Mercedes and the Moose Test (B)

Abstract

The case describes a crisis management situation faced by Mercedes-Benz, a division of Daimler-Benz AG. In 1997 Mercedes introduced a revolutionary new car, the A-class, Mercedes' first entry into the compact car segment. The A-class was positioned as an entry-level vehicle in the Mercedes line and represented Mercedes' attempt to grow beyond its core market. A few days after the car was officially introduced, it rolled-over during a test known as the “moose test” conducted by a Swedish journalist. The A-class's failed moose-test created extensive media coverage in Germany and other European countries, threatening the success of the A-class launch.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

You are not authorized to view Teaching Notes. Please contact your librarian for instructor access or sign in to your existing instructor profile.

Resources

Exhibit 1: The Moose Test in the Media

Figure

Source: Der Spiegel 45 (1997).

Exhibit 2: Moose Test Humor

Figure

Source: Autozeitung (1997), Handelsblatt (1997).

Exhibit 3: Campaign Ad Started on November 12, 1997

Figure

Source: Daimler-Benz AG.

Exhibit 4: Ad Campaign Using the Spanish Driving Test Picture

Figure

Source: Daimler-Benz AG.

Exhibit 5: Re-Launch Campaign with Tennis Star Boris Becker

Figure

Exhibit 6: Image Evolution for the A-Class, Mercedes Group, Schrempp, and Hubbert

Figure

Source: Töpfer, 67.

Exhibit 7: Sales of New Cars in Germany, 1998

Rank

Model

Units Sold

1

VW Golf/Vento

347,151

2

Opel Astra

220,095

3

VW Passat

160,127

4

Opel Corsa

128,141

5

Opel Vectra

126,645

6

BMW 3-series

123,937

7

Mercedes C-Class

112,513

8

VW Polo

106,341

9

Audi A4

101,935

10

Mercedes E-Class

93,449

11

Renault Megane

88,417

12

Ford Mondeo

84,781

13

BMW 5-series

81,904

14

Ford Fiesta

78,660

15

Ford Escort

77,292

16

Mercedes A-Class

76,443

17

Audi A6

70,428

18

Audi A3

59,923

19

Renault Twingo

58,495

20

Ford Ka

56,141

Source: Frankfurter Allgemeine Zeitung, January 30, 1999, 60.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles