In this Talks with Teads episode, Melody Lee, Chief Marketing Officer at Mercedes-Benz, joins Henner Blömer, Teads’ Global Auto Lead, for a powerful conversation on what it takes to modernize a legacy brand. Speaking from the floor of a major automotive show, Melody shares how Mercedes-Benz is evolving its marketing approach to meet new customer expectations, navigate digital transformation, and communicate cutting-edge innovation—without losing sight of its 140-year heritage.
Key Insights
Heritage That Evolves
For a brand founded in 1886, remaining relevant means more than innovation—it requires intention. As Melody explains, the values of Mercedes-Benz—excellence, safety, and quality—haven’t changed. But how those values are delivered must constantly evolve to meet the moment. “Customers need those values delivered in a different way today,” she shares, emphasizing that adaptation is critical to preserving brand trust while advancing into new territories like electrification and autonomous driving.
Technology That Serves the Customer
The automotive sector has never been more advanced, but Melody is clear: innovation must always serve a purpose. Whether it’s EVs, hybrids, or AI-enabled features, the focus at Mercedes-Benz is on translating technology into meaningful value for drivers. “Does it make my drive safer? Easier? Faster?” These are the questions the brand prioritizes. It’s not about listing features—it’s about making life better, one drive at a time.
Customer-Centric Digital Transformation
Digital transformation at Mercedes-Benz goes far beyond advertising. The marketing team is responsible for the full digital experience—from the first search to the dealership visit. That means anticipating needs, predicting behavior, and ensuring consistency across all platforms. Melody emphasizes that this isn’t about tech for tech’s sake: “It should always be done in the name of how do we better reach the customer—and deliver what they’re expecting.”
Storytelling That Guides the Journey
With today’s car buyers doing most of their research online, marketing must play a much bigger role than ever before. Melody explains that marketers need to create a seamless journey—bringing customers into the brand, helping them find the right car, the right powertrain, and the right experience. And this work starts well before a customer ever steps into a showroom.
Brand and Performance, Together
Looking to the future, Melody highlights a dual mandate: performance and brand-building must work hand in hand. “There will always have to be a balance,” she says. Marketing must both drive measurable outcomes and sustain the iconic aura of the Mercedes-Benz brand. This equilibrium is what enables longevity and continued relevance in a fast-changing industry.
For more conversations with industry leaders, explore the full Talks with Teads series.