When it comes to cars, “branding” always has to do with marketing and product positioning and all that, and nothing to do with hot irons searing designs into hides. Well, most of the time that’s not what “branding” refers to – but in this case, it is indeed the latter as Mercedes-AMG is currently subject to a class-action lawsuit that alleges its cars are quite literally leaving their mark on customers.
The suit centers on the fact that some of the decorative elements inside the cars can heat up so dramatically in direct sunlight that even brief contact with them can burn markings into unprotected skin, resulting in something that very much resembles a branding mark.
Two customers in southern California have raised the issue, both alleging that a metal badge sewn into the upper seat area on many AMG models soaked up enough sun to become a second-degree burn waiting to happen and providing evidence of their injuries.
According to the court filings, one driver in Los Angeles — Gabriel Lahijani — climbed into his leased car wearing a tank top on his way to the gym and was instantly burned on contact with the badge:
“Mr. Lahijani sought urgent-care treatment and was diagnosed with a second-degree burn. A board-certified dermatologist subsequently documented first- and second-degree burns with crusting and deflated bullae, described the injury as ‘AMG inscribed,’ attributed it to the interior car-logo plaque, photographed it, and advised Mr. Lahijani concerning wound care, likely discoloration, and possible scarring”
The second recorded incident occurred a few weeks later, with Mercedes owner Karendeep “Karina” Bath. Although the model of AMG isn’t recorded, the suit indicates it has the same badge in the same seat-back location and inflicted a similar injury:
“After parking her Mercedes-AMG vehicle on Ventura Boulevard in Los Angeles, Ms. Bath returned to the vehicle and, while wearing a sleeveless top, entered the driver’s seat. Her shoulder immediately contacted the raised AMG logo badge on the seat, causing a burning sensation. She did not initially realize she had been burned; over the following days, a mark in the shape of the AMG logo darkened and became visible on her skin, consistent with a thermal contact burn.”
@karinabath What are going to do about this @mercedesbenzusa @Mercedes-Benz ? #mercedesamg #mercedesbenz #mercedes #amg ♬ Saxophones getting louder – Sped Up – AntonioVivald
Their suit hinges on the fact that a shiny metal badge located in an area that would catch a lot of sunlight — especially in southern California — without any thermal protection or warning constitutes a hazardous defect.
Whether ultimately successful or not, the issue is one that arguably should have been anticipated. Even in spots around the world that see fewer sunlight hours and less intense sun than Los Angeles, different areas of your car’s interior can heat up at different rates and quickly become uncomfortable to touch.
Darker finishes naturally heat up quickly in direct sunlight, but also radiate heat more readily and cool down just as rapidly. You may have found your probably-black steering wheel becoming very hot when you first get into the car but cooling down once you set off, or settled into some toasty black leather seats.
Shiny metal components reflect a lot of light but smaller ones also heat up rapidly due to high conductivity and low specific heat capacity, as those of us with aluminum gear shift knobs may have discovered. When surrounded by insulating materials, such as in a seat back, the chance of them becoming dangerously hot increases, and placing them in a position against which you’re likely to rest a part of your body could be a recipe for a painful experience – as seems the case here.
In the meantime, if you’ve got a Mercedes-AMG or other car with such a decorative feature, maybe at least toss on a t-shirt before hopping into the driver’s seat after your car’s been baking in the sun.
Top graphic images: Mercedes-AMG
Automakers take this branding shit seriously.
They can cool the logo if you add that feature to your subscription package.
Germans branding people involuntarily?
Hmmmm….
When I started seeing these badges on seats, I thought it was only a matter of time.
Mercedes-Benz is making a great many unforced errors lately.
I remember burning my hands on metal seat belt buckles back in the day in my godmother’s Cadillac. Those brushed metal ones with the starburst on the button turned lava-hot in the sun.
I remember that – especially in my Mom’s old Chevy II, where even the metal dashboard was hot to the touch.
They’re just mad that the AMG looks backwards.
Mercedes needs to reverse the text on their branding irons so people behind the owners in line will know they drive an AMG.
They probably don’t like Good Morning America.
Which version? Good Morning America runs well into the afternoon now.
I recently learned this, but expected it.
With the arrival of four door coupes, words became meaningless. Words mean what the marketers want them to mean. And shortly (if not already), words will mean whatever the hallucinating AIs replacing marketers want them to mean.
Makes sense that Benz would have such a dumb badge on the seat back. A metal badge is just that much more comfortable and luxurious than a stitched badge. They really don’t have very thoughtful designers over there, for such a “premium” brand.