It has been over five years since the Mercedes-Benz Museum was opened to the public, and now it has become a popular leisure destination. In fact, since it was opened in May 2006, the Mercedes-Benz Museum has welcomed more than 4.2 million visitors, according to head of Mercedes-Benz Classic Michael Bock. In 2011 alone, 701,000 visitors from 175 countries around the world visited the museum on the automobile’s 125th anniversary; with nearly 4,000 guided tours conducted in 10 different languages.
Increasing the appeal of the Mercedes-Benz Museum – especially to new target groups -- were newly designed Legend 6 exhibition room and the special 'Art & Stars & Cars' exhibition. Bock remarked that 125 years since automobile was invented, it remains a fascinating object, as evidenced by the number of people who visited the museum. He noted the high proportion of international visitors to the museum, with nearly a third of guests coming from outside Germany.
He added that this international appeal could be attributed to the anniversary year of the automobile and Mercedes’ extensive program in 2011. More and more people from other countries are coming each year to visit the Mercedes-Benz Museum. In 2010, visitors represented 158, and the number surged to 175 in 2011. Moreover, the share of international guests has jumped by nearly half in recent years to 27 percent.
Majority of visitors were from Germany, China, United States, France and Switzerland. Notably, China’s visitor ranking leaped from fourth to second thanks to a significant increase in the number of guests from the Asian country. According to regular visitor surveys, two thirds of all guests spent over three hours at the 16,000-sqm automobile exhibition. Interestingly, quite a number of visitors were first-time guests in 2011.
In addition, 90 percent of all visitors in 2011 remarked that their expectations were exceeded while 98 percent said that they would recommend the Mercedes-Benz Museum. On the other hand, nearly 40 percent of guests said their visit to the museum was a result of recommendations from friends and acquaintances, while seven percent of visitors disclosed that the increased media coverage in the anniversary year is what urged them to drop by the museum.
In addition, promotions through online social networks like Facebook and Twitter were responsible for increasing the awareness of the museum as a leisure destination by two-fold. In 2011, nearly 4,000 guided tours were conducted in the Mercedes-Benz Museum, setting a new record. Still the most popular attraction is the classic Automobile guided tour that is conducted in 10 languages.
Also a hit among visitors are exclusive after-hours tours in the evening as well as guided tours of Mercedes’ Untertürkheim and Bad Cannstatt engine sites. Visitors are also aplenty on the special guided tour of the 'Art & Stars & Cars' exhibition.