The study identified seven keywords: high-income, dual-income couples, interior design, success, car poor, special occasion, cost-effectiveness, and brand. (image: Yonhap)
SEOUL, Aug. 6 (Korea Bizwire) — After reaching a sales record of 100,000 vehicles three years after its introduction, the 10th Generation Mercedes-Benz E-Class is perceived by many as a vehicle for high-income, dual-breadwinner couples, according to a recent survey.
Mercedes-Benz Korea (MBK) conducted an analysis of some 21 billion sources of data related to the E-Class from blogs, Instagram, and other social platforms between January 2016 and June 2019.
The study identified seven keywords: high-income, dual-income couples, interior design, success, car poor, special occasion, cost-effectiveness, and brand.
MBK explained that ‘high-income, dual-income couples’ and ‘interior design’ were among the topics most mentioned by netizens when talking about the E-Class.
The keywords are seen to reflect the recent changes in the perception about cars–that they are not merely a means of transportation, but a platform for content, such as taking a selfie, and broadcasting live on Instagram.
‘Car Poor’ is interpreted as making investment solely for one’s satisfaction without considering the price or other conditions. It also implies preference for flagship models when purchasing a car.
As for ‘cost-effectiveness,’ MBK explained that it reflects the sense of ‘reliability,’ that the E-Class has been chosen by many customers as their car of preference, and is therefore reliable.
Kevin Lee (kevinlee@koreabizwire.com)
Just by looking at the Mercedes Benz E-Class specifications is clear why E-Class is synonymous with elegance and luxury.