Mercedes and the Moose Test (B)

Abstract

The case describes a crisis management situation faced by Mercedes-Benz, a division of Daimler-Benz AG. In 1997 Mercedes introduced a revolutionary new car, the A-class, Mercedes' first entry into the compact car segment. The A-class was positioned as an entry-level vehicle in the Mercedes line and represented Mercedes' attempt to grow beyond its core market. A few days after the car was officially introduced, it rolled-over during a test known as the “moose test” conducted by a Swedish journalist. The A-class's failed moose-test created extensive media coverage in Germany and other European countries, threatening the success of the A-class launch.

(A) Case:

• Understand the strategic and reputational nature of crises

• Recognize the challenges of managing a crisis

• Learn the requirements for building trust in a crisis

(B) Case:

• Understand the challenges of managing a crisis that is not the company's fault

• Identify the strategic business problem in a crisis

• Understand the media landscape and its impact on crisis management

Citation

Diermeier, D. (2017), "Mercedes and the Moose Test (B)", . https://doi.org/10.1108/case.kellogg.2016.000204