In fact, one of Mercedes most successful uses of quality as a core competency was demonstrated in its recent launch of its "M Class off-road vehicle." As this expensive but sturdy vehicle was entering a crowded market, and that the mere fact that it was a Mercedes would not be enough to guarantee sales, to create a perception of quality in the minds of its a potential sales base, as well as to guarantee a car that would be uniquely well suited to the needs of consumers, the company obtained details of all current owners of off-road vehicles and Mercedes cars. Then, "Mercedes then undertook a series of mail-outs to the names on the database. It began with a personally addressed letter from the head of Mercedes USA." The mailing said something along the lines of, "we at Mercedes are in the process of designing a brand new off-road car...
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