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Gabriel Weinberg (DuckDuckGo)
Ray Grieselhuber (DemandSphere)
Die A- Klasse. Elchtest, Krisenmanagement, Kommunikationsstrategie.
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Found 1 comment on HN
· 2015-11-02 ·
Mercedes-Benz was in a similar position in 1997 when the newly introduced A-Class flunked the moose test. After a short period of denial they hired a specialist (Armin Töpfer), halted production for several months and retooled all cars with a different suspension and ESP. The ESP wasn't even necessary but put competitors under pressure to include it in their compact class cars as well. The crisis was eventually overcome and the car sold very well in Europe (1.1 million produced in 7 years). There's a fascinating book (sadly in German only) on this called "Die A-Klasse: Elchtest, Krisenmanagement, Kommunikationsstrategie." (
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