The stadium sponsorship will put the Mercedes brand in front of millions of football, soccer and music fans. Those fans include many younger consumers who may not realize the breadth of the brand's expanding lineup.
Ferrari has introduced its new "entry-level" Portofino supercar that costs $234,000, while Mercedes has revealed the Project One concept, which will have a sticker price of $2.5 million, as the two automakers vie for the world's most lucrative customers.
Mercedes says the launch of its EQ electric vehicle family could mean it may not meet its profit margin target in the midterm. The automaker plans a $4.8 billion cost-cutting program to counteract the expected pressure on earnings.