Luxury car brand bets on experiential advertising and marketing to bond with their customers. The car space undergoes big disruptions; conventional car-makers must preserve tempo by converting patron expectancies. Even a brand related to luxury and great, like Mercedes-Benz, has to do greater to stay before the competition. 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 helps supply the latest riding reviews. The German carmaker’s ‘Luxe Drive’ is living proof. A precise consumer engagement initiative, it’s miles based on the three pillars of adrenaline, gourmet, and track, where the emblem pampers clients by letting them indulge in a costly revel.
The event, held in towns that might not have an instantaneous dealership presence, affords members a holistic logo experience, with purchasers additionally getting the possibility to power the variety of Mercedes-Benz motors on specially designed tracks. Simultaneously, 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 about experiencing luxury 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 gnjoy the performance, sportiness, and luxury of the AMG cars by signing up for motorsport events or riding down a dream path to experience the brand firsthand. Experiential advertising invitations a target audience to interact 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 but what it stands for. The emblem can witness first-hand what excites and engages its target market by letting clients indulge. The insight allows future marketing campaigns, goal-relevant clients through advertising, and an understanding of which pain points to alleviate in future rounds of product development.
The Company’s brand Tour initiative is another supply 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, then 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 by 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 of Mercedes-Benz India, says this is especially focused on Tier II and Tier III centers with no direct dealership presence. “We see the substantial capability in those markets,” he provides. The availability of customer service and dealership stores in those regions assists with pressure income. “Last year, we opened Jodhpur and Aurangabad’sfirst-ever luxury vehicle dealerships. 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 and Nagpur, Indore, Chandigarh, Thane, Vadodara, Jaipur, and Surat, which can be set to be the engines of future increase.
