Mercedes-Benz to focus on value
HCM CITY German auto manufacturer Mercedes-Benz Vietnam (MBV) has announced that this year it will focus on practical value besides refreshing its product portfolio and caring for young and woman customers.
In addition to the customer experience focus like last year, MBV said it would create more practical value for customers throughout their purchase process, from choosing a vehicle to after-sales service.
From this year, MBV will offer a threeyear warranty on all the models it sells regardless of whether they are CBU and CKD vehicles.
Passenger cars will get a three-year warranty without mileage restrictions. For the V-class and Vito it will be three years or 200,000km, whichever comes first.
A two-year extended warranty package is also available for customers to choose, increasing the total warranty period to five years. MBV is the only premium brand in Vieät Nam to offer this kind of package to customers.
With 14 authorised sales and service centres across the country, MBV owns not only the largest premium dealership network.
New outlets are coming in strategic cities including Vinh, Bình Döông and Caàn Thô. The Mercedes-Benz authorised dealer network offers many practical benefits such as mobility support, luxury lounges, bars with free coffee/drinks/snacks, hi-speed Wifi, massage chairs, etc.
In the premium segment, MercedesBenz Certified, launched in 2011, is the first and still the only programme to help customers exchange, trade in and consign their genuine pre-owned cars.
In 2018 two more Mercedes-Benz Certified Sales centres will open, increasing the total number to 10. This is a good way for customers to acquire a Mercedes-Benz at a reasonable price but still have peace of mind.
This year the customer services department has drawn up a variety of campaigns and programmes to satisfy customer needs like Golden Weeks for young enthusiasts, Red carpet for E- & S-class and Elder cars programme to take care of vehicles more than five years old.
Also, MBV will further expand and improve its certified body and paint centres to reduce the average waiting time. 2017: A record year for the GLC and EClass
Last year, MBVs sales volume exceeded 6,000 units, representing a 40 per cent growth from 2016 and a new record in the Vietnamese premium car segment.
The top selling car for the brand as well as in the luxury segment is the sports utility vehicle GLC, which has seen record sales of nearly 2,500, more than 80 per cent up year-on-year. Following the GLC is the C-Class, the most popular luxury sedan.
Notably, 21 years after debuting in Vieät Nam, the E-Class has exceeded the 1,000 unit milestone after growing by more than 80 per cent year-on-year. This is a remarkable achievement in a volatile and downward trending market, proving the trust customers have always placed in MercedesBenz.
More and more customers are upgrading to premium models, which is a positive sign of their confidence and willingness to pay for a safe and well-equipped car. We endlessly enhance our product portfolio and services to satisfy them, the new general director of MBV said.
2018: Competing with unique values
Mercedes-Benz is younger than ever and Mercedes-Benz customers are getting younger: The average age of Mercedes-Benz owners dropped from over 40 in 2014 to less than 40 at the end of 2017. Remarkably, the number of customers aged under 35 has grown considerably and been the key driver of MBV's sales growth. This not only indicates that Mercedes-Benz is increasingly favoured by young customers, but also reveals a trend of an increasing number of people becoming successful at a young age.
Since 2013 MBV has also launched the NGCC line-up targeted at youth including the A-Class, CLA, and GLA. The widespread adoption of the Sensual Purity design language has also attracted many younger customers to sedans such as the C-Class/E-Class, with the sales of 1,000 units of E-Class in 2017 being a typical example.
In 2018 MBV will organise more activities to attract this new target group, with a focus on motorsports and driving events.
This year the company achieved its best-ever first quarter performance in its 24 years in Vieät Nam with the total sales of more than 1,400 units. This is a positive signal for the brands two-digit growth expectation this year.