I still believe that MB's brand equity is still very high, probably higher than any other car make in the U.S., with the exception of the exotics like Ferrari, Rolls Royce, etc.

My best guess is that their image has suffered a bit recently with their quality ratings decline. They barely make the top ten overall, and the ML has serious quality problems, even below Hyundai. If they don't get this buttoned up, it will take its toll.

Also, as MB goes further down in price trying to get younger people into their cars, the mystique has to be affected.

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Paul S.

2001 E430, Bourdeaux Red, Oyster interior.
79,200 miles.

1973 280SE 4.5, 170,000 miles. 568 Signal Red, Black MB Tex. "The Red Baron".