The marque is launching the brand campaign today (11 June) and it takes in features print, TV and online activity.
Mercedes says the new strapline intends to underscore its ambition to lead and highlights its latest product and technology innovations, and has been used internally for years as “a motivating rallying cry and call to top performance.”
It will now use the strapline in all its communications underneath its traditional logo.
Dr Joachim Schmidt, executive vice president Mercedes-Benz Cars sales and marketing, says: “The new brand claim is not only reflected in the core brand values of perfection, fascination and responsibility, but is also a living, breathing part of corporate culture.”
“We want to deliver the very best in all areas – be that in research and development, production, sales, service and aftermarket business or in purchasing. Based on our tradition, our customers expect nothing less than technological leadership”.