Mercedes-Benz to revamp dealership sales procedures next year

Article by Christian Andrei, on November 29, 2010

Mercedes-Benz seeks to change dealership sales procedures in 2011. The company is now prepping for a wave of new front-wheel-drive vehicles and new young buyers.

Beginning in 2012, Mercedes will launch three U.S. FWD vehicles. At the Los Angeles Auto Show, Mercedes-Benz USA's CEO Ernst Lieb says it will ensure the processes and how it presents the cars and how they deliver is right.

Changes are to take effect in 2012. Mercedes has agreed with its dealer council on handling the review. Some of the processes being studied are: handling young customers, vehicle walkarounds, and presenting and explaining technology.

The review is needed as Mercedes' new FWD vehicles will rely heavily on conquests. Lieb says Mercedes-Benz mounts its cruise control on a stalk next to the turn signal indicator, which is puzzling for the first-time owner.

He also wants the sales process to focus on unfamiliar technology like lane assist. He says he does not want owners to be surprised when the steering wheel starts to shake when the car transfers to the next lane.

In a pioneering move, Mercedes has plans to bring all of its 353 U.S. dealers to its Stuttgart headquarters in April and show them products planned for the next three years. [via autonews - sub. required]

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