Mercedes Benz ready to change gears in India with 2013
Mercedes Benz India is no longer the dominant company in the luxury car market. It has been bullied by compatriots, first BMW and now Audi. 2013 will see, Mercedes Benz India getting aggressive. They will launch new cars, improve their dealer network and invest in their setup.
On the cards for 2013, are expansion of dealerships, reduced cost of ownership and offering products with more emphasis on style and comforts, revealed Eberhard Kern, Head, Mercedes Benz India, in an interview with ET. A new 60000 sq ft showroom has recently been opened at the cost of Rs.70 crores while more touch points are impending besides additional investment to the tune of Rs.480 crores. Kern, 49, hints at a change that is about to take place during the year.
At a plant visit last year, MB India revealed that they were in the process of building a tract behind their plant at Chakan, near Pune. This same Performance Drive track is now ready and will be launched tomorrow. This track is not only for Mercedes Benz car owners. It is for anybody and everybody who would like to develop their performance driving skills.
Finding the company on third rung below both fellow German automakers, BMW and Audi, Kern is taking competition to an all new level with a sea change that is about to be seen in the up and coming luxury car market. These plans and strategies were disclosed during Kern’s first interaction since assuming office at the end of 2012.