Publicação
How can Mercedes stay relevant to the future consumer generations as a luxury automotive brand
| Resumo: | In the fast-paced luxury automobile market, iconic luxury automakers like Mercedes-Benz face the challenge of adapting to technological innovations without compromising their core identity while competing with younger tech-focused brands. As generational factors gain increasing significance, understanding how to stay relevant next to future generations becomes fundamental for the brand’s future survival. Through quantitative research on 108 respondents, the study concluded that the coming generation seems to have inherited some ideas and perceptions. At the same time, Gen Z seems more demanding and expects technology integration into traditional luxury values but is not as excited about the industry’s electrification. |
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| Autores principais: | Lobo, Leonor Príncipe Rosado Camacho |
| Assunto: | Mercedes-Benz Luxury Luxury automotive industry Future Motorsport Innovation Generation z |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In the fast-paced luxury automobile market, iconic luxury automakers like Mercedes-Benz face the challenge of adapting to technological innovations without compromising their core identity while competing with younger tech-focused brands. As generational factors gain increasing significance, understanding how to stay relevant next to future generations becomes fundamental for the brand’s future survival. Through quantitative research on 108 respondents, the study concluded that the coming generation seems to have inherited some ideas and perceptions. At the same time, Gen Z seems more demanding and expects technology integration into traditional luxury values but is not as excited about the industry’s electrification. |
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