Of all of the manufacturers that we would anticipate to run an promoting marketing campaign speaking about how its autos are “Constructed within the USA,” Mercedes-Benz would just about be final amongst them.
Nevertheless, that is exactly what it did with its 2019 Sprinter van marketing campaign, and because it seems, that is getting it into some scorching water with Reality In Promoting, in response to a report launched by the nonprofit shopper advocacy group on Monday.
See, Mercedes assembles loads of autos within the USA. Most of its SUVs are assembled right here, and a portion of the world’s Sprinter vans are, too. The issue is that there are tons of brand-new Sprinters on sale right here within the US that weren’t assembled at Benz’s manufacturing unit in South Carolina however moderately, in Germany. Even worse is that the Sprinters which might be put collectively in South Carolina are performed so utilizing predominantly international elements.
“MBUSA is modifying the present advertising marketing campaign to give attention to the roles and capital invested in the USA. MBUSA is happy with its investments in the USA and has addressed the considerations raised by Reality In Promoting by modifying the content material of a few of its advertising materials,” stated Mercedes representatives, in an announcement to Roadshow. “As all the time, MBUSA needs to precisely describe its merchandise and expertise to its valued clients.”
To its credit score, Mercedes virtually instantly pulled its advert marketing campaign after receiving a letter from Reality In Promoting that threatened to report the automaker to the Federal Commerce Fee for violating its coverage which states:
“Unqualified US-origin claims in advertising supplies — together with claims that merchandise are “Made” or “Constructed” within the USA — seemingly counsel to customers that every one merchandise marketed in these supplies are “all or just about all” made in the USA.”
“Mercedes-Benz engineered a whole advertising marketing campaign on the false premise that itswas ‘constructed within the USA,'” stated Bonnie Patten, TINA.org government director, in an announcement. “Whereas the adjustments Mercedes-Benz made are welcome, there isn’t any query customers had been misled by the automaker’s misleading advertising.”