Mercedes-Benz USA wants to improve customer experience at dealerships

Article by Christian A., 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.

Mercedes-Benz’s new CLA-Class is out to impress the automotive world not just by creating a new segment but by making sure that it sets the benchmark right away. This new Mercedes CLA two-door coupe features superb aerodynamics, with a co-efficient of drag value of just 0.22 Cd for its BlueEFFICIENCY Edition model. Its unique coupé design is made capable by the fact that it could be availed with 4MATIC all-wheel drive system.

Likewise, the new Mercedes CLA-Class is fitted, as standard, with the so-called Collision Prevention Assist, a radar-based braking system that could provide ample warning of an obstacle at minimum speeds 7 km/h. Once such obstacle is detected, Collision Prevention Assist would initiate precision braking as soon as the brake pedal is pressed.

Because of its sports nature, the new CLA-Class is powered by any of the available turbocharged engines that could deliver at most 155 kW (211 hp) of output and high levels of torque. These engines are complemented by sports suspension and the optional 4MATIC all-wheel drive.

Dieter Zetsche, Chairman of the Board of Management of Daimler AG as well as Head of Mercedes-Benz Cars, remarked that the new CLA-Class is the result of the overwhelming appreciation and commendation for the company’s Concept Style Coupé. He noted that in the new CLA, mid-range doesn’t translate to mediocrity since the powerful design of the new vehicle highlight the sportiness of the Mercedes-Benz brand."

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