1. What is the source of the Mercedes message? Is it the right message source for a relatively inexpensive entry-level luxury automobile that the company hopes will attract younger consumers?
2. Why might the C-Class have trouble fitting into a younger consumers' Mercedes brand schema?
3. What social schema might a younger consumer have for Mercedes?
4. From a consumer learning perspective, how might Mercedes combat recent market share losses to competitors like BMW and Audi? What do consumers associate with Audi or BMW that gives those manufacturers an advantage over Mercedes?