Mercedes-Benz And Hugo Boss Sitting in a Tree

The cooperation between Mercedes-Benz and Hugo Boss is set to intensify in the nearby future with a number of joint international activities in terms of marketing and communication on the way.
Mercedes-Benz SL 63 AMG Roadster R230 1 photo
Photo: Daimler AG
With Hugo Boss being a rather experienced marketing player in the areas of sport and lifestyle, while the three-pointed star is active in the fields of international fashion, the partnership between the two brands is not exactly coming out of nowhere, especially since both are German companies.

“We are very gratified that in Hugo Boss, we have found a strong, internationally renowned brand cooperation partner with whom we will jointly implement target group specific marketing measures in the coming years,” said Dr. Jens Thiemer, Head of Marketing Communications at Mercedes-Benz Cars. “We not only share the same home country, but also the will to perform and the passion to offer our customers the very best. The partnership with Hugo Boss is part of our future marketing strategy of establishing cooperative arrangements with carefully selected brands.”

As Mercedes-Benz is active on no less than 47 fashion platforms in 26 countries, the possibilities to create further synergies between the two brands are almost endless and can cover a rather wide spectrum.

“Mercedes-Benz and Hugo Boss complement each other extremely well,” said Gerd von Podewils, Senior Vice President Global Communication Hugo Boss. “We see many synergies between the two brands, with which we can offer emotional content for the shared target groups. Hugo Boss and Mercedes-Benz are a longstanding success story which will also inspire people in the future.”

The only odd bit that we see in the partnership is the fact that Hugo Boss is also a sponsor of the McLaren F1 team, to which Mercedes-Benz will only supply engines for one more year and have become quite the enemies in the last couple of years.
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About the author: Alex Oagana
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Alex handled his first real steering wheel at the age of five (on a field) and started practicing "Scandinavian Flicks" at 14 (on non-public gravel roads). Following his time at the University of Journalism, he landed his first real job at the local franchise of Top Gear magazine a few years before Mircea (Panait). Not long after, Alex entered the New Media realm with the project.
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