Mercedes CLS and SLS AMG voted best cars of the year: Three awards in Auto Trophy 2010
Star brand gets highest rating in the Safety category and overall
Mercedes-Benz is most successful brand since the introduction of AutoMarxX, capturing first place a total of 12 times
Dubai: It has been a week of celebrations for Mercedes-Benz, starting with the CLS and SLS AMG being honoured by readers of the German trade journal "Auto Zeitung". This victory was shortly followed by the German manufacturer regaining top position in the AutomarxX brand ranking of ADAC, the world´s second largest automobile club.
The celebrations began when the winners of the 23rd annual readers' poll conducted by "Auto Zeitung", to determine the best cars of the year, were announced. First off the award ranks was the new Mercedes-Benz CLS which was named the best model of the year in the luxury segment. The Mercedes-Benz SLS AMG topped the readers' poll as best super sports car for the second time in succession. Both cars received the renowned "Auto Trophy". Meanwhile, the campaign for the Mercedes SLS AMG, entitled "Is it still a car?" was voted the best advertising campaign of the year.
Only days later, Mercedes-Benz regained the top position in the AutomarxX brand ranking of ADAC, making it Germany's best automotive brand. Mercedes-Benz is the most successful automotive brand since AutomarxX was introduced in 2001, capturing first place a total of 12 times and beating its competitors in more than half of all the rankings. The ADAC study assesses the automotive brands sold in Germany in the categories of Product Strength/Vehicle Quality, Safety, Customer Satisfaction, Environment, Brand Image, and Market Strength. The results reflect the current capabilities of all automakers that are of relevance in Germany. A winner is ascertained for each category, on the basis of which the overall winner is then determined.
The main factors assessed in the Safety category are the availability of active and passive safety systems and the degree to which vehicles are fitted with these systems as standard without any surcharge. Mercedes-Benz took first place in this category. The Product Strength/Vehicle Quality category incorporates the results of 500 recent vehicle tests, includes those of external safety organizations such as the TÜV and DEKRA reports and of the ADAC breakdown statistics. Mercedes-Benz also did outstandingly well in this category.
In the Brand Image category, the individuals surveyed were primarily interested in maximum quality and the best-possible safety standards. Not only did Mercedes-Benz take first place in both of these areas, the people surveyed also rank the brand at the top with regard to automotive research and development. Mercedes-Benz improved its position in two other categories, which evaluated Customer Satisfaction and Market Strength.
Commenting on the win, Frank Bernthaler, Director, Sales and Marketing, Mercedes-Benz Cars Middle East & Levant said: "We are extremely proud of these accomplishments, which are a clear and positive reflection of how successful and desirable the Mercedes-Brand is. At the same time, the results confirm our efforts to deliver our customers the very best in all areas each and every day."
Since 2001, the ADAC AutomarxX study has been assessing the reputation and market strength of automakers that are of relevance in Germany. To date, the study has been published 23 times, with Mercedes-Benz taking the top spot on 12 occasions. The AutomarxX results are based on numerous studies and interviews. For example, the evaluation for the Brand Strength category incorporates the results of the ADAC Motorwelt image survey of 4,000 German citizens as well as an assessment of vehicle residual values.
-Ends-For more information, please contact:
Sarah Plummer
Press contact
bbdo.plummer@daimler.com
Mob: +971 50 6550286
Natasha Petre
Marketing Specialist
Mercedes-Benz Cars
Daimler Middle East & Levant
natasha.petre@daimler.com
PO Box 17880, Jebel Ali
Dubai, United Arab Emirates
Tel: +971 4 8833200
Fax: +971 4 883320
Further information from Mercedes-Benz is available online at: www.media.daimler.com
© Press Release 2010
