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The car company manufacturer has this clever ad in which apparently a classy man might belong to the Mercedes-Benz owner category. As the ad wants to put it, many people fake social status but a ken eye can easily see the difference. In this picture, the last button is the problem, because it should always be unbuttoned but the gentleman doesn’t seems to know the etiquette rules. Which, of course, isn’t classy, therefore he cannot rise to the same level of classiness as Mercedes-Benz car does. Once again, Mercedes Company wants to tell people that is not selling just a car but signifies a social status and cannot “help” the ones who’re faking it.
Mercedes is well aware of the fact that in spite of aiming towards upper-class-well-mannered clients, the middle class will always afford a second hand car of its brand and there is nothing to do about it. Or, is it?
“A part of you is no longer Mercedes-Benz.” is the most polite way of saying “You’re not worthy of driving our car unless you check your classiness and rise up to the brand’s level. To all of you, social status fakers, doesn’t matter how many of our cars you buy: at its heart, a Mercedes-Benz just isn’t for you.”
Mercedes advocates and keeps the prices way up in auto industry by emphasising its niche.
And it might work.
PS: oh yes, and the man has a golden tooth, which is not an original part, of course :)