Defining how to call a brand is not an easy task. However, 120 years ago, someone looked around and found the easiest way to do it.
For marketing and communication experts, the Name of a brand and its logo will be the beginning of much of the success. And choosing it is not an easy task.
However, more than a century ago, when competition in all sectors was less, entrepreneurs did not take as long to make this decision, and resorted to more “homemade” ways to patent their business.
Beyond that, in this unnoticed case count, there are always successful and memorable bets, and here it appears Mercedes Benz, one of the most recognized automakers worldwide, in the premium segment, which celebrates 120 years of its name
The decision of this German automaker was a historical fact and still is. It is the only one in the sector with a feminine name, having originally been only “Mercedes”, to which Benz added over time. And this is their story.
Mercedes Benz, the origins
The story began 120 years ago when the Name of a girl just 11 years He became a legend for the auto industry.
On April 2, 1900, Daimler-Motoren-Gesellschaft decided to call the world’s first high-end car brand Mercedes, in honor of the daughter of the Austrian businessman Emil Jellinek.
Jellinek traded in Daimler vehicles and enrolled them in auto racing. The first car to be created under the brand new name was the Mercedes 35 PS, which caused a sensation during a race held in Nice in 1901. The admiration for this vehicle not only came from its advanced technology, which allowed it to win several competitions with great advantage, but also for its extraordinarily elegant design.
The Mercedes 35 PS has since become an example to follow. At that time, during his presentation, the experts already affirmed: “We have entered the Mercedes era”.
It is from that moment that the cursive letters of “Mercedes“They decorated the radiators of Daimler’s passenger cars. The name was registered as a trademark on June 23, 1902.
Then the brand name was changed to Mercedes Benz after the merger of the Daimler and Benz companies in 1926. Like no other car company, Mercedes-Benz knows how to combine elegance, quality and the latest technology. The secret to the success of today’s Mercedes-Benz design is also the combination of intelligence and emotion.
Gorden Wagener, Design Director of the Daimler Group, explains: “With our design we combine the staging of technology and emotions creating an aspirational experience, as is the case today for example with the new compact GLA or the innovative EQC, the first Mercedes electric -Benz. “
Mercedes-Benz is the only automaker that bears a feminine name on its imprint. After 120 years of success and trajectory, it is evident that women have always played a very influential role in the history of one of the most important automakers in the world. Women like Mercedes Jellinek or Bertha Benz (the first person to drive a long distance in a car) have marked a milestone in Mercedes-Benz since its inception.
Today Mercedes-Benz is recognized as one of the most valuable brands in the world by world rankings. It is distinguished by its leadership in providing mobility solutions, it is at the forefront of innovation and new technologies, now focused on the electrification of vehicles. This is the continuation of an uninterrupted success story, which started 134 years ago when Mercedes-Benz created the car.
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