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Competitive Advantage Case Study

Case Title:

Mercedes’ Gamble in Crossover Vehicles

Publication Year : 2004

Authors: Soumitra Das & Sumit Kumar Chaudhuri

Industry: Automobiles


Case Code: CCA0052

Teaching Note: Not Available

Structured Assignment: Not Available

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Come 2005 and the first lot of crossovers will roll out from the stables of Mercedes-Benz. Named as the Grand Sports Tourer (GST), Mercedes is targeting its crossovers mainly at the US market. The crossovers are a blend of the best attributes of minivans, sedans and SUVs (sports utility vehicles) and are the latest fancy in the US light vehicle market segment. The GST will come with a super premium price tag vis-a-vis contemporary crossovers. But the gamble remains in positioning the GST

Pedagogical Objectives:

  • To discuss the strategies followed by Mercedes to position its crossovers successfully in the light vehicles segment of the US.

Keywords : Mercedes gamble in crossover vehicles, Marketing Strategies Case Study, Grand Sports Tourer (GST), US light vehicle market, Crossover in US, Positioning Mercedes GST, Subaru, Evolution of crossover vehicles

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