Star Drive

I left golf to join Mercedes-Benz Vietnam Star at John’s invitation. Five showrooms, a team of four, and a brand that already knows exactly who it is.

A brand like this comes with a CI. Mercedes-Benz Vietnam’s rules, the global ones, and an audit from the group in Hong Kong, all in the same months. One person in the north, one in the south, and events that were not small.

We talked market share and business models. The breakthrough was the customer journey—the one place brand strategy and marketing tactics meet.

A national test-drive series: more than 1,800 people drove. Two teams, two cities, a lot of early mornings, and we lost track of time.

Sometimes the best marketing is letting the product speak for itself.

Goodbye, Brad… CEO Mercedes-Benz Vietnam