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

The new Jaguar E-Pace crossover will soon hold its official launch on July 13 and is expected to arrive at the showrooms by early next year. It couldn’t have come...
by - June 24, 2017
New and improved 2018 Subaru Legacy comes packed with a number of upgraded features from the get go - from the exterior to the interior. And the company has finally...
by - June 23, 2017
In an interview involving Lamborghini CEO Stefano Domenicali and Automotive News, the topic about the Urus was thoroughly discussed. This super SUV is scheduled to make its debut later this...
by - June 23, 2017
Porsche definitely adores variety. You’ll see what we mean if you browse through the official company's website that shows a plethora of various 911 models. And now, the German marque...
by - June 23, 2017
2018 Ford Expedition is on its way to the market, and will be arriving at dealerships this fall. The all-new SUV will come with a new design, new EcoBoost engine,...
by - June 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