Mercedes-Benz introduces for the first time in India, an innovative ‘direct to customer’ sales model, offering a better luxury buying experience to customers
Termed ‘Retail of the Future’ (ROTF), the Direct to Customer (D2C) model is a win-win situation for customers, Mercedes-Benz Franchise Partners and MB India.
One customer, one price offered directly by Mercedes-Benz via established franchisee network from a centralised stock owned by the company and centralised ordering and fulfilment done by MB are some of the fundamental changes through ROTF.
Key customer benefits are the larger pool available for selection of cars, best prices without negotiations directly offered by the company, and seamless and simplified purchase process.
Better financial health, zero inventory carrying and no market risk are some of the benefits for franchisee partners.
Announcing this industry first ‘direct to customer’ model in India, Martin Schwenk, Managing Director and CEO, Mercedes-Benz India commented, “Reimagine Excellence is our motto for 2021, and a key reason for introducing Retail of the Future is to create an enhanced luxury buying experience for our customers. This long-term strategic move will strengthen our customer focus by introducing a fundamental transition in the retail business in the market. It also will deliver a win-win solution for both customers and Franchise Partners, underscoring our clear vision for a future which is sustainable, empowering and digital.”
ROTF will be applicable for new car sales. Separate business lines including Customer Service, Pre-Owned cars and allied businesses remain unchanged.
ROTF will be implemented in India from Q4 2021 onwards.