Mercedes-Benz is taking its sustainable future very seriously, and in doing so has announced a new campaign that will better outline the company’s sustainable business strategy and also reinterprets the company’s iconic star logo. This campaign will hit major markets around the world this February and will span TV, cinema, social media, and print ads.
Mercedes wants consumers to know just how dedicated it is to reducing its carbon footprint and becoming an all-electric brand by 2030. It’s not just enough for the brand to release the EQE sedan and EQS SUV, as it’s rethinking how it does business and how it can attract new customers with ideas like EV-only showrooms and even launching a Mercedes branded charging network.
The rethinking of the Mercedes star is the focal point of the campaign. It was originally created by Gottlieb Daimler to represent the company’s vision of mobility on land, sea, and air, and now it will be looking at those roles through the lens of conservationism and protection.
“Today, as then, the Mercedes star stands for our unique history, the pioneering spirit that characterizes the brand, and the constant innovative strength that makes the start of a new era of mobility possible,” said Bettina Fetzer, Vice President of Communications and Marketing. “This is illustrated by the slogan ‘It’s a sign of new times’. The campaign once again visualizes that, for us, luxury and sustainability belong together, surprising with emotional charisma.”
It feeds into the company’s great Ambition 2039 plan that will see it become carbon neutral all across the automaker’s supply chain, with the important inclusion of offsets. This carbon neutrality doesn’t just stop with the company either. The goal is that by that year all materials from external suppliers will also be carbon neutral, meaning all steps of the building process top to bottom will work to protect the environment.
The company also wants to be able to reuse and recycle the countless amounts of batteries from the powertrains it’s going to start producing to help close the cycle and conserve resources. This is part of the aim to have 40% recycled materials in vehicles by 2030 to conserve primary resources. This will be through the use of upcycling things like plastic bottles and whatnot and also through chemical recycling to replace certain fossil raw materials with replacements from things like recycled scrap tires.
The company aims to be radically different, and by doing so attract new customers that are looking for a climate-conscious brand to match their lifestyles. Mercedes certainly seems to be on the right track, but we’ll have to wait and see just how it’s going to pan out for them.