Mercedes dealers authorized to spend $2,500 on perks for S-Class customers
12-02-13, 05:11 PM
#1
Mercedes dealers authorized to spend $2,500 on perks for S-Class customers
Mercedes dealers authorized to spend $2,500 on perks for S-Class customers
If you drop $100,000 on a luxury sedan, it seems only reasonable to receive some preferential treatment at the dealership you purchased from. After all, that price isn't just for the car – you're paying for the brand and all the cachet that entails. For Mercedes-Benz, those benefits have apparently been lacking relative to the German brand's luxury competitors.
That's set to change, though, as Automotive News reports that the German brand is placing a much greater emphasis on keeping its customers happy and loyal with its MB Select program. Starting with the new S-Class and spreading to the CLA-Class (and eventually beyond), dealers are being given money - up to $2,500 in the case of the flagship sedan - just to improve the customer experience.
We agree, improving the "customer experience" is quite a vague term, so it's nice that Mercedes USA's CEO, Steve Cannon, offered up some examples to AN at the LA Auto Show. For example, a customer couldn't fit his sunglasses into the overhead compartment. "So we bought him a pair of Ray-Ban sunglasses that fit because of their shape," Cannon said.
Another buyer had an issue with a fussy check engine light, which required a quick software reflash. "The problem was fixed immediately, but we said that does not happen with the S-Class, the best car in the world. Dinner is on us. That customer was so thrilled he came in the next day and bought an SL off the showroom floor," Cannon told Automotive News.
Dealers seem to be onboard with the new program, as well. AN spoke to Josepeh Agresta, the chairman of the Mercedes Dealer Board. "This was Mercedes-Benz putting their money where their mouth is about customer service and empowering people at the front of the line both at their organization and the dealer network to make quick decisions and to try to help customers out in difficult situations with a new car."
That's set to change, though, as Automotive News reports that the German brand is placing a much greater emphasis on keeping its customers happy and loyal with its MB Select program. Starting with the new S-Class and spreading to the CLA-Class (and eventually beyond), dealers are being given money - up to $2,500 in the case of the flagship sedan - just to improve the customer experience.
We agree, improving the "customer experience" is quite a vague term, so it's nice that Mercedes USA's CEO, Steve Cannon, offered up some examples to AN at the LA Auto Show. For example, a customer couldn't fit his sunglasses into the overhead compartment. "So we bought him a pair of Ray-Ban sunglasses that fit because of their shape," Cannon said.
Another buyer had an issue with a fussy check engine light, which required a quick software reflash. "The problem was fixed immediately, but we said that does not happen with the S-Class, the best car in the world. Dinner is on us. That customer was so thrilled he came in the next day and bought an SL off the showroom floor," Cannon told Automotive News.
Dealers seem to be onboard with the new program, as well. AN spoke to Josepeh Agresta, the chairman of the Mercedes Dealer Board. "This was Mercedes-Benz putting their money where their mouth is about customer service and empowering people at the front of the line both at their organization and the dealer network to make quick decisions and to try to help customers out in difficult situations with a new car."
12-02-13, 07:12 PM
#2
Lexus Fanatic
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niiiice! in high end luxury products, service is huge too.
12-02-13, 09:53 PM
#7
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They'll also google you. When my uncle purchased his S550 the salespeople were trying to butter him up by saying he was the "most famous" person they've ever catered to (note: he's not a celebrity or anything he's just a high ranking executive at a Fortune 500 company and so he's often featured in business journals/articles and he has his own wiki page, etc.).
I've heard of airlines doing this as well. Some of them will google 1st class passengers under the assumption that if you're paying for first class you're probably a reasonably successful person. It's all a game to make service more personal and to make the client feel good about him or herself. Makes sense.
And really the dealers aren't spending $2500 per se. That money is neatly folded into the profit margin for the car.
It's like when you go to men's warehouse or something and they're offering 2 for 1 suits all year round. You're not really getting a suit for free. You're just being forced to pay for 2 suits
I've heard of airlines doing this as well. Some of them will google 1st class passengers under the assumption that if you're paying for first class you're probably a reasonably successful person. It's all a game to make service more personal and to make the client feel good about him or herself. Makes sense.
And really the dealers aren't spending $2500 per se. That money is neatly folded into the profit margin for the car.
It's like when you go to men's warehouse or something and they're offering 2 for 1 suits all year round. You're not really getting a suit for free. You're just being forced to pay for 2 suits
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12-02-13, 10:20 PM
#9
I don't think this is quite accurate. It's not like the dealer pockets the balance of $2,500. It sounds more like they can submit expenses like this to Mercedes Corporate. I'm sure some dealers were already doing efforts like this, and yes, taking some from the profits of the car. But this helps encourage dealers to do these services without impacting their individual bottom lines. It's good for the brand, and good for the customer as well.
12-02-13, 10:30 PM
#11
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I don't think this is quite accurate. It's not like the dealer pockets the balance of $2,500. It sounds more like they can submit expenses like this to Mercedes Corporate. I'm sure some dealers were already doing efforts like this, and yes, taking some from the profits of the car. But this helps encourage dealers to do these services without impacting their individual bottom lines. It's good for the brand, and good for the customer as well.
12-02-13, 11:01 PM
#13
Another buyer had an issue with a fussy check engine light, which required a quick software reflash. "The problem was fixed immediately, but we said that does not happen with the S-Class, the best car in the world. Dinner is on us. That customer was so thrilled he came in the next day and bought an SL off the showroom floor," Cannon told Automotive News.
They are giving money to unhappy customers - there should be no unhappy customers 1 month into the launch of S-class though.
12-02-13, 11:53 PM
#14
Lexus Test Driver
I guess I don't belong in the luxury market lol....I'd just prefer $2500 off the price of the car.
@ the customer complaining about the sunglasses.....all I can think is first world problems. Makes me ponder the times that I myself am guilty of complaining about little things and hope I don't get any worse.
@ the customer complaining about the sunglasses.....all I can think is first world problems. Makes me ponder the times that I myself am guilty of complaining about little things and hope I don't get any worse.
12-03-13, 12:02 AM
#15
Lexus Test Driver
I too rather have the money and do as I please with it. Not impressed with gifts or people sucking up to make me feel special. It's already a big game and phoney enough when buying a car. This makes it worse.