechanic skills can repair an older model, particularly if they can rely on a digital Mercedes repair guide. Don’t have one yet? Take a look at eManualOnline — repair manuals are cheap, yet ensure every repair is done the right way.
Mercedes-Benz is all about being at the top of the game. The German brand has been making the finest cars in the industry for close to a century now and continues to deliver the same quality products. But above technical aspects such as the high safety ratings, luxurious interior, and comfortable ride, the Mercedes-Benz logo itself also makes owners loyal.
Like most premium brands, Mercedes-Benz has become more than just an automaker; instead, people view it as a status symbol and an icon in the automotive world — and Merc owners obviously love that.
Of course, this situation will likely continue in the electric era — Mercedes-Benz has been quick to embrace battery-electric vehicles and already has a full range of models on offer. It might not be the pioneer it once was, but it’s still ahead of the competition in many ways!