Anticipation for the all-electric version of the Mercedes G-Wagon is high in certain circles, but the German automaker is hoping the star power of Bradley Cooper will only intensify that. A new short “film” – what the automaker is calling its new commercial for the G 580 with EQ Technology – stars the American actor and director, something which will speak to certain demographics and mean little to others.
Watch a Jeep Wrangler go off-roading to try losing police.
That’s how targeted marketing works and Mercedes is quite good at it. So if this ad campaign – we’re sorry, film – doesn’t speak to you, it’s likely you’re not in the target market. At least not for the campaign, but perhaps not even for the all-electric G-Wagon. After all, few people will even be able to afford one, let alone will drop that kind of cash on an EV off-roader.
In the 51-second spot, Bradley Cooper narrates as a G 580 speeds up a steep mountainside. The theme is all about not being limited by roads and conventions and whatnot, even though we guarantee the overwhelming majority of these things will never drive on so much as a dirt road.
Apparently, Bradley Cooper is big time into G-Wagons, which is great, and that’s at least in part why he was picked for this project. We think he’s also popular with women of a certain age and hopefully income bracket.
The big question we have is how the Mercedes-Benz G 580 will impact the sale of Rivians, Hummer EVs, Ford Lightnings, and other off-road-capable electric vehicles, especially of more premium offerings. After all, the G-Wagon has plenty of social cache and legitimate trail capabilities, despite it’s bling-bling reputation.
Just how good the all-electric version is at off-roading or even in-city errands running remains to be seen. Mercedes’ EV offerings have been met with a mixed reception, but none have come in such a traditional, well-loved package. If the batteries compromise comfort or cargo space, this one might not be the huge hit we’re sure the Germans are hoping for.
Image via Mercedes-Benz
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