Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 11 pages
Data source: Published sources
Topics:
Mercedes-Benz; History of Mercedes; Trademark of Mercedes; Quality ratings of Mercedes; JD Power; Quality problems at Mercedes; Firsts at Mercedes; Quality concerns at Mercedes; Quality checks at Mercedes; Vehicle dependability study; Initial quality rankings; Customer complaints at Mercedes; Suppliers of Mercedes in the US; Grievances about Mercedes; MCG Best
Abstract
By the end of the 1990s, Mercedes-Benz (Mercedes), the car that had been adored by presidents and popes for seven decades, was witnessing rising customer complaints regarding its quality. Mercedes, which ranked No 1 in the first ''Vehicle Dependability Survey'' of JD Power and Associates in 1990, saw its rank slipping to No 3 in 1999 and finally to No 26 in 2003. The case discusses the reasons of the quality problems of Mercedes A-Class and M-class cars and how in turn this affected the overall brand image of Mercedes.
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Abstract
By the end of the 1990s, Mercedes-Benz (Mercedes), the car that had been adored by presidents and popes for seven decades, was witnessing rising customer complaints regarding its quality. Mercedes, which ranked No 1 in the first ''Vehicle Dependability Survey'' of JD Power and Associates in 1990, saw its rank slipping to No 3 in 1999 and finally to No 26 in 2003. The case discusses the reasons of the quality problems of Mercedes A-Class and M-class cars and how in turn this affected the overall brand image of Mercedes.