From Sustainability to Social Media, From Experience to Data: Mercedes-Benz Shares Its High-End Brand Communication SOP at NTNU
On the November 20th (Thursday), the Graduate Institute of Management at National Taiwan Normal University (NTNU) invited Ms. Penny Terng, General Manager of Marketing and Public Relations of Mercedes-Benz Taiwan, to deliver a lecture titled “Mercedes-Benz Brand Strategy and SO AMG Brand Campaign”.
Ms. Terng shared a comprehensive overview of how a luxury brand localizes its strategy- from brand positioning and integrated marketing communications to media planning. The talk was hosted by Prof. Yen, De-Fen of the Integrated Marketing Communications (IMC) course, giving students the opportunity to learn directly from a senior executive of a global luxury brand.
Mercedes-Benz has long upheld its vision of “building the world’s most desirable cars”. In Taiwan, the brand holds a 6-7% market share, significantly higher than the global average of 2%, showcasing its strong brand presence. Ms. Terng emphasized how the company continues to reinforce core values such as desire, trust, love, respect, and ease, strengthening emotional connections with consumers through localized content and high-engagement activities.
In response to the global shift toward electric vehicles, she explained that Mercedes-Benz is actively advancing its Ambition 2039 carbon-neutral goal. Considering Taiwan’s infrastructure and consumer adoption, the brand adopts a pragmatic multi-powertrain strategy, including gasoline, hybrid, plug-in hybrid, and full-electric models - treating sustainability not only as a responsibility but also as a foundation for long-term competitiveness.
One of the highlights of the lecture was the 2025 AMG (SOUL 3.0) integrated marketing campaign. With a 70:30 budget allocation between brand awareness and potential conversion, the campaign successfully connected with younger audiences through cross-industry collaborations.
The partnership with Café!n transformed 28 stores across Taiwan into AMG-themed cafés, generating over 10 million social media impressions in the first week, attracting 35,000 in-store visitors, and selling out co-branded merchandise. Overall social engagement increased by 19%.
Mercedes-Benz also prioritized digital media, allocating 70% of its ad budget to Google and Meta and continuously optimizing performance through data-driven monitoring - demonstrating a highly scientific marketing workflow.
In its communication strategy, Ms. Terng highlighted Mercedes-Benz’s focus on earned media, reducing reliance on one-way paid exposure while improving content quality and engagement on official social platforms. To better reach Gen Z and female audiences, the brand leverages lifestyle collaborations and cross-media exposure to connect with emerging consumer segments.
Beyond online communications, Mercedes-Benz has expanded immersive experience events, such as its collaboration with the upcoming F1 movie, creating a themed showcase at Taipei A13 and distributing over 40,000 promotional materials. Together with media events and KOL screenings, the brand achieved a seamless online-offline integrated marketing model.
Associate Dean of the College of Management, Prof. Lin, Shu-Jou, noted that industry-led lectures help students connect academic theories with real-world brand practices, enabling them to understand data-driven strategies, cross-platform integration, and ROI-based evaluation. Prof. Yen, De-Fen added that students benefited from discussions on audience targeting, performance measurement, and creative strategy.
The Graduate Institute of Management will continue partnering with industry to connect students with real-world resources and cultivate future marketing professionals with global vision, strategic thinking, and social awareness.