STUTTGART -- Mercedes-Benz is looking for a new, catchy marketing slogan.
Unlike rivals such as BMW, Audi or Volkswagen, Mercedes has not had a brand slogan for the past five years.
CEO Dieter Zetsche has recognized that the carmaker must do more to promote the Mercedes brand. With a new slogan, Mercedes wants to signal to the outside world what the brand stands for, and, just as importantly, to re-orient its employees.
A suitable slogan is being sought that will work in English and German, a company executive said.
The slogan could be in German but used globally. Volkswagen uses the German word for car "Das Auto" as its global marketing slogan.
The slogan will not focus on green technologies or fuel efficiency, the executive, who declined to be named, said.
Since September 2008, Daimler's commercial vehicles division has used the claim "Trucks you can trust."
Mercedes last used the slogan "Die Zukunft des Automobils," which means "The future of the car." In the mid-1990s, the brand had success with the slogan "Ihr guter Stern auf allen Straßen," which translates as "Your good star on every street."
Audi's "Vorsprung durch Technik," which means "head start through technology," and BMW's "Freude am Fahren," which translates as "the joy of driving," have become well-recognized slogans.