In 2015, Mercedes Benz India will launch 15 new models and open up 15 new dealerships. This is also the reason why they are calling their new 2015 strategy as ’15 in 15′.The German luxury car marque has announced that it is going to strengthen its five core pillars.
Products – Launching 15 cars in 12 months is not going to be easy for them, same goes for customers as they could be overwhelmed by the choices they will see. Not all models set for launch are revealed, but some of them are new CLA-Class, new variants of 2015 C-Class, B-Class facelift, E 400 Cabriolet / convertible variant of E-Class facelift, Viano van and the star of the year (here) – AMG GT.
Network Expansion – Mercedes Benz will increase the outlet count in India to 83 this year, with penetration into tier II and III cities. The company also plans to open up multiple AMG Performance Centres to encourage sales of AMG GT and other AMG cars in the country. Also, Mercedes-Benz Certified, the company’s pre-owned car sales department that was launched last month, will be expanded.
Brand Experiences – ‘Luxe Drive’ programme for customers involving fashion show, gourmet food and exciting driving activities, will be conducted to bring customers closer to the brand and make them recurring buyers.
To promote sales of compact cars, special finance scheme with interest rate of 9.99 percent and special maintenance package for Rs 1.99 per km for first 20,000 km (covering all costs) are offered.
CSR Activities – Solar power generation facility at Chakan plant will be expanded and new road safety initiatives will be inaugurated.
Operations – Many heavily taxed CBUs will be axed and brought in as CKDs instead, with slight possibility of reduction in ex-showroom price.