Mercedes-Benz Germany is increasingly focusing on the digital transformation of its sales. Two further components of the digitisation process will be launched for the market launch of the new A-Class: the 3D-Augmented Reality App Mercedes car (useful like a 3D configurator) and the Virtual Reality Set with data glasses. With the app, customers and interested parties can individually configure the car of their choice on a smartphone or tablet and display it in detail in a unique three-dimensional resolution – from outside as well as inside and in the environment if their choice.
The mercedes cAR app and the new A-Class multimedia system, the Mercedes-Benz User Experience (MBUX), are characterised by intuitive operation. Thanks to Virtual Reality, a visit to a car dealership also taken on a new dimension: Mercedes-Benz offers visitors the opportunity to experience their dream vehicle directly in real time with virtual reality glasses using 3D technology in all possible configurations. The brand launches the virtual technology in the seven German sales offices. The aim is to make the brand experience even more fascinating and customer-oriented by digitizing consulting, sales and services.
„Not only in vehicles and services, but also in marketing and sales, the virtual and real world are merging more and more. Digitization opens up fascinating new possibilities for us in adressing customers,“ says Britta Seeger, Member of the Board of Management of Daimler AG, responsible for Mercedes-Benz cars Sales. With its „Best Customer Experience“ sales and marketing strategy, the brand is constantly breaking new ground in marketing and sales, focusing all its activities on customers and their wishes. „Thanks to digital technologies such as augmented and virtual reality, our customers can quickly and easily explore the diversity of our verhicles. Our point of sale thus becomes the point of experience and we offer a premium brand experience in a whole new dimension“.
Mercedes cAR starts with the market launch of the new A-Class. It is the first model with the Mercedes-Benz User Experience (MBUX), which enables intuitive operation and a completely new connection to the vehicle with artificial intelligence, intelligent voice control and a holistic touch operating concept. The new Mercedes-Benz A-Class with the Lines Style, Progressive and AMG Line will be configurable in the app at the start of the Mercedes cAR App. Further configuration options and models will follow successively. The Mercedes cAR app is now available in the German App-Store for iPhone and iPad with iOS 11 and will also be available for Android devices in the coming months. Conception and realization of the Mercedes cAR App took place in close cooperation with the agency antoni garage.
Two worlds at a glance: the Virtual Reality Glasses.
Mercedes-Benz customers and interested parties in Germany can already experience the virtual world with digital technology in the showroom: in the Mercedes-Benz Customer Center in Bremen and in the Mercedes me Store in Hamburg. This will be expanded for the market launch of the new A-Class: Virtual Reality Glasses, another digital feature is being introduced at selected locations of the Group`s own Mercedes-Benz Sales Germany, making the vehicle experience even more diverse and emotional: Taking their seats in the A-Class, customers and interested parties can view the vehicle in all possible configurations using 3D technology and experience it virtually via data glasses.
This so-called „InCar Virtual Reality Experience“ mixes the virtual and real vehicle, so that not only the visual sense via VR glasses is part of the customer experience, but also the sense of smell and especially the sense of touch are included in order to further enhance the experience. The prospective customer can decide whether he wants to take over the operation himself or be supported by the sales staff. As with an online configurator, all vehicle configuration options are available. For example, the colour of the vehicle`s interior can be experienced in all variations or the single-coloured leather can be change his virtual position within fractions of a second, for example from the front seats to the rear seat or from inside to outside. In digital reality, for example, it can open doors, the boot and the glove compartment. In This way, the customer experiences his vehicle in all its facets and details even before delivery. Virtual technology will gradually follow for further series and markets.
Digitisation in distribution.
Mercedes-Benz Cars Sales Germany is consistently expanding the digitization of all channels – both in customer contact and in sales and services. Mercedes me, for example, enables customers to contact Mercedes-Benz anytime and anywhere – via app, website or directly in the car. All existing and future services and mobility offers relating to the vehicle are bundled on the online platform. More than 1.7 million customers in 37 stores already use personalized access. One of the new functions at Mercedes me is „Digital Anticipation“. Since 2017, buyers can track in real time how far their new car is in production. The service is currently available for the A, B, C, E and S-Class as well as CLA, CLS, GLA, GLC, GLE, GLS, SL and SLC models from the Sindelfingen, Rastatt, Kecskemet, Bremen, East London and Tuscaloosa plants.
Mercedes Benz is also increasingly using digital formats for vehicle sales: Customers in Germany have been able to buy their new cars in the Mercedes Benz Online Store since 2016. Since July 2017, the company has also been offering used cars with a star at the click of a mouse. The goal is to generate up to 25 percent if Mercedes Benz`s global passenger car sales through online sales by 2025.
In addition to digital activities, dealerships will remain an irreplaceable personal point of contact for customers. Mercedes Benz partners continue to be the backbone of sales and a competent contact partner for customers. In 2017, the company began modernizing the brand image of its indoor and outdoor retail operations. In the car dealership of the future, the advantages of the digital and analogue world will be consistently combined. New ways of approaching customers are also being implemented in the after-sales area. Among other things, appointments can be booked online and service acceptance is digital. For Mercedes Benz, the customer and his individual needs are always at the centre of attention throughout the entire Customer Journey. In whatever form, every encounter with Mercedes-Benz should be a special experience for him – a Mercedes moment, whether in the physical or digital world.