Merc uses differentiation lever to live ahead
Luxury car brand bets on experiential advertising and marketing to bond with its customers
As the car space undergoes big disruptions, conventional car-makers are forced to preserve tempo with converting patron expectancies.
Even a brand related to luxurious and great like Mercedes-Benz has to do greater to stay beforehand of the competition and this is in which experiential advertising is gambling a key role. Though logo focus isn’t any venture for Mercedes, differentiation in an extremely-aggressive market is assisting it to supply the latest riding reviews.
The German car-maker’s ‘Luxe Drive’ is living proof. A precise consumer engagement initiative, it’s miles based totally at the 3 pillars of adrenaline, gourmet, and track, where the emblem pampers clients by letting them indulge in a costly revel in.
The event, held in towns which might not have an instantaneous dealership presence, affords members a holistic logo experience, with purchasers additionally getting an possibility to power the variety of Mercedes-Benz motors on specially designed tracks.
While professional racing drivers exhibit the logo’s technological prowess and luxury quotient, upbeat music periods and epicurean delights from famed chefs wow more than the taste buds.
While each ‘Luxe Drive’ event is as much approximately the raw excitement and adrenaline rush as it’s miles approximately experiencing luxurious first-hand, the agency is likewise engaging with consumers with its AMG Emotion-Tour, which permits customers to delve deep into the arena of the Mercedes-AMG brand.
The AMG Emotion-Tour is an occasion meant for performance-using fans. Consumers can get to enjoy the performance, sportiness, and luxury of the AMG cars by either signing up for motorsport events or riding down a dream path to experience the brand first hand.
Experiential advertising invitations an target audience to have interaction with an enterprise in an actual-world scenario. Using participatory, palms-on, and tangible branding material, the enterprise can show its clients now not just what the corporation gives, however, what it stands for.
By letting clients indulge, the emblem can witness first-hand what excites and engages its target market. The insight allows create future marketing campaigns, goal-relevant clients through advertising and understand which pain points to alleviate in future rounds of product development.
The company’s ‘Brand Tour’ initiative is another supplying, geared toward achieving potential consumers who have now not but had a danger to revel in Mercedes because of the absence of a showroom in their city. Last 12 months, ‘Brand Tour’ traveled to fourteen locations across India beginning with Aurangabad, Udaipur, and Allahabad earlier than shifting directly to Haldwani, Ranchi, Shimla, Tirunelveli, Vizag, and Gandhinagar.
The last yr additionally marked the launch of ‘Mercedes-Benz Circle Elite’, where its customers can get entry to some extraordinary advantages and privileges by honestly calling a hotline wide variety.
On the alternative end of the spectrum is ‘Service on Wheels’ represented with the aid of a fully equipped service truck with all the tools and service experts to take care of consumer motors. It has protected 25 towns and over 2,500 km since its launch in July 2018.
Martin Schwenk, MD, and CEO, Mercedes-Benz India, says this is especially focused towards Tier II and Tier III centers where there’s no direct dealership presence. “We see the substantial capability in those markets,” he provides.
Availability of customer service and dealership stores in those regions is assisting pressure income. “Last year, we opened the first-ever luxury vehicle dealerships in Jodhpur and Aurangabad. This year, we have released retailers in Kolkata, Kochi, Delhi, and Nagpur,” says Schwenk.
With ninety-five stores in 47 cities, Mercedes has now hit the throttle in Tier II towns along with Nagpur, Indore, Chandigarh, Thane, Vadodara, Jaipur and Surat, which can be set to be the engines of future increase.