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MERCEDES-BENZ EXPERIMENTS WITH SMALLER DEALERSHIPS
By Éric Descarries
Automotive News reported a few days ago that German carmaker Daimler, which markets Mercedes-Benz cars, is considering smaller sales outlets that could be set up in shopping malls and other smaller locations than the current large dealerships. One of these is already set up as a “prototype” in the U.S. city of Atlanta, Georgia, in a 2,000-square-foot space that can hold only two cars on display.
This exercise is intended to compete with emerging online-only companies and direct sales-only manufacturers like Tesla. However, the Atlanta prototype does not make sales, as those are made at a “regular” dealer. There are no service workshops, either. However, the employees there, called “brand ambassadors,” can inform potential customers about everything they need to know and even take them for a test drive. This is a new approach that is being seriously considered.
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