Beyond the Race to the Top: How BMW and Mercedes-Benz are Redefining Healthy Competition in Business

As a marketer, I have seen a fair share of ads for different industries. One of my favorite ones ever is – fun, creative and showing a very healthy and friendly competition between BMW and Mercedes-Benz.

In 2019, after 13 years as the CEO of Mercedes-Benz, the famous Dieter Zetsche, retired and BMW created an ad that perfectly encapsulates the spirit of rivalry between these two automotive giants.

The ad shows the last day of Zetsche at the office, saying goodbye to his colleagues, driving up to his home in Mercedes and taking one last look at the S Class before it drives away. With a cheeky message appearing “Free at last,” he drives away in a BMW i8 Roadster.

What I appreciate about this ad is that it's more than just a clever marketing ploy. It's a reminder that retirement is a time for new beginnings, and what better way to start a new chapter than by driving a sleek, powerful BMW? The ad perfectly captures the idea of leaving the past behind and embracing a new future.

But this ad is also a testament to the constructive contest between BMW and Mercedes-Benz. For years, these two companies have pushed each other to new heights, constantly striving to outdo each other with their cutting-edge technology, innovative designs, and superior engineering.

BMW recognized the importance of the contributions that Zetsche made to the automotive industry during his tenure at Mercedes-Benz. Rather than tearing down their competition, BMW paid tribute to Zetsche's career and contributions, and acknowledged that the healthy competition between the two brands had inspired growth and innovation - “Thank you, Dieter Zetsche, for so many years of inspiring competition.”

In today's world, cutthroat competition has become the norm for many companies. The primary objective is to beat their rivals at any cost, even if it means sabotaging their reputation or undermining their products. It often leads to negative outcomes for both the companies involved and their customers.

On the other hand, a healthy race is a form of rivalry that is based on mutual respect, fair play, and collaboration. It's about pushing each other to be better while still recognizing the strengths and achievements of the other company.

What's refreshing about the BMW and Mercedes-Benz rivalry is that it's a perfect example of healthy competition. While they are fierce opponents, they have managed to maintain a level of mutual respect and admiration for each other. They have set an example of how two companies can coexist in a way that benefits both themselves and the industry.

So hats off to BMW and Mercedes-Benz for reminding us that competition doesn't always have to be about tearing each other down, but can be a source of inspiration and growth.

#Marketing #Competition #BMW #MercedesBenz #AutomotiveIndustry

#Innovation