Facebook killed marketers’ organic reach long ago. Back in 2014, large brands’ posts reached just 2% of their fans. Since then, Facebook has promised over and over (and over and over and over) to drive brand reach even lower.
Mercedes put two and two together and now claims it’s a media site rather than a brand.
This probably won’t earn Mercedes any extra reach. It’s certainly not what social gurus mean when they encourage brands to “act like publishers.” But give them credit for trying.