Case
Teaching Notes
Supplementary Resources
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.
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Resources
Exhibit 1: The Moose Test in the Media
Source: Der Spiegel 45 (1997).
Exhibit 2: Moose Test Humor
Source: Autozeitung (1997), Handelsblatt (1997).
Exhibit 3: Campaign Ad Started on November 12, 1997
Source: Daimler-Benz AG.
Exhibit 4: Ad Campaign Using the Spanish Driving Test Picture
Source: Daimler-Benz AG.
Exhibit 5: Re-Launch Campaign with Tennis Star Boris Becker
Exhibit 6: Image Evolution for the A-Class, Mercedes Group, Schrempp, and Hubbert
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