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And this is how BMW says goodbye to the Mercedes Benz CEO.
In 2019, Dieter Zetsche, German engineer and business executive, stepped down as CEO of Mercedes Benz after serving in that role since 2006. He had also been a member of the Board of Management since 1998.
However, one of the things that made the biggest impact was:
The fact that the BMW brand made a video in his honor. In it, they basically recreated his last day of work. They followed his farewell at Mercedes Benz and his colleagues. And upon arriving home, he can be seen leaving his garage driving a BMW i8 roadster.
The video ends with the phrase:
“Thank you Dieter Zetsche, for so many years inspiring the competition.”
These two high-end brands have provided users the possibility of owning high-quality cars for so long. And BMW’s tribute highlights the challenge of trying to surpass both the users’ expectations and the virtues of other brands. It was the best way BMW could say goodbye to the Mercedes Benz CEO.
Was BMW’s farewell to the Mercedes Benz CEO a strategy?
This is not the first time a brand references another through commercials, whether in video formats or graphics. And although it is not always in a way of gratitude, it is important to highlight the competition emphasized by these mentions. This happens between brands like Pepsi and Coca-Cola or McDonald’s and Burger King. What do you think about this marketing strategy?
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