Mercedes-Benz USA wants to improve customer experience at dealerships

Article by Christian Andrei, on August 7, 2012

As Mercedes-Benz USA prepared to launch several new models, the new management team has prioritized the improvement of customer experience at its dealerships. Mercedes also plans to construct one more assembly plant in North America. Steve Cannon, who is 51 years old, became the CEO on Jan. 1.

Cannon said that Mercedes, a top luxury automaker, has to get back to behaving as such and working so that customers get a special experience. Cannon has already created a customer experience department and training programs so that dealers can improve their game.

In the 2012 J.D. Power and Associates Customer Service Index Study, Mercedes-Benz took the seventh place, which is surprisingly too far down for a luxury model, says Autonews. It placed eighth last year. Cannon commented that the company isn’t pleased with getting the No. 7 place.

He said that Mercedes has to be prepared to get a growth spurt that is product-driven, confirming that it is entering new product segments. The product onslaught begins in 2013 with the refreshed E-class range and a redesigned flagship S-class sedan.

Next fall, Mercedes-Benz will launch the CLA coupelike sedan, which is just the first in a lineup of front-wheel-drive compact vehicles that are smaller than the C class. Cannon said that in 2014, there will be models added to the lineup that the company is relying on to attract to new customers and who will enable the company to increase its market share.

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