Mercedes Benz has chalked out a structured plan to lure Indian customers and is rolling out the red carpet as part of their ‘Live the Best’ strategy.
Coming on the heels of the impending January 22 launch of the compact CLA-Class sedan – Mercedes will launch the Luxe Drive in 15 cities.
The new generation cars (A, B, GLA and CLA) will not only be showcased, the package includes a gourmet meal prepared by Michelin Star chef Vikas Khanna and expert advice on the latest trends in haute couture.
“We have a structured approach on finding our potential buyers," explains Eberhard Kern, MD and CEO, Mercedes Benz, adding that professional groups, corporates and owners of high-end cars who could be looking to upgrade, are part of the target audience for the new initiative. Since its global launch in April 2013, 80 per cent of the 100,000-odd CLAs sold are to new customers, Boris Fitz, Vice-President, Sales, reveals.
The India strategy obviously centers around replicating that here.
To sweeten the deal further, buyers will get service packages at ₹1.99 per kilometre and customised finance options at the rate of 9.99 per cent.
The company, which has just received the necessary government clearances to double its production capacity at Chakan to 20,000 units per annum, will invest ₹150 crore this year to set up a new flexible assembly line.
This will take MBI's total investment in India at Chakan to ₹1,000 crore.
To be built from kits sourced from Keckemet in Hungary, and engines from Germany, the CLA will be the first product to roll out from the new line, and the sixth to be assembled locally.
15 launches this yearWhile the car closes a major gap in the company's India portfolio, there is still room for more, Kern says.
The current year will see a total of 15 new products being launched, including some without predecessors, and more models for local assembly are on the anvil, he adds.