With direct-to-customer model, Mercedes-Benz in the retail driving seat

The luxury car maker offers a new marketing template that reorients its relationship with dealers, customers

Topics
Mercedes-Benz | Luxury car sales | retail space

Shally Seth Mohile  |  Mumbai 

On Wednesday, Mercedes-Benz India announced a “direct-to-customer mo­del”. The move, it claimed, will be a win-win for all.

India is the third market after Sweden and South Africa where Mercedes is deploying the new retail model. For customers it would mean getting a uniform pricing across all sales outlets. Under the new retail model christened “Retail of the Future” (ROTF), Merce­d­es-Benz India will own the entire stock of cars, sell them via appo­inted franchise partners and in­voice the new cars to custom­ers directly, taking away ...

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First Published: Fri, June 04 2021. 06:10 IST
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