By now, you probably have heard about Mercedes-Benz implementing the agency model in Malaysia. In contrast to the outgoing and traditional way or selling cars via dealers, the customer can now buy a car online directly from Mercedes-Benz Malaysia (MBM). The company guarantees one best price via a ‘convenient portal and a seamless omni-channel experience’.
What about the dealers and what will their role be in the ‘Retail of the Future’ plan? MBM says that its retail partners will maintain their pivotal role as experts and brand ambassadors, offering customers a luxurious experience at their retail network.
MBM says that as brand ambassadors, dealerships will maintain their ‘pivotal role’ in offering customers a luxurious experience in their retail network. “They will play a crucial part in ensuring a seamless customer journey of omni-channel experience, from the initial research phase to the vehicle handover upon purchase. The new agency model offers its retail partners the opportunity to concentrate even more than before on customers and their support,” the company says.
Customers will continue to benefit from a comprehensive range of services at Mercedes-Benz’s retail partners including vehicle sales, flexible financing options, maintenance and repair services, genuine parts availability, and warranty support. This convenient accessibility ensures a holistic ownership experience for customers, MBM adds.
“The launch of our agency model is an exciting time for us and our retail network. This new approach brings a host of benefits from providing our customers the true luxury of time – a luxury that enables customers to interact with our brand on their terms, at their convenience,” said Amanda Zhang, MBM’s president and CEO.
“The agency model makes sure that it doesn’t matter if you’re shopping online, visiting a physical store, or doing both, our customers are offered with the best price and the process is smooth and clear,” she added.
MBM says that with this new agency model, customers have the freedom to interact with the brand ‘whenever and wherever they prefer’, and have access to the company’s national stock at a single, best price – you no longer need to shop around dealerships for the best price.
Prefer to touch and feel the car, and talk to an expert? “Customers can conveniently switch between the Mercedes-Benz Store and our retail network, regardless of whether they want to exchange ideas with product experts or authorised agents; obtain information and/or conclude the purchase contract online,” MBM assures. The choice is yours, basically, and this is probably what they mean by ‘omni-channel experience’.
What do you think of Mercedes-Benz Malaysia’s new retail model? Before you answer, check out the Mercedes-Benz Store online and browse the extensive three-pointed star range, which has a growing number of EQ electric vehicles.
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“no longer need to shop around dealerships for the best price…” because everyone gets the worse price.
People never shop around dealerships for best price… they shop around for stock availability and allocations, such as faster delivery , colour choices etc.
This new Merc CEO… obviously is still new…
Might as well follow MLM model…
Mercedes trying to emulate Tesla by selling their cars online and by eliminating the middle man and dealers. Not sure it fits their product portfolio or is attractive to their current customer base. The higher end models may need more personalized service akin to buying a supercar.
But if I can afford a Mercedes Benz I don’t mind booking online if it gives me the option to fully customize my car and make the purchase as quick and painless as possible.
this new ceo must be drunk with moutai or tsingtao, she dont know tiger beer industry is different
That is why she is CEO while you sell Roti Canai. Hahaha. Most stupid people will think they are smarter than others. You are a classic example. I laugh at losers everyday. Never fail to amaze me with their disproportionate IQ:Confidence ratio. Hahaha. Roti canai. Hahahahaha
jokes on you, the actual roti canai seller probably earns way more than you
Won’t be surprised when this agency model fails and MBM sees BMW sales higher than them. It will be too late to revert. Customers are still old school and will go between dealers to check for stock availability, best discounts, service center reliability and some even ask for free-gifts ie. petrol vouchers, free tinting/coating/PPF, T&G credit, dashcam, even merchandise like umbrella” additional rebates, etc. To say the best price is available at all dealers means we are selling at fixed-price. Take it or leave it…
Can’t afford one but here’s my 2cent;
A luxury car should be experienced first hand (exclude A class pls) , unless your customers knows all about the material/finishes which you need to describe online. Pretty sure you’re targeting young buyers now, not like your ardent, loyal customers who know what they’re getting in to.
Poor decision.
I am not buying a car this way. Full stop.
Itulah. Dia orang angkuh. Target young online only crowd (majority got time but no money and happy to waste what they have) and alienate the established customer base (older, cashed up, no time for nonsense and always looking for the best deal). Time will tell. But of course any dealer relationship built up over decades all lost la. What’s in it for the dealer in this model?
Where are you all schooling ? Update abit see china market first how to sell car at ..now I know go poor and more poor economic .