Mercedes-Benz India has kicked-off a unique ‘Brand Tour’ experience concept for the Tier II and Tier III cities. Through this campaign, the German carmaker intends to extend their reach to prospective customers in such markets where they don’t have a direct presence.
This customer-centric programme will reach out to 12 cities. Out of these, three cities – Jalgaon, Agra, and Salem – have already been covered. The other nine cities include Patiala, Kottayam, Shillong, Bhopal, Ahmednagar, Shivmoga, Rajmundry, Jodhpur and Kolhapur which will be covered by the end of 2017. In this initiative, the customers will be provided with a comprehensive brand experience by showcasing the entire product portfolio. There are test-drives and off-roading experience available as well apart from introducing the Mercedes-Benz Certified pre-owned cars and flexible financial services. The Stuttgart-based carmaker will also demonstrate their Pre-Safe features in their sedans. The bookings for the cars will also be available at the venue.
The Brand Tour is a customer-centric approach based on Mercedes-Benz’s ‘Go to Customer’ strategy. This initiative will enhance awareness, brand recall and will connect with consumers on an interpersonal level. The carmaker says that the location of each of the Brand Tour is selected strategically based on demand and growing fondness for luxury consumption in these cities of the country.
Apart from the Brand Tour, Mercedes also arranges a Luxe Drive in various cities for the customers. Initiatives such as these help the Three-pointed Star to venture into newer markets and retain its loyal customers.
Roland Folger, managing director and CEO, Mercedes-Benz India, speaking on the occasion, said, “The Brand Tour is a concept that is crafted to extend our growing footprint to the largely untapped Tier II & III emerging markets and provide the customers in these markets, who do not have easy access to a Mercedes-Benz showroom in their vicinity, a unique platform to experience a luxury marquee like Mercedes-Benz. Brand Tour is a curated plan that aims to unlock the market potential within smaller but faster-growing towns and cities of India. We are confident this will help us reach newer customers making the Three-Pointed Star even more accessible to those who are creating the next growth story for India in these markets.”