Mercedes-Benz India sells over 1,000 cars with new retail strategy
First announced in June and launched in October, innovative Retail of the Future business model sees strong customer acceptance.
Mercedes-Benz India, the luxury car market leader, has delivered the 1,000th car, whose sales was generated from the innovative Retail of the Future (ROTF) business model. The ROTF strategy was announced in June 2021 and was launched after the successful beta testing phase in late October 2021.
Martin Schwenk, MD and CEO, Mercedes- Mercedes-Benz India and Tushar Kumar, MD & CEO, Silver Arrows delivered the 1000th Mercedes-Benz – an A-Class Limousine – to Rishi Nayyar from New Delhi. Schwenk commented, “Delivering the thousandth Mercedes-Benz within a short span under the ROTF platform strongly validates our vision of reimagining customer excellence while empowering the franchise partners financially with this new business model. It is particularly satisfying to witness our months of hard work bearing fruits in the form of successful implementation of ROTF and a high level of acceptance from our customers. It gives us tremendous confidence about ROTF as the future of luxury retail, since our customers were highly convinced with this new retail experience, which enriched their customer journey with Mercedes-Benz.”
The Mercedes-Benz India chief added, “It is equally satisfying to have the unconditional support of our franchise partners, their teams and our colleagues at MB India, who adapted seamlessly to this completely new business model enabling us to deliver 1,000 cars already. With this overwhelming start to ROTF, Mercedes-Benz reiterates the culture of competing for the best customer experience and create a new example in the luxury retail landscape. Our focus remains to deliver the remaining vehicles to our customers and gather further sales momentum with ROTF.”
The new retail approach, part of its ‘Reimagine Excellence’ programme, is similar to a D2C (direct-to-consumer) model, wherein Mercedes-Benz India directly invoices vehicles to customers.
Price protection offered to customers
Mercedes-Benz India says it will offer price protection to customers who have booked their cars and are waiting for MY2021 cars. In addition, customers who book select range of cars comprising the A-Class, GLA, and EClass until December 31, 2021, will be offered a price protection.
The carmaker has also extended the price protection to those customers who have booked the GLE 400 & GLE 400d SUVs, and have been waiting since April to get delivery.
Meanwhile, Mercedes-Benz India, which has been introducing new-generation models and enriching its existing model range with newer technologies and specific product enhancements, has also announced that it will upwardly revise the ex-showroom price of some select models to offset the costs for such feature enhancements amidst rising inputs costs. The price revision ranging up to 2% will come into effect from January 1, 2022.
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