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Article: Mercedes ads downplay luxury, stress safety.(NEWS)(dialogue with Steve Cannon of Mercedes-Benz USA Inc.)(Interview)
- Article from:
- Automotive News
- Article date:
- October 12, 2009
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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At a time when ostentatious spending has become almost taboo, Mercedes commercials are touting attributes such as safety and technology.
"You have to give people the justification that says, "Yes, a Mercedes-Benz is relevant to me it can save my life,' " says Steve Cannon, vice president of marketing at Mercedes-Benz USA.
Cannon, 48, has been in his job since the summer of 2007. Mercedes-Benz USA rehired him after he had spent four years as principal of Richards Group, a Dallas advertising agency.
Cannon started his automotive career at Mercedes-Benz in 1991.
He was interviewed by Staff Reporter Diana T. Kurylko.
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