‘We are Family?’ So proclaims Mercedes on 5-story-tall ad in downtown Detroit

This new advertisement was displayed to coincide with the North American International Auto Show. Photo by Steve Neavling.
This new advertisement was displayed to coincide with the North American International Auto Show. Photo by Steve Neavling.

Mercedes-Benz unveiled a bold new advertisement in downtown Detroit this week showcasing¬†the German automaker’s new lineup of cars using¬†the Motor City as the backdrop.

“We are family,” the advertisement proclaims, posted on a six-story building with vacant storefronts, boarded-up windows and graffiti at Washington and Michigan.

The advertisement was displayed on the neglected Gateway Center Building as tens of thousands of people are set to converge on downtown Detroit for the North American International Auto Show, which kicked off this week and runs until Jan. 25.

The familial relationship presumably is with Mercedes’ parent company, Daimler AG, which absorbed the one-time American company Chrysler.

Mercedes-Benz operates one U.S. plant in Alabama and has been aggressively opposing UAW efforts to unionize.

The UAW was founded in Detroit and is headquartered here.

Steve Neavling

Steve Neavling lives and works in Detroit as an investigative journalist. His stories have uncovered corruption, led to arrests and reforms and prompted FBI investigations.