Mercedes invests in flexible manufacturing line to offer personalisation

About 15 to 20% of the completely built unit customers seek unique customisation options

Sangeeta Tanwar  |  New Delhi 

Mercedes-Benz is betting big on customisation to stand apart in the luxury car space. Its customisation services — covering all models unlike other players that extend it to high-end ones — are aimed at providing buyers a rich experience by replacing the standard practice of picking up mass cars “off the rack” from showrooms. With buyers opting for customised vehicles, Mercedes-Benz stands to command a premium for exclusive, made-to-order car models. The carmaker is offering “customisation and individualisation” services in all the Mercedes-Benz Dream ...

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