Generation Benz Fact Sheet
Generation Benz (www.generationbenz.com) "GenBenz" is an exclusive, online market research community created to provide a direct connection with Mercedes-Benz to the "Generation Y" consumer both individually and as a group, focusing on interests on and off the road. Through a series of questionnaires, polls, live chats and events, the site serves as a channel for participants to engage in dialogue that helps shape the brand for the future generations of Mercedes owners. Topics of discussion range from lifestyle and shopping to alternative fuels, engine technologies, and roadside assistance.
The site was launched in May 2008; the community has 480 Members - Owners and Prospects
Recent Activity and Findings:
- To date, 122 Activities, 78 Polls, and 104 Discussions have taken place
- More than 50% of members are willing to pay a premium price for a great brand experience.
- Members take brand reputation, perceived value and how well the product serves their needs into consideration when making a purchase.
- Latest topics include:
Marketing
"Profiles" campaign feedback
Facebook: usage, ideas for topics/content, suggestions how to build our fanbase
Product
Upcoming 2012 CLS, including "Design the ultimate Launch Edition CLS"
In-Car Internet
Future Engine Badges for the 2012 C-Class and SLK-Class
Future GL Engines: Expectations of Power & Performance
4MATIC
Technology
iPad: usage, technology, and advertising
mobile apps: usage, technology, and advertising
Competitive insights
BMW 5-Series
Porsche Panamera
Audi A5 Cabriolet
- Recent quotes include:***
"We had a great time (at fashion week) and really appreciate the courtesy by Generation Benz! I am literally in the process of getting a new Benz especially after this..." - Param212
"I'm not a Mercedes Benz owner, but I adore the brand. I'm glad to be here to provide any input I can to help the company." - gsgmxm5
"The main idea is that MB is willing to listen to the crowd and especially the younger crowd. That's very important and a bit different from the old MB, and I think it's worth telling people." - Rominl
"I've discussed with a handful of people about the mechanics of this site and how MB is making a genuine effort to get as close to their customer as possible." - 561design
"This GenBenz program itself has helped increase my interest in Mercedes Benz and MB." - mgill3
Event Highlights:
- Most recent: Approximately 30 GenBenz members have participated in Weekend Test Drives with new E-Class vehicles (mostly out of the Montvale office and a few out of Central and Western Region). Members are encouraged to blog, twitter, update their Facebook status, and submit a video of their test drive
- Several members had the opportunity to test drive the Mercedes GLK for an entire weekend, one of which posted their experience on YouTube: http://www.youtube.com/user/dalazernet
- To help gauge the younger Mercedes-Benz customer experience, more than 20 members participated in a Mystery Shopper activity, involving a visit to their local Mercedes-Benz dealers and completed a private survey about their shopping event.
- To further engage the community, 20 members participated in a three-day blog project addressing a variety of topics, including their background, the economy, the luxury market and the Mercedes-Benz brand.
- To learn more about lifestyle preferences, members have had exclusive invitations to various events:
- More than 40 members attended the L.A. and N.Y. Auto Shows in 2008-09.
- More than 25 members and their guests attended the L.A. , N.Y., and Miami Fashion Week events in 2008-09.
