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Background / Challenge:

Led by American Automotive Brands, the so-called Sports Utility Vehicles became the de-facto car choice among vehicle consumers through the 80s and early 90s. Then, in the early to mid 90s European carmakers took notice and began developing their own SUVs to compete with their American brand counterparts. We were approached by Mercedes.


We helped create the new category name ‘All-Activity Vehicles’, to support the vehicle class name ‘M-Class’. By doing so, the name ’All Activity Vehicles’ helped to differentiate from existing ’SUVs’ launched by US and Japanese auto manufacturers. We tested the name ’All Activity Vehicles’ and it was widely received and praised among existing and potential buyers.


Since it’s launch in 1997, the M-Class ‘All Activity Vehicles’ has sold almost 700,000 vehicles and continues to be one of the top sellers in the MB family.


  • B2C
  • Brand Strategy
  • Brand Naming
One World

New York, NY

Miami, FL

San Francisco, CA

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