The document analyzes trends at Mercedes Benz over recent decades. It defines trends and identifies different types of tools used to analyze them. Perception maps from the last few decades show Mercedes Benz shifting from solely luxury and sedan models to also include sports cars. This was part of a strategic shift described in a media campaign as "Anything is happening in Mercedes" to attract younger buyers and women. The conclusion is that Mercedes Benz now offers a more sporty design and broader range of cars beyond just luxury to appeal to new demographics.

1. TREND ANALYSIS

2. DEFINITION OF TREND
According to Oxford Dictionary ( 2014 ), trend has 3 various types:
• A general direction in which something is developing or
changing: an upward trend in sales and profit margins
• A fashion: the latest trends in modern dance
• A topic that is the subject of many posts on a social media
website within a short period of time: for more than 20 days in a
row, most of the top Twitter trends were Olympics-related

3. TYPES OF TOOLS
• Tools which develop “culture for design” capability.
• Tools which develop “design planning” capability.
• Tools which develop “people for design” capability.
• Tools which develop “processes for design” capability.
• Tools which develop “resources for design” capability.
(Bruce and Bessant, 2002)

4. PERCEPTION MAP LAST DECADES
Sports
Luxury
Sedan
Midrange

5. MERCEDES BENZ RECENT DECADES

6. PERCEPTION MAP TODAY
Sports
Luxury
Sedan
Midrange

7. “Anything is happening in Mercedes” is
the new spot on media communications,
in which they want to say “We have
changed and renewed”. Now they are
open to young people and women.

8. MERCEDES BENZ TODAY

9. CONCLUSION
• Mercedes Benz changed the design of cars from classic to more sporty
style
• Target is changing to young people and women from old man
• Mercedes Benz starts to produce sport cars, not only luxury

10. REFERENCES
• Bruce, M. and Bessant J. (2002). Design in Business. Harlow: Pearson
Education.
• Mercedes-Benz (2015). Mercedes-Benz. Available at:
http://www2.mercedesbenz.co.uk/content/unitedkingdom/mpc/mpc_unitedkin
gdom_website/en/home_mpc/passengercars.flash.skipintro.html (Accessed
on 30 November 2015).
• Mercedes Experience(2013). Anything is happening in Mercedes. Available
at: http://www.experienciasmercedes.com/ (Accessed on 30 November
2015).
• Car Logos ( 2015 ). Available at: http://www.carlogos.org/Car-Logos/
( Accessed on 30 November 2015 )