Strengthening its outreach to the emerging Tier II and Tier III cities, India’s largest luxury car manufacturer Mercedes-Benz India, announced the launch of its unique customer centric programme–‘Mercedes-Benz Brand Tour’. Brand Tour focuses on reaching out to newer audiences in potential markets where Mercedes-Benz doesn’t have a direct presence through an outlet. The initiative will enthral the participants by offering a comprehensive brand experience and showcasing its complete product portfolio, test drives & off-roading, Mercedes-Benz Certified and flexible financial services to name few. A uniquely curated brand experience, Brand Tour acts as a brick and mortar showroom for potential customers, enabling them to witness the world renowned Three Pointed Star experience. Brand Tour commenced in early October from Jalgaon, Agra, Salem and will travel to 9 more cities namely,
Patiala, Kottayam, Shillong, Bhopal, Ahmednagar, Shivmoga, Rajmundry, Jodhpur and Kolhapur before the end of 2017.
Speaking on the occasion, Roland Folger, Managing Director and CEO, Mercedes-Benz India said, “Customers are at the focal point of every Mercedes-Benz business strategy and it’s imperative that we evolve our customer centric approach in our endeavour to reach out to a wider customer base. Mercedes-Benz Brand Tour is one such concept that is crafted to extend our growing footprint to the largely untapped Tier II & III emerging markets and provide the customers in these markets, who do not have easy access to a Mercedes-Benz showroom in their vicinity, a unique platform to experience a luxury marquee like Mercedes-Benz.”
Mr. Folger added, “Brand Tour is a curated plan that aims to unlock the market potential within smaller but faster growing towns and cities of India. From our diverse market experience, we are confident; this will help us reach to newer customers making the Three Pointed Star even more accessible to those who are creating the next growth story for India in these markets.”
Brand Tour is a customer centric approach based on Mercedes-Benz’s ‘Go to Customer’ strategy which is aimed at getting closer to customers by giving them an exclusive Mercedes-Benz brand experience. This initiative will enhance awareness, brand recall and will connect with consumers on an interpersonal level. The locations of Brand Tour is selected strategically based on demand and growing fondness for luxury consumption in the upcoming cities of India. Brand Tour will have all elements of a regular showroom such as branding and audio-visuals, which will intrigue consumer interest at the venue. The customers will be able to enjoy the thrill of off-roading and experience the key features and capabilities of Mercedes-Benz SUVs. They will also experience the pre-safe feature of Mercedes-Benz sedans – C Class and E-Class. Customers can engross themselves through special Information on Mercedes-Benz schemes, availability of official merchandise etc. will be available at the venue. Potential buyers can also test-drive their favourite cars and make bookings on the spot.
Mercedes-Benz India is known for engaging with its customers at various stages and through various retail programmes at a company or dealership level. Initiatives such as Luxe Drive, Brand Tour help the company to venture into newer markets and retain its loyal customers. The company believes that these innovations will help them compete in a market where traditional luxury norms are evolving by the day.
About Mercedes-Benz India:
Established in 1994, Mercedes-Benz India Pvt. Ltd. pioneered the luxury car market in India and boasts of more than 130 years of cutting edge innovation in the luxury automobile industry globally. Set up in 2009, Mercedes-Benz India’s world class production facility is spread over 100 acres in Chakan near Pune. Since June 2015, Mercedes-Benz India also commenced production from its new expanded production facility located in the same premises. Mercedes-Benz India is part of Mercedes-Benz’s Global Production Network. It plays an important role in the CKD/MVP production network in Brazil, Indonesia, Malaysia, Thailand and Vietnam. At these locations, Mercedes-Benz produces vehicles in various extension levels for domestic markets.
The production facility now carries an investment of INR 1000+ crores and has the largest installed production capacity for any luxury carmaker in India. Mercedes-Benz India also has the largest network spread amongst any luxury carmaker, with presence in 42 Indian cities through 88 outlets. Through the exclusive AMG Performance Centers located in 7 cities including Delhi, Mumbai, Hyderabad, Bangalore, Kochi, Chennai and Pune; the AMG performance sub-brand of Mercedes-Benz also boasts of a strong retail network presence in the country.
Mercedes-Benz India’s flagship programme, ‘My Mercedes, My Service’ launched in 2016, aims to completely redefine the after-sales experience by digitalizing service process and
create unparalleled benchmark in the luxury car service domain. The launch of ‘Mercedes-
Benz Approved Tyres’ in February 2017, and the ‘Approve Advanced Programme’ in May 2017, is also integral to the ‘My Mercedes, My Service’ campaign. ‘My Mercedes, My Service’ aims at enhancing the customer’s vehicle ownership experience manifold, making after-sales experience as the new differentiator in the luxury car segment. With the use of big data and in-depth knowledge of the driving pattern of Indian customers, Mercedes-Benz has been able to drive successfully, low cost of ownership for its customers.
Mercedes-Benz India product portfolio comprises the locally produced Mercedes Maybach S 500, S-Class, E-Class, C-Class, CLA luxury sedans and the GLA, GLE and the GLS luxury SUVs.
The CKD GLC was the 9th product added to Mercedes-Benz’s local production portfolio. Completely Built imported cars portfolio includes the A-Class, B-Class, CLS, E-Class Cabriolet, S-Class Coupé, C-Class Cabriolet, S-Class Cabriolet and the S 600 Guard a range of other Guard vehicles etc. The product portfolio also comprises the iconic off-roader Mercedes-AMG G 63 as well as a wide range of other Mercedes-AMG performance cars like the AMG CLA 45, AMG C 63 S, AMG S 63 Coupe, AMG S 63 Sedan, AMG GLA 45, AMG GLE 43 Coupe, AMG GT S, AMG GT R and AMG GT Roadster sports car, AMG SLC 43 and AMG C 43.
The long wheel base new E-Class is Made in India, for India, the first new generation car to be locally produced since market launch. India is the first country to get an RHD version of the LWB E-Class in the world.
Mercedes-Benz India registered the sales of 11,869 units in the January–September 2017 period. In 2017, ‘One Team, One Goal’ will be Mercedes-Benz’s philosophy, towards achieving best customer experience. The company launched 12 fascinating products in 2017, expanded its network footprint, introduced innovative luxury retail experience, value driven finance programmes and innovative after-sales service experiences further added peace of mind to customers. With ‘One Team, One Goal’ philosophy, Mercedes-Benz India will continue the ‘winning’ momentum it has created for itself in the diverse Indian market.