Altering Perceptions

Even brands as iconic as Mercedes-Benz sometimes need to reposition themselves — or their products — to generate new business.

When Mercedes-Benz launched a series of game-changing technologies into the heavy truck market, they faced an unexpected challenge. The average age of a truck driver at the time was around 55, and while the new tech promised to reduce costs, cut emissions and save lives, it also risked alienating one of the most influential voices in the fleet buying decision — the drivers themselves.

For many, trucking had long been an analogue world. New digital systems like MirrorCam, Active Brake Assist and the Digital Cockpit were seen as intimidating rather than inspiring. To succeed, we needed to shift perception — to make innovation feel desirable, not disruptive.

Working with Mercedes-Benz, we developed a premium, driver-focused retail concept that celebrated the technology while putting the driver experience at the heart of the story. We took it on the road — literally — through a series of truckstop roadshow events that gave drivers hands-on time with the new trucks in a relaxed, real-world environment.

The results were incredible. Engagement, brand sentiment and ultimately sales all surged — proving that when you respect your audience and invite them in, even the most sceptical customers can become advocates.

Fast-forward six years, and those same technologies have become the industry standard. What was once new and controversial is now commonplace across nearly every heavy truck brand — and is even finding its way into cars and motorcycles.

It’s a reminder that innovation doesn’t sell itself. People do.