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How can Mercedes stay relevant to the future consumer generations as a luxury automotive brand

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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.
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

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