Ola Källenius, the head of Mercedes-Benz Cars worldwide, recently reconfirmed that the company expected that 25% of their auto sales will be conducted online by 2025.
In his keynote speech at this year’s rather subdued Frankfurt motor show, Källenius said the world’s biggest luxury auto brand had reasons to be optimistic, despite the unprecedented challenges of electrifying half its fleet in around a decade and staying profitable.
“The world’s population is growing and people will be more mobile. Mobility means progress,” he said.
“And particularly for the Mercedes brand there is a second global trend: the demand for what is special. For outstanding products and experiences. The market for luxury goods has almost tripled in the last 20 years and will continue to grow.”While product is obviously crucial to that, it appears to also necessitate changes in how prospective customers interact with the brand, particularly the newer and younger ones.
This might be through Mercedes’ app-based digital services that lets you (for example) update and monitor your car, buy updates, and find green-energy charging points. Or it may be visiting a pop-up brand store, part of what the company loftily calls the “seamless integration between digital and physical touchpoints”.
In Australia, one example of this is Melbourne’s Mercedes Me brand store and cafe, which is a more relaxed environment to absorb all things Mercedes without being whacked over the head with it.
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