Having recorded sales of more than 10,000 units in calendar
year 2014, Mercedes-Benz India wants to ensure that it Lives the Best. So, for
2015 Mercedes-Benz India announced its strategy founded on its brand philosophy
of ‘Best or Nothing’. The growth strategy is built on 5 key initiatives with an
aim to provide the ‘BEST’ to its customers through BEST products, BEST
operations, BEST touch points, BEST customer experiences and BEST corporate
Thus, ‘Live The BEST' will be the new driving philosophy for
Mercedes-Benz India in 2015 to achieve the objectives of growing a profitable
and sustainable business in India and to extend its customer focused approach.
In a press release issue on January 9, 2015, Eberhard Kern,
Managing Director and CEO, Mercedes-Benz India commented, “Mercedes-Benz
continues an aggressive growth strategy in 2015 by committing to ‘Live the
BEST’ which is integral to the founding philosophy of the brand: ‘BEST or
Nothing’. Enriched product portfolio, future ready operations, BEST customer
experience, enhanced touch points and efforts to be a responsible corporate
citizen will be the catalysts in propelling the company towards its objective.
We want our consumers to ‘Live the BEST’ with Mercedes-Benz in 2015 and
Mercedes-Benz will introduce 15 products in 2015, including products with no
predecessors in India. These 15 new products are Mercedes-Benz India's biggest
product initiative till date. The aim is to not only retain the loyal patrons
attached with the brand, but also winning new young customer groups aspiring
for a Mercedes-Benz. The products will be feature rich variants, keeping in
line with the company’s strategy of bringing the right products at the right
The product offensive will be supplemented with an aggressive network expansion
during the year. Another 15 outlets will be inaugurated in mature as well as
tier II and III cities, in continuation with the ‘go to customer’ strategy.
This will be the highest ever in a year for the brand in India and will
continue to further expand the densest luxury car network in India.
Mercedes-Benz India has called this initiative ‘15 in 15’
wherein it will launch 15 top of the pyramid products and a record 15 new world
class new outlets, in 2015.
Experiences: Mercedes-Benz will take luxury to different cities through the
year with an innovative and unique brand experience platform called
‘LuxeDrive’. Through this initiative aspirational and potential consumers will
get an opportunity to experience adrenalin, gourmet and haute couture at one
luxury venue. The LuxeDrive will travel through 15 cities across the country.
Participants will have the opportunity to drive the range of Mercedes-Benz cars
including sedans, SUVs and AMGs through specially designed courses. This
experience will be amplified by the BEST gastronomic experience with Michelin
Star Chef Vikas Khanna, who will create an exotic menu for the events in each
city and interact with customers. This luxury experience will be rounded off
with some luxury retail therapy with the luxury apparel partners.
An exclusive service
package for the New Generation Cars will ensure a cost of ownership starting as
low as Rs. 1.99/ kilometre. One of the new highlight offerings will be the
unmatched interest rate of 9.99 pc for New Generation Cars.
Mercedes-Benz India will continue its aggressive strategy in its operations as
well with an additional investment for capacity expansion in the Chakan Plant,
taking the total investment to over Rs 1000cr.The extended facility has secured
the necessary clearances and will begin production by June of 2015. With this
expansion, the plant will now have a capacity of 20,000 units per year, the
largest for any luxury car manufacturer.
Citizen: With the aim of giving back to society, Mercedes-Benz India has
collaborated and initiated a variety of social initiatives so far and will
continue to engage further in newer projects during this year. Mercedes-Benz
will further invest into its Roof Top Solar Plant and help in protecting and
preserving resources. The company will make additional investments to further
increase the capacity of the solar plant to 10 times of current capacity by
2016. Mercedes-Benz will also further strengthen its Advanced Mechatronics
course in northern India based on the Public-Private Partnership model. This
will be an extension of the present association with Government Polytechnic,
Pune and Government Polytechnic, Aurangabad. This partnership is a milestone on
the path towards modernization, practical relevance and flexibility of
vocational education and training in India.
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