Mercedes-Benz prepares to revise its dealership standards

Article by Christian A., on December 9, 2013

Mercedes-Benz is preparing to revise its dealership standards, in line with an initiative to appeal to younger consumers. No changes to Mercedes’ US dealership standards are expected soon, according to Jens Thiemer, head of brand communications for Mercedes-Benz Cars. In an interview in November at the Tokyo Motor Show, Thiemer stressed that Mercedes is planning to implement changes in marketing and branding to become more relevant to a new group of consumers.

He said that he targets to reposition Mercedes so that younger buyers perceive it as "not just a brand that they say, 'That's a brand I [will] buy later' or 'That's a brand my parents buy' but 'That's a brand for me right now.'"

Thiemer has received orders from Ola Kaellenius, executive vice president for sales and marketing at Mercedes-Benz Cars, to go beyond the brand's traditional buyers. While the average age of an S-class buyer in China is 30 to 35, US buyers are usually those aged 50 years and above. To change that, Mercedes is launching a compact car like the CLA.

According to Thiemer, the CLA’s base sticker price of $30,825, including shipping, makes it possible to target buyers in the 30-35 age bracket. Thiemer’s role will be to make the brand's marketing communications "really relevant to younger people, to modernize it and to bring in a new language" that will link into Mercedes' vehicle design language, known as "sensual purity."

To achieve that, Thiemer said they want to break out from the Mercedes stereotypes. He said that while the Mercedes will still be known for "comfort, quality and safety," it will also be known as “fascinating and modern.”

If you liked the article, share on:

Comments

Recommended

Skoda recently launched the new Karoq compact SUV as a replacement model to its now-defunct Yeti small crossover. Slotted below the newly introduced Skoda Kodiaq, the new Karoq features a...
by - May 23, 2017
There are already rumors suggesting that the next generation BMW 5-Series GT is expected to be joining the 6-Series range. The latest reports instead tell us that that 3-Series GT...
by - May 23, 2017
In 2004, the British marque Rolls-Royce officially entered South Korea with the opening of their showroom located in Seoul before opening their second showroom last September in Busan. Now RR...
by - May 23, 2017
In a game-changing move, Ford has revealed that it will soon produce its first ever all-electric CUV that will be built to be electric from the ground up, and it...
by - May 23, 2017
The wait for the Mustang’s GT-based Super Snake concept to be released is finally over. Shelby had recently collaborated with Ford Performance and Borla to come up with something that...
by - May 23, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries