Visions of Mercedes-Benz usually involve long stately limousines, flashy roadsters, or Kimi Raikkonen’s own chrome-plated weekend drive. What to make then of this, a stubby hatchback that proudly displays a large three-pointed star on its snout? Mercedes’ ad campaign ostensibly states that this car is for everybody—moms, dads, families, lovers, young and old. That immediately raised the alarm: any such formula usually results in a muddled product suitable for nobody. Those contemplating a first purchase of a Mercedes via the B-Class can take heart: the ad planners may be sending out mixed messages, but the product itself is well suited for its particular audience.
