The traditional Mercedes Benz target market includes upper-class consumers aged 40 and up who want a car with luxury-level conveniences and a high-end feel. Mercedes Benz is looking to expand that market during the 21st century.
Although Mercedes Benz continues to target many of its models to upper-class, middle-aged drivers, some advertising campaigns are focusing on different populations. Mercedes Benz is targeting middle class drivers with its lower-priced, but still luxury level, CLA sedan. Ads featuring popular music and online activities draw in younger upper-class buyers in an attempt to create a positive emotional connection between the Mercedes Benz brand and upper-class young adults aged 25 to 40.