Merc announces new sales model

MERCEDES-BENZ INDIA announced a new strategy in its retail business, by shifting to the more customer-centric ‘Direct To Customer’ model, called ‘Retail of the Future’. The Indian arm of the German carmaker will now own the entire stock of cars, sell them via appointed dealers, invoice the new cars to its customers directly, process the order and fulfill them, and offer one price and purchasing experience for customers. The dealer, on the other hand, will establish and maintain customer contacts, develop the market, and facilitate the sale of Mercedes-Benz cars. The new retail model is applicable only for new cars, and not those already booked or sold via dealers. However, the dealers will continue to cater to after-sales service, remain brand representatives in the market, will be responsible for developing customer relationships, continue to manage operational handling of customer interactions, and undertake local retail marketing activities.