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Merc makes use of differentiation lever to stay ahead

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 are playing a key function. Though logo recognition is not any challenge 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 revel in.

The event, held in towns that may not have a right away dealership presence, 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 as a whole lot approximately the uncooked excitement and adrenaline rush as it’s far approximately experiencing luxury first-hand, the employer is likewise attractive with 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 get to experience the overall performance, sportiness, and luxury of the AMG motors with the aid of either signing up for motorsport occasions or using down a dream route to enjoy the logo first hand.

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 not simply what the agency offers but what it stands for.

By letting consumers indulge, the emblem can witness first-hand what excites and engages its audience. The perception facilitates create destiny advertising campaigns, goal-relevant customers thru marketing and apprehend which ache factors to relieve in destiny rounds of product development.

The employer brand Tour’ initiative is any other presenting geared toward attaining ability customers who’ve no longer yet had a threat to enjoy Mercedes due to the absence of a showroom of 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 a hotline wide variety.

On the other end of the spectrum is ‘Service on Wheels’ represented by way of 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 that its launch in July 2018.

Martin Schwenk, MD, and CEO, Mercedes-Benz India, says this is centered toward Tier II and Tier III centers in which there is no direct dealership presence. “We see the substantial capability in those markets,” he adds.

Availability of customer support and dealership retailers in those areas is supporting 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, there were two no-nonsense press statements 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 bones approximately the truth that this goalpost changed into impractical, specifically in a rustic grappling with power shortages in lots of parts. Both CEOs welcomed the shift to electric-powered but warned that this becomes not the way to head about it in an ad hoc way.

Merc makes use of differentiation lever to stay ahead 2
Elaine Howell
Web fan. Beer fanatic. Explorer. Coffee ninja. Pop culture buff. Hipster-friendly food trailblazer. Skydiver, feminist, audiophile, hand letterer and AIGA member. Working at the crossroads of modernism and intellectual purity to craft delightful brand experiences. I prefer clear logic to decoration.

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Merc makes use of differentiation lever to stay ahead 3