Mercedes invests around 3 million euros every year in projects and activities; related to Customer Experience. For a luxury brand, it's a must. very important to ensure customers engaging experiences, personalized services and recognizable and guaranteed points of sale. In recent years, also thanks to the outbreak of the pandemic, digital services related to the purchase of cars have increased significantly.
However, in the luxury segment, customers expect more than just a car. According to a 2022 McKinsey research on luxury car customers, 30% of those interviewed underlined the importance of an experiential ecosystem and a tailor-made relationship.
To meet expectations< /strong> more of customers in this segment, Mercedes has decided to develop its dealerships, redefining architectures, processes and professional skills inside the store. So, over the next few years, the entire Mercedes commercial network in Italy will adopt the new concept. a new exhibition concept that will transform & agrave; the dealerships in real "points of experience". In short, the dealerships will no longer be; just a place to go to sign a contract for the purchase of a new car.
THE NEW CONCEPT 
As Mercedes recounts, even if it is; interaction through digital channels is growing, for customers in the luxury segment the physical point of sale not only remains central but also increases its importance. So, how will the dealerships of the German brand change? The new concept provides for the optimization of the structure through six specific areas: Welcome Area, Consulting Area, Vehicle Display, Vehicle Handover, Shop Area and Service Lobby.
- Welcome Area: reception area for sales, assistance and after-sales
- Consulting Area: space organized through public, semi-private and private living areas, is; intended exclusively for interactions with customers (even with digital media)
- Vehicle Display Area: exhibition area where next to the cars there will be digital media that will allow you to obtain information about the model li>
- Vehicle Handover: area dedicated to deliveries where the consultants will illustrate the functions of the car also with digital tools
- Shop Area: sale of Mercedes accessories and products
- Service Lobby: area dedicated to assistance
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Clients will be able to take advantage of the professionalism of the company. of Star Assistant, Customer Contact Consultant, Product Expert, Sales Consultant/Customer Service and Media Expert.
- Star Assistant: welcomes the customer and accompanies him to the dealership
- Customer Contact Consultant: it is; the person in charge for all customer requests that arrive by phone, email and other channels
- Product Expert: supports the seller and follows the customer on test drives
- Sales Consultant/Customer Service: specialist in the analysis of needs, offers and orders
- Media Expert: assists the Product Expert managing the multimedia part
Marco Terrusi, President and CEO of Mercedes Rome, commented:
To be able to intercept the new needs of our customers, we have implemented a profound internal reorganization which, in addition to redefining the architectural and functional aspects of the store, introduces new professional figures, capable of simplifying processes and responding promptly and always more effective to what their real needs are. At the same time, we need to make more and more use of the technology. the potential of the physical relationship, exactly as happens in the boutiques of the big luxury brands, from fashion to haute horlogerie. The store must become an experiential platform that strengthens the value of the brand in an omnichannel synergy in which physical and digital become a unique expression of the strength and reputation of our brands.
CUSTOMIZED MODELS 
Luxury is; also the possibility; to create a customized model. For this reason, with the MANUFAKTUR brand, the German brand satisfies even more the market. the growing desire for personalization of customers. A corresponding program is the right one for you. already available for several years for the G-Class.
Now, the manufacturer also offers a corresponding customization program for models such as the CLS, the Mercedes-AMG GT coupé 4-door and the long wheelbase S-Class, as well as the the Mercedes-Maybach S-Class. Thanks to this program, customers will have many options at their disposal with which they can adapt the vehicle to their needs and the results are unattainable.
THE LUXURY OF MAYBACH 
A small preview in the "underground" of the dealership allowed journalists invited by Mercedes to touch the customized models first-hand, including a couple of 680s with the V12 which, in addition to the exclusive color and the particular rims that indicate the presence of the 12-cylinder, sported a well-designed interior down to the increased thickness of the foot mats. Prices? The largest specimen expensive of the three, a 680 long wheelbase, came close to 450,000€…
The German car manufacturer therefore exploited the possibilities available; of customization to create some truly exclusive models. Let's talk, for example, of the Mercedes-Maybach S 680 by Virgil Abloh and the Edition 100 special series.
The first is; a sedan that pays homage to Virgil Abloh, an eclectic artist, architect, creative director and fashion designer (former artistic director of Louis Vuitton) with whom Mercedes has collaborated and which has been designed and produced by Mercedes. died prematurely in 2021. The car is in original condition. was designed by the designer in collaboration with Gorden Wagener, Chief Design Officer of Mercedes and is; completed before Abloh's death. It will be produced in 150 specimens.
To characterize this car & egrave; the two-tone bodywork with the upper part lacquered in glossy obsidian black, while the lower part, the sides and the brand new forged rims are painted in a particular shade; sand. The same color combination that we also find inside the passenger compartment where fine leather upholstery and a whole series of exclusive accessories stand out.
Then we have the special Edition 100 series born to celebrate the 100° anniversary of Mercedes-Maybach. To celebrate this anniversary, it is; A limited series of only 100 of the current Maybach S-Class and GLS models was produced.
Both vehicles are hand-painted in the same two shades, i.e. high-tech silver/nautical blue, and feature a special design for the leather interior in the designo crystal white/pearl silver gray combination. Both cars can count on exclusive equipment which includes, among other things, massaging seats, monitors also at the rear and much more. The GLS has a 557hp V8 engine, while the S-Class has a 557hp unit. 612 HP V12.
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