The case describes the situation, crisis faced by Mercedes-Benz, division of Daimler-Benz AG. In 1997, Mercedes introduced a revolutionary new car, A-Class, the first entry Mercedes "in the compact segment. A-Class is positioned as an entry-level car in the Mercedes lineup, and represented an attempt to Mercedes", to step outside of its core market. A few days after the car was officially unveiled, it prolonged during the test, known as the "moose test" conducted by a Swedish journalist. Failed A-Class elk test created extensive media coverage in Germany and other European countries, threatening the success of A-class start. "Hide
by Daniel Diermeier Source: Kellogg School Management 15 pages. Publication Date: January 1, 2004. Prod. #: KEL049-PDF-ENG
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