^ Yeah ....the history has become a very important aspect of its marketing because it is one thing that sets Mercedes apart from [particularly] Lexus. But in real terms, its not like Mercedes' products are so far above everything else on the market anymore. The history might be illustrious, but the present-day products are not so vastly different from their competitors.

This is true, but it is still there. This is what I was talking about in a post on the first page. Even if MB isn't head and shoulders above everything else on the road anymore the promise that it is still draws some to at least drive one. The promise of something otherworldly is what that history does for MB today....for some intenders to the brand. Like for me it was the 80's style and character and the things I heard about an MB when I was a kid. Some of it true, some of it not so true...it still made me want one.

M

Even people to whom the history of a brand isn't that important should know that Lexus cannot touch (can never touch) Mercedes in terms of brand prestige. The amazing history of Mercedes over a century simply cannot be reached by Lexus churning out a few reliable and well-equipped cars over for a mere 20 years.

It doesn't make any sense why the morons (allow me to say that in anger, because I am royally pissed off here ) who filled out this survey think Lexus has more brand prestige over Mercedes simply because of better service, more reliable cars and more standard features.

Like Merc1 and I keep saying, brand prestige has to be earned over time through a variety of means which include motorsport, innovation etc. Lexus hasn't done anything here except take existing technology and refining it a bit and then claiming they invented it in their BS marketing...



Even if the history of a brand is a selling point, it still proves that one brand is older than the other, has achieved and contributed more and should therefore have a higher prestige rating.

I simply cannot give Lexus much credit because unlike the European luxury brands they have never had time to evolve or define themselves in the 20 years they've been around. Toyota set up Lexus, stated that we're going to be like Mercedes with maybe some BMW thrown in and we're going to undercut the "Krauts" in pricing and offer better service. Everything they do relies too much on excessive marketing and hype.

I'm sorry, but Lexus to me is more of a marketing company than a car company. And by the looks of it their marketing works...



The Mercedes' Final Edition models are the same thing as the Lexus Pebble Beach models: a final attempt at selling old and outdated cars by offering a more gussied up version. Yes, it's marketing and speaks mainly to enthusiasts who love the MB ML, CLK, SLK, SL or Lexus SC (etc.).

Well, I am sometimes critical of Mercedes, but in all honesty I've not had any reasons to criticize some of the things they do. For example, when Mercedes talks about ___ horsepower or ___ MPG in their advertisements, the car in question actually delivers on these promises. I believe a few years ago Lexus was sued by some SC430 and LS430 owners because their tauted "300-hp" car only made 280-horsepower (something like that). Correct me if I am wrong. Plus, the LS600h hasn't achieved the official performance and MPG ratings as claimed capable by Lexus. There are a number of Lexus cars which seem to not deliver on "marketing promises". In the case of Mercedes, they do deliver for the most part.



Once again, I LOVE MERCEDES. I've been fascinated by this brand from an early age. The history, their achievements, their classic cars, their motorsport history, their technical and safety innovations... the list is endless. I think Mercedes is a brand that creates fascination amongst most normal people (we're not talking about fanboys or haters here).

I don't think anyone can be fascinated by the history of Lexus. Seriously, what's so exciting about watching a Toyota Celsior in 1989 getting a LHD cockpit, a gold-plated "L" badge and a new name? *Pun intended*

Again, I don't want this to sound like I am a diehard fanboy, I ain't. But this whole Lexus > Mercedes in prestige thing is just a whole load of a BULLSH*T. And I think you know this too.

Is it? I thought that is something the "haters" made up about Lexus. I hear it on Autolies very often.

I know you love mercedes .....and you are not alone, I feel much the same but that is a completely separate issue from how the brand is marketed.

Marketers can create prestige out of nothing.

Take a brand like Vertu: it's just a Nokia with some diamonds stuck on it -- absolutely no substance at all ...and yet millions of status-hungry consumers would kill for one

Although I agree that prestige should be earned .....it very often is not.

In our often very superficial, decadent, materialistic, global capitalist society a product can be hyped to ridiculous proportions ....appealing to the vanity of insecure consumers who need to be seen with the "best" and "the latest" thing. The world is full of BS.