Let's see.. About 25 years ago (in my father's era), when it came to luxury cars, Mercedes was the top choice.

Back then, BMW was known for its 'emotional driving pleasure', and Lexus was recognized for being 'quiet and reliable', while the rest were just okay.

At one point, Mercedes was so powerful that it was called the 'Chanel of the automotive world'.

But nowadays? The luxury car market has entered a completely competitive era.

And young people, especially those in their 20s and 30s, no longer feel excited when they see a Mercedes.

In the past, when someone drove a Mercedes, people would say 'Oh~ a Mercedes!' but now they just pass by saying, "Hmm... is that a C-Class or an E-Class?"

Even the Mercedes SUV models have similar designs, and the interior lacks distinctive features or luxury.

Today's young people are more attracted to 'unique' and 'distinctive' rather than just 'pretty'.

Now, while it's clear that Mercedes makes well-crafted cars, they don't feel futuristic like Tesla, nor do they seem to drive as well as BMW.

It just feels like... a friend of my father's car?

Mercedes focuses on 'luxury', but today's generation is captivated by 'technology'.

In the past, wooden trims and leather seats were impressive, but now questions like "Does this car have OTA updates?" and "Can I start it with an app?" are more important.

Here's a realistic point. One of the biggest reasons young people avoid Mercedes is the formula of 'breakdowns = disaster'. When a Mercedes breaks down, repair costs can be as high as insurance claims.

There are stories of small repairs leading to additional estimates of $1,500, and brake pads costing $800... these are common in the community, haha.

Tesla gets criticized for not having service centers, but even with Mercedes service centers, people sigh first.

Honestly, the internal design of Mercedes these days, with the dashboard stretching out in two lines, initially wowed me, but after a few years, they all look quite similar.

Moreover, the MBUX infotainment system's voice recognition isn't that smart. When you say "Hey Mercedes", it responds, but it seems to struggle to understand...

Still, Mercedes continues to proclaim, "We are premium."

The problem is that we are now in an era where the title of premium doesn't impress anymore.

What's the point of being premium when maintenance costs are outrageous?
What's the point of being premium when the design looks like a dad's car?
What's the point of being premium when all the cooler features are in Tesla?

In fact, these days, 'smart and unique cars' are popular, but Mercedes still emphasizes a classic feel... young people perceive that as outdated.

Choosing tradition over trend is now holding them back. Nevertheless, Mercedes is still an excellent car. It has great driving feel, quietness, and brand value. However, the problem is that none of these are priorities for today's generation.

Mercedes will likely continue to make great cars in the future.

But to make today's 20-30 year olds truly see Mercedes as a 'car they want to own again', something new beyond the three-pointed star is needed, don't you think?

In the past, driving a Mercedes was a 'goal', but nowadays, I'm not so sure... supercars feel too far out of reach... Rolls-Royce and Bentley feel unrealistic.

I'm setting my dream car goals modestly with Lucid Air or Hyundai Ioniq 5N...