sjcrash

Does anyone know what MB's target demographics is for the SLK55? Just curious.

veilsdegto

Most likely middle upperclass white male in their 40s-60's. Which is just the complete opposite of what I am. =)

sjcrash

Doesn't fit me either, except the male part. What's considered to be upper middle class these days? Seems like everyone is making over 6 figures....

bbjai

i'd say ppl in their 20-36. Why? because it's small, not the elegant big authoritative feeling bigger car gives. Luxury, well can't argue MB is sure comfortable but compared to higher classes, it's just a bit less.
And i'm sure most ppl, in north america i assume, sees it as inferior to SL. I hear ppl from this board saying slk is for girls, sl for guys rite.
So for the mentioned 40-60 upperclass, SL is for them. For ppl who wants looks, performance, and a cheaper more afforable for supercar status car, SLK55 is their choice.
glad to accept any comments

Brav

No, they just act like they do. And spend accordingly

scorchie

I am not sure what their target is, probably a wide range of various groups.

But they probably hooked me, and my specs are:

Low-class ultra-untanned male whose W208 CLK55 has had a horrible last year due to a neighbor chick, awful body shops, and bad dealer service, who wants to replace it with a car similar to his W208 that doesn't look like a Honda or Toyota, with upgraded electronics like he has in his W211 E55 that can actually play DVDs in the COMAND (unlike W209) but doesn't think that a CLK55 should cost the same as an E55 so wants to pay $10K less.

-s-

sjcrash

Yeah, that's how we got ourselves into a $600Billion trade deficit and less than 1% savings rate. Of course, our $70K Mercedes purchase is not going to help the trade deficit problem either :-)

SLK55_AMG

You added up that nicely

EWCIII2001

By the enthisiasm my wife is showing over it, I think women are definitely targetted and always have been in the SLK class. Women value something small and nimble, easy to park. As long as there's another car in the family that can fit the bill, they don't WANT a vehicle that haul cargo or six normal sized adults. Actually, that's the key point for all potential buyers. Totally impractical but totally fun transportation.

Brav

If the hood didnt have that lame bubble in it, and the tail lights/ @ss were more masculine (not as rounded off and stout), I'd be all over this car. Sometimes I look at it and its amazing. Other angles, and I kinda go "ehhh.."

sjcrash, you're right..

big_willy

Women are definitely one of the targeted demographics,

which is just great for guys who buy it since girls dig this car.

dosers

Well, according to MB, the demographics for the SLK55 AMG is a 45+ male, higher education that is a high earner. MB Germany also sold only 27% of it's SLKs (last MY is the most recent number they have) to women, alll others went to male customers. Even considering that females are driving (or got as a gift ?!) a number of those, for what it's worth, even the regular SLK (at least in Europe) is sold to male customers...

sjcrash

Thanks for the info. Really? Only 27% to women? I do have to admit that the older body style, and even the current one without the AMG package seems still somewhat feminine. Oh well, I still cannot wait until my car arrives sometime December/January of this year.

veilsdegto

Woohoo! I was a pretty close guess. Once again, still definitely the opposite of me.

I was also told by a lot of people that MB must target female's for the SLK but I do mostly see older men driving them. Would be interesting to see how many females purchase the 350 as opposed to the 55 though.

dosers

Well, again, the 27% is a) the German number (actually, European Sales) and also we must assume that while only 27% of buyers were female, a somewhat higher number actually DRIVES them (by whatever means). But certainly, the last MY of the 'old style' was still more heavily sold AND driven by males. Not that any of that really matters all that much now, does it ? :-)

Cheers,
Dan

dosers

and remember - if you are MB and you know 'only' 27% of your buyers are female, there is an untapped market of well-earning, female drivers that they'd want to target for the car. THat doesn't affect the demographics, or even their target audience, but rather they target marketing or sales goal - if anything sells to a much higher percentage of one sex, it's prudent to think it's easier to find new buyers in the lower percentile.