Young? Hip? Not in the 1 percent? Tell that to your luxury car.

Jack Stewart Feb 25, 2019
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A model poses next to a Mercedes-Benz New A Class at the Seoul Motor Show 2019 at KINTEX on March 28, 2019 in Goyang, South Korea. (Photo by Chung Sung-Jun/Getty Images)

Young? Hip? Not in the 1 percent? Tell that to your luxury car.

Jack Stewart Feb 25, 2019
A model poses next to a Mercedes-Benz New A Class at the Seoul Motor Show 2019 at KINTEX on March 28, 2019 in Goyang, South Korea. (Photo by Chung Sung-Jun/Getty Images)
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During last night’s Academy Awards broadcast, Mercedes-Benz launched the newest installment of commercials to promote its A series, a car model geared to younger buyers. The commercial targets hip, skeptical shoppers who associate Mercedes with an exclusive, out-of-reach and out-of-touch lifestyle. The ad is clever, with self-aware dialogue directed at Mercedes’ interface equivalent of Apple’s Siri. Cadillac, Buick and other high-end car manufacturers have been jockeying for younger car shoppers for years. But how can these ads make the difference? 

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