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[Jabberwocky]

Thanks for the marketing lesson...haven't had them before My point is I can't see Lewis being used in some of Merc marketing campaigns as the main reason for the sale boost in the US market. I don't think (even if he is known by non F1 fans) that he would make a perspective buyer swing towards Merc over BMW.

Good point, and I'm an example of what you're talking about. I'd never buy a Merc road car today when I have the cash to spring for a BMW or Audi instead. I support the race team through and through but that's as far as it goes. So Hamilton being my favourite driver is not going to make me buy a Mercedes, but it might make someone else who is 'iffy' between a Merc and a BMW to just lean that 1% more towards a Merc since Hamilton drives one. (when he isn't in an F1 car)

Do you think it would? I find it amazing that anyone would think like that. I'm looking at Audi / BMW / Mercs at the moment - and Lewis will have NO affect on that decision what so ever.

Not sure if this helps you but I don't know if I would have another bmw.

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[CookinFlat6]

Dont worry, soon an F1 journalist will write a piece linking Mercs sales and F1 and Lewis' arrival

Then we can all accept it

[Hammer278]

[
Not sure if this helps you but I don't know if I would have another bmw.

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You bought the wrong BMW. You were warned mate.

[LRW]

Not sure if this helps you but I don't know if I would have another bmw.

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Not really. I loved my BMW for the two years I had one.

[What's Burning?]

Buy a real car. Porsche.

[LRW]

Buy a real car. Porsche.

You know what, Id love to; but they are not really practical enough.

[Jabberwocky]

To be fair to the bmw it does everything it is asked to do. However it has no soul, no quirks to adhere me to it.

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[LRW]

i.e. Its not shit enough?

[darwin dali]

i.e. Its not shit enough?

A bit harsh

[CookinFlat6]

More thoughts on the Lewis effect

And despite the disappointing form in his second career Schumacher is still box-office around the world and a hero in Germany; the Mercedes thinking goes that many of the hoardes of Germans who flocked to watch him race at Hockenheim 20 years ago are now at an age where they will be looking to buy a car in the Mercedes price-range.

Rumours have suggested for some time that Vodafone may be looking for an exit route from its successful but expensive Formula One sponsorship

That value will be hard to replace but in Hamilton the Mercedes board in Stuttgart have a man who, potentially, could help reduce the age of the average Mercedes buyer - even if, from the outside, the combination of Hamilton, his pop star girlfriend and his occasional celebrity entourage and the sleek brand values of Mercedes might seem jarring.

That Hamilton has gone to Mercedes, which has been holding out on signing a new long-term commercial agreement to tie it to Formula One, is all the better for Ecclestone. With its new star secured, Mercedes is staying put.

http://www.sportspromedia.com/sportspro_blog/why_lewis_hamilton_chose_mercedes_and_what_it_all_means_for_the_business_of/

Zetsche was adamant that there could be no collaboration on the track, as F1 – and motorsport in general – was a key component in Mercedes' marketing strategy as it attempts to set itself apart from its rivals.

"While we do cooperate…. part of our marketing is motor sport and the engine is a core competency - we want to show that we can build the best engine,” he claimed, “A common engine has sometimes been discussed in F1 but, if it came to that, it would time for us to leave.”

2013 proved to be Mercedes' most successful season to date since returning to F1 as a constructor, with Nico Rosberg and Lewis Hamilton claiming three races win between them, and sharing the qualifying battle with eventual champions Red Bull, ironically powered by Infiniti-badged Renault engines. After the disappointment of 2012, when it followed back-to-back fourth places in the constructors' championship with a drop to fifth, Zetsche acknowledges the improvement.

http://www.crash.net/f1/news/199193/1/common-engine-would-end-mercedes-f1-involvement.html

So Daimler use F1 to sell cars, they replaced MS with another figure head Lewis, and are now very happy with how its gone

[Hammer278]

Cookin all that means nothing and you can prove nothing because.... BMW is still the market leader.

....

[CookinFlat6]

YES BUT Merc have failed miserably. It was a waste of money to employ Lewis. They would have increased their share of the market even without a younger wider appeal. They would have done the sales they did even without having drivers

[sagi58]

...And, this is where I just dont see it working on me. I am a Hamilton fan (I know I keep it well hidden), and I would NEVER think of Hamilton when I see a C-class driving past. I wouldn't even think of the F1 team. Road cars and F1 are so separated in my mind, I cant make a connection.

Though I do agree with you, I have to admit that when I see a Ferrari, I do think of the F1 team!
The FIAT? Not at all.
Dumb question of the day: Does Mercedes make a sports model that's comparable to F1 models?

[CookinFlat6]

...And, this is where I just dont see it working on me. I am a Hamilton fan (I know I keep it well hidden), and I would NEVER think of Hamilton when I see a C-class driving past. I wouldn't even think of the F1 team. Road cars and F1 are so separated in my mind, I cant make a connection.

Though I do agree with you, I have to admit that when I see a Ferrari, I do think of the F1 team!
The FIAT? Not at all.
Dumb question of the day: Does Mercedes make a sports model that's comparable to F1 models?

[sagi58]

Thanks for the marketing lesson...haven't had them before My point is I can't see Lewis being used in some of Merc marketing campaigns as the main reason for the sale boost in the US market. I don't think (even if he is known by non F1 fans) that he would make a perspective buyer swing towards Merc over BMW.

I would suggest that the "breaker" would be the price on the vehicles in question.
It would definitely be the bottom line, for me, regardless of who is in the ads!