Mercedes-Benz Korea Enhances Customer Satisfaction With New Sales Model

Introduction of "Retail of the Future"

Mercedes-Benz Korea will introduce a new sales model in the first half of the year that integrates inventory and pricing structures, which previously differed by dealer. This will allow customers to purchase vehicles under the same optimal conditions anywhere in the country.

According to the industry on the 24th, Mercedes-Benz Korea is in the final stages of preparations to introduce a new vehicle sales model called "Retail of the Future."

Until now, vehicle inventory and sales prices differed by dealer, forcing customers to haggle over prices or visit multiple dealerships to check stock. With the introduction of the new sales model, customers are expected to be able to view all available inventory nationwide at a glance and purchase at the same optimal price set by Mercedes-Benz Korea, without the inconvenience of visiting multiple showrooms to negotiate prices.

The company explained that customers will be able to focus solely on the vehicle itself and the brand experience, rather than on price negotiations, while enjoying a consistent brand experience throughout the purchase process.

Currently, when the importer Mercedes-Benz Korea brings in vehicles, 11 dealers purchase them wholesale and then sell them to customers. Once the new model is introduced, dealers will sell vehicles owned by the importer to customers and receive a brokerage commission.

It is expected to reduce the dealers' workload related to contracts and payments and improve efficiency. Inventory and showroom vehicles will be owned and managed by Mercedes-Benz Korea, enabling dealers to reduce operating costs and inventory burdens.

Addressing concerns that price discounts may decrease as price competition among dealers disappears, an official at Mercedes-Benz Korea said, "Discount policies that were previously left to the discretion of dealers will now be managed by the head office," adding, "We will offer vehicles at the most attractive prices through discount policies aligned with supply conditions. This does not mean that discount rates will disappear."

Veitl Matthias, CEO of Mercedes-Benz Korea

Dealers will continue to be responsible for customer service and support, mainly through showrooms. Veitl Matthias, President of Mercedes-Benz Korea, emphasized, "We do not intend to reduce existing dealers or offline locations," and added, "The fact that dealers are the most important touchpoint for direct interaction with customers remains unchanged, and their role will continue to be maintained."