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Motavalli on Auto Marketing logo
Motavalli on Auto Marketing logo

Mercedes-Benz CMO Drew Slaven Is Looking for Younger Buyers

Mercedes-Benz CMO Drew Slaven Is Looking for Younger Buyers

Author

Jim Motavalli photo

Jim Motavalli

Publish date

November 29, 2018

Channel

Motavalli on Auto Marketing

Archived in

CMO Village Auto InSites Village
4 17

Los Angeles -- Drew Slaven, Chief Marketing Officer at Mercedes-Benz in the U.S., says that Americans are radically changing the way they shop for cars, but actually buying them the way they have for more than a century.  At a dinner with me this week during the Los Angeles Auto Show, Slaven pointed out that Mercedes’ budget for the brochures that dealers hand out in showrooms has gone from something like $17 million when he started at the company 16 years ago to $2 million -- “if that” -- now.  The reason:  Most people shop for cars online, then come in to the dealerships with their minds made up. They know the specs already.

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Jim Motavalli photo

Jim Motavalli

Auto-industry expert Jim Motavalli is a highly regarded writer for MediaVillage ("Motavalli on Marketing"), The New York Times, Barron's, Autoblog.com, National Public Radio's Car Talk, and others. He is author or editor of eight books, inc… read more

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