Mercedes-Benz Goes On A Brand Tour Across India

Mercedes-Benz has launched a new marketing activity to mark its presence in Tier II and Tier III cities across the country. Called the Brand Tour, it is part of the German carmaker’s ‘Go to Customer’ strategy which focuses on connecting with prospective customers and giving them a Three-Pointed Star experience.

Under the program, customers will be able to experience (test drive) Mercedes’ entire range of cars, which includes an array of hatchbacks, sedans and SUVs. Along with it, Mercedes-Benz Certified, a pre-owned car service, will also be present with complimentary vehicle evaluation service, trade-in options and flexible finance services to make car buying experience easier and affordable.

Speaking at the launch of the tour, Roland Folger, MD and CEO of Mercedes-Benz India, said, “Customers are at the focal point of every Mercedes-Benz business strategy and it’s imperative that we evolve our customer-centric approach in our endeavour to reach out to a wider customer base. Mercedes-Benz Brand Tour is one such concept that is crafted to extend our growing footprint in the largely untapped Tier II & III emerging markets and provide the customers in these markets, who do not have easy access to a Mercedes-Benz showroom in their vicinity, a unique platform to experience a luxury marquee like Mercedes-Benz.”

The Brand Tour commenced in early October from Jalgaon, Agra and Salem. It will now travel to nine more cities, including Patiala, Kottayam, Bhopal, Ahmednagar, Shivamogga, Rajahmundry, Jodhpur and Kolhapur before the end of this year.

We think that initiatives like these will help manufacturers strengthen their presence in the country in terms of sales and customer reach. In 2016, Mercedes-Benz topped the premium car segment by selling 13,231 cars compared to BMW’s sales of 7500 units.