2013 has been Mercedes-Benz India’s ‘Year of Offensive’. This year we focused on a strong, profitable and sustained growth that would strengthen the robust foundation that the company has built in the Indian market. We sharpened our focus on the four pillars of Products, Network, Cost of Ownership and Brand experiences. These four pillars are pivotal to our growth and we are happy that we have been able to deliver on our customer promises of providing the best of products and services. We have significantly consolidated our position in the market for a long sustained growth.
Products: The Year of Offensive 2013 kick started with successful launch of eight new products across categories.
- G 63 AMG- Combines ultimate off- road capability with a high-performance engine
- GL class – Full-size luxury crossover SUV
- A-Class – Introduced “Compact Luxury” to India
- B-Class- Diesel Variant – Introduced Luxury Touring to India.
- E-Class -Changed the Mid-Size Luxury Segment
- E 63 AMG -The best combination of a Luxury sedan & Sports car
- Edition C-Class – Celebrated 10 million C-Class’s sold globally
- •SLK 55 AMG- A new chapter to performance driving
Network Expanded Quantitatively & Qualitatively: We expanded the network aggressively with 9 new touch points in cities like New Delhi, Baroda, Coimbatore, Noida, Gurgaon, Rajkot, New Mumbai, Lucknow and Pune. With to a total of 58 outlets located in 32 Indian cities, Mercedes-Benz has the largest touchpoints in Luxury segment. Mercedes Benz also inaugurated the largest luxury car showroom in India at Delhi. There was an equal focus on increasing customer experience at our dealerships & by introducing iPad based applications such as iSales, which is an auto industry first in India.
Low cost of Ownership initiatives: ‘My Mercedes’ program combines some of the industry’s best initiatives and service products which aim at enhancing the overall Customers’ Ownership Experience while maintaining minimal Cost of Ownership. ‘My Mercedes’ combines some of the most innovative After-Sales initiatives like launching a National Remote Diagnostic Centre, reinvigorating the 24hours On-Road Assistance with the addition of a fleet of 20 B-Class service support vehicles and also launching Mercedes-Benz Online Service Booking even through smart phones and tablets using scanned QR codes which is again an industry first. Additionally, comprehensive service packages like the Star Care, Star Care+ and Star Ease will provide an absolute hassle free experience of owning a Mercedes-Benz vehicle.
Mercedes-Benz India also offered highly affordable service packages and Extended Warranty Programme which are most competitive. Under STAR CARE programme warrantable repairs up to 3 years is without any mileage limitations, as standard. Star Care Plus also offers 4th year extended warranty which enhances resale value. Mercedes-Benz India is the only luxury car maker to offer Road Side Assistance (RSA) Packages as a standard offering for 3 years and can be purchased for 4th and 5th year individually.
Mercedes-Benz financial offered ‘Flexinomics’ which gave tailor made financial solutions, while innovative products like ‘STAR Supersonic’ provided extremely fast loan approval in merely 30 minutes. STAR Agility is yet another unique and innovative product from Mercedes-Benz Financial Services which enhances the flexibility and affordability of owning a Mercedes-Benz.
Brand Experience:
Mercedes-Benz received various awards & accolades during the year establishing that it was the most Favorite luxury brand in India
- “The most exciting brand” in India by Brand Equity AC Neilson survey.
- “Most admired brand” by Fortune magazine.
- “Most preferred Luxury automobile” of key Decision makers – by Bloomberg – A.C.Neilson
The year 2013 also witnessed the launch “Mercedes-Benz Performance Drive”. The entire platform had various initiatives like “Stardrive” “AMG Driving academy” “Corporate Star Experience” “SUV offroad experience” & “International winter driving”. All these programs received tremendous response and were filled up in no time through online bookings.
Mercedes-Benz India has also initiated a new avenue for young racing talents in the country by giving India its first ever Young Star Driver program in association with the Federation of Motor Sports Clubs of India (FMSCI). This also received an overwhelming response with more than 3200+ applications and the winner emerging from Aurangabad in Maharashtra.
As the year 2013 concludes Mercedes-Benz India inaugurated its state-of-the-art ‘Centre of Excellence’ located within the company’s production facility in Pune. Created especially for its exclusive customers,
‘Centre of Excellence’ is a magnificent showpiece of modern luxury and creates a new benchmark in luxury car experience. The Centre of Excellence features a dedicated helipad that will be used by exclusive set of customers who want to fly-in and fly-out, providing them highest level of convenience and ease in purchasing their desired specialty car.
All the four pillars contributed to a successful ‘Year of Offensive’ and as we approach to the year 2013 we are delighted to register a growth of around 30% compared to last year & estimated to retail over 9000 units and surpassing our projected targets.
Mercedes-Benz is uniquely poised to start 2014 with exciting launches and commence the ‘Year of Excellence’.
