What The Papers Say: Moose test drives Mercedes round the Benz

The A-class ’baby’ Benz that failed the Swedish moose test gave British motoring writers something to get their teeth into last week.

The A-class ’baby’ Benz that failed the Swedish moose test gave

British motoring writers something to get their teeth into last

week.



Covered in 17 articles in national dailies, with supplementary coverage

in seven Sunday newspapers, the story showed how a ’wait and see’ policy

can turn into often expensive damage limitation.



In Mercedes’ case it was a somewhat obscure Swedish automotive journal

Teknikens Varld, whose journalist Robert Collin was present at a

motoring writers conference called by Mercedes Benz to counter claims of

instability in its ground-breaking and award-winning small car. With

dramatic TV footage of a damaged car (and injured passengers) Mr Collin

upstaged executives.



Later coverage about a Trabant which passed the same test did further

damage not only to Mercedes, but the German car industry in general.

Although generally acknowledged as an ’extreme’ test, the episode was

adjudged a PR disaster which Mercedes had failed to spot in the oncoming

traffic.



Evaluation and analysis by CARMA International. Cuttings supplied by The

Broadcast Monitoring Company. ’What The Papers Say’ can be found at:

www.carma.com



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