Mercedes-Benz aims to achieve 25% sales through its online platform

KUALA LUMPUR: Mercedes-Benz aims to achieve 25% of new car sales through online transactions, and Malaysia will be a crucial contributor.

KEY POINTS TO REMEMBER

  • What goals has Mercedes-Benz set for its online sales platform?

    Mercedes-Benz aims to achieve 25% of new car sales through online transactions.

  • What will happen to the Mercedes-Benz dealership after the change of online platform?

    Existing Mercedes-Benz dealerships in Europe will be transformed into branded experience stores. As for Malaysia, dealers will be responsible for delivering cars even after sales transactions become purely online.

  • Britta Seegar, Mercedes-Benz Group Board Member for Sales and Marketing, confirmed Malaysia’s role in the company’s digital sales channel project to which Vietnam, Singapore and Indonesia are joining. will join in the future. Confirming the news, Seeger said: “The next step towards this milestone is to open our online stores for Mercedes-Benz enthusiasts in Malaysia, Singapore, Indonesia and Vietnam, who can now find their loved ones’ car. dreams easier than ever before, for example by contacting our Mercedes experts easily online or by even more options to filter their search according to their personal wishes. On top of that, we continue to improve what already exists: a few days ago, Thailand launched the complete online sales journey, including deposit payment. »

    By 2025, the German automaker aims to convert the figure of 25% of global online sales to 80%. Pretty ambitious, huh? However, it is possible, especially with the brand’s well-built online car sales platform. The Mercedes-Benz dealerships will continue to exist and will be part of the car sales journey, responsible for completing the transaction, registration and delivery.

    Online sales platform Mercedes-Benz France

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    In Europe, however, Mercedes-Benz will gradually turn into a direct-selling mole, skipping dealerships altogether. It will be an agency-based model in which dealers will hold no inventory and have no purpose. Since sales will no longer be concluded by the dealer, there will be no commissions and, therefore, no significant discounts for the buyer. There will be only one fixed price and the manufacturer will control the customer experience from start to finish.

    Mercedes-Benz online sales targets

    Existing Mercedes-Benz dealerships in Europe will be transformed into branded experience stores. Their job will be to facilitate test drives and help finalize the purchase of the vehicle.

    About Malaysia Mercedes-Benz dealershipsunlike Europe, they will be responsible for delivering cars even after sales transactions become purely online, i.e. by 2025.

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    Stephen V. Lee