Trying not to cross dealerships
Starting today, German Mercedes customers can order one of four fixed models
online: an A Class, a B Class, a CLA and a CLS type, at prices are identical to
those in dealerships. The move is similar to what BMW, Mercedes’ largest
competitor, has done, selling its electric i3 through the internet.
Mercedes has done all it can to avoid crossing the
dealerships: cars bought online are still delivered
through the dealerships, even though Daimler intends to increase its visibility
in German inner cities through pop-up stores.
Daimler’s plans fit the strategy to become
Germany’s number one brand once again by 2020, surpassing Audi
and BMW. For 2013, Daimler expects to sell 1.4 million cars, while it hopes to
get 1.6 million in 2015. The company emphasizes that the online sale is a pilot
project and it has not been determined how long the test will last.
(Translated by Gary Peeters)
