Mercedes Benz is creating a lifestyle not just a car market

Mercedes will open a “me” brandstore in Melbourne by the end of the year. Similar stores already exist in Hong Kong, Milan, Hamburg and Tokyo.

They are not about a hard sell of Mercedes cars (or trucks) but rather a stylish place for coffee or food that creates a positive vibe for the company.

Originally aired on 17 June2017. For past programs and individual segments visit www.drivenmedia.com.au