Marketing Mercedes in the downturn

06/23/2009 | Adweek

How do you sell a line of luxury cars in the midst of an economic recession? Steve Cannon, the vice president of marketing for Mercedes-Benz USA, tells Adweek that customers think of the car as a luxury, not as a necessity. "We've got lots of E-Class customers out there and it's important in a time like this to work with your loyal customer base," Cannon said. "It's easier to maintain loyalty than it is to [try for] conquest in a tough, tough market."

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