Luxury automobile brand bets on experiential marketing to bond with its clients. As the car space undergoes massive disruptions, traditional automobile makers are forced to hold tempo with converting purchaser expectancies. Even luxury and great logos like Mercedes-Benz have to do extra to live in advance of the competition. That is where experiential advertising and marketing play a key function. Though logo recognition is not challenging for Mercedes, differentiation in an ultra-competitive marketplace supports its supply of ultra-modern driving experiences.
The German car-maker’sLuxe Drive’ is a working example. A precise customer engagement initiative, its miles primarily based on the three pillars of adrenaline, gourmet, and music, wherein the brand pampers customers using letting them bask in a high-priced revenue. The event, held in towns that may not have a dealership presence right awaye, affords members a holistic brand revel in. Customers also get an opportunity to pressure the range of Mercedes-Benz automobiles on specially designed tracks.
Professional racing drivers exhibit the emblem’s technological prowess and luxury quotient, upbeat tune classes, and epicurean delights from renowned cooks wow more than the flavor buds. While every ‘Luxe Drive’ event is a whole lot approximately the uncooked excitement and adrenaline rush as it’s far about experiencing luxury firsthand, the employer is likewise attractive to consumers with its AMG Emotion-Tour, which allows consumers to delve deep into the arena of the Mercedes-AMG logo.
The AMG Emotion Tour is an event intended for overall performance-driving fans. Consumers can experience AMG motors’ overall performance, sportiness, and luxury by signing up for motorsport occasions or using a dream route to enjoy the logo firsthand. Experiential marketing invites a target market to engage with a business in an actual-international situation. Using participatory, arms-on, and tangible branding cloth, the commercial enterprise can show its customers what the agency offers and what it stands for. The emblem can witness firsthand what excites and engages its audience by letting consumers indulge. The perception facilitatescreatinge destiny advertising campaigns and goal-relevant customers thru marketing and apprehending, which ache factors to relieve destiny rounds of product development.
The employer brand Tour’ initiative is any other presentation geared toward attaining ability customers who no longer yet had the threat to enjoy Mercedes due to the absence of a showroom in their metropolis. Last 12 months, ‘Brand Tour’ traveled to 14 places throughout India, starting with Aurangabad, Udaipur, and Allahabad before moving on to Haldwani, Ranchi, Shimla, Tirunelveli, Vizag, and Gandhinagar.
Last year also marked the release of ‘Mercedes-Benz Circle Elite,’ wherein its customers can get entry to some unique benefits and privileges with the aid of really calling ahotline-widee variety. On the other end of the spectrum is ‘Service on Wheels’, represented by a completely ready provider truck with all gear and provider specialists to take care of patron motors. It has protected 25 towns and over 2,500 km, considering its launch in July 2018.
Martin Schwenk, MD, and CE of Mercedes-Benz India, says this is centered toward Tier II and Tier III centers where. There is no direct dealership presence. “We see the substantial capability in those markets,” he adds. The availability of customer support and dealership retailers in those areas supports power sales. “Last year, we opened the first-ever luxurious car dealerships in Jodhpur and Aurangabad. This 12 months, we have launched outlets in Kolkata, Kochi, Delhi, and Nagpur,” says Schwenk.
With ninety-five outlets in 47 cities, Mercedes has now hit the throttle in Tier-II towns, including Nagpur, Indore, Chandigarh, Thane, Vadodara, Jaipur, and Surat, which can be set to be the engines of future growth. There’s near unanimity that the timeline for one hundred% electrification is unrealistic and volatile.
The message becomes one of solidarity.
This week, two no-nonsense press statements were issued using Rajiv Bajaj and Venu Srinivasan on an equal day. They reacted to the Centre’s proposed pass to have 100 consistent with cent electrification for 3-wheelers and sub-one hundred fifty cc two-wheelers by way of 2023 and 2025, respectively. The Managing Director of Bajaj Auto and the Chairman of TVS Motor constitute corporations that might be fierce competitors within the market.
Yet, there was consensus in this ultra-modern notification that it becomes unrealistic and fraught with enterprise risks. Both Srinivasan and Bajaj made no bone; s approximately the truth that this goalpostbecameo is impractical, specifically in a rustic grappling with power shortages in many parts. Both CEOs welcomed the shift to electric-powered but warned that this is not the way to head about it ad hoc way.
