Customers can buy their new car online or move to a dealership to buy their next car.
Dealerships currently buy cars from Mercedes, then on-sell them to customers at a marked-up price.
While customers will still be able to buy cars from a showroom, dealership businesses have effectively been cut out of the loop as buyers pay Mercedes directly, either online or at a dealership.
The value of the cars will remain the same, whether they are purchased online or at one of the brand’s outlets.
Fixed costs mean there’s no need to cross-shop between outlets, pitting Benz’s showrooms against others in the hope of getting a better deal.
Mercedes says consumers will be better off with the new fix.
The strategy of the Mercedes-Benz EQC SUV followed in 2019, when dealers voted overwhelmingly against the proposed plan.
Mercedes says the COVID-19 crisis has accelerated its transformation. Source: Supplied
Mercedes-Benz Australia spokesman Jerry Stamoulis said the new deal would be a truth in two years.
“Following the successful application of EQ’s signature style in Australia, and after many years of local thinking, Australia will put this style into effect for all passenger car sales, not just EQ, in 2022,” he said.
“This replacement was already introduced effectively in Sweden more than 12 months ago and Australia will be another of the first markets to replace.”
Mercedes expects one in 4 global sales to take place until 2025.
Honda will adopt a technique in July 2021, when it will reduce the length of its network and adopt national costs for new cars that have recently varied to some extent from one racer to another.
The new sales style is similar to that of Tesla, which gives the same uncomp negotiated costs on its and in a small number of concessions held through head office. Similarly, Apple’s popular diversity of laptops and smartphones necessarily costs the same price, whether purchased online or at a physical retailer.
Mercedes’ head of sales and marketing, Britta Seeger, says consumers will get advantages from a larger offer.
Britta Seeger, a board member of Mercedes-Benz guilty marketing and sales, says consumers “don’t have to worry about negotiating” under a formula that started in Sweden in 2019.
“What we seek to reduce complexity for our consumers while expanding flexibility and convenience,” he said.
“In addition, and of great importance to our customers, the price is and we supply it constantly in all channels.”
The local chief, Horst von Sanden, said in 2019 that the constants were “more transparent, more honest.”
But this resolution was not well earned through Mercedes dealerships.
James Voortman, chief executive of the Australian Automotive Dealer Association, said at the time it was a “kick in the guts” for the brand’s existing retailers.