Mercedes-Benz Expands to Tier II & III Cities With Brand Tour Programme

Moving its focus towards smaller cities, Mercedes-Benz has announced that it will be tapping into Tier II and III markets with its new customer centric programme. The initiative is called the Mercedes-Benz Brand Tour and will see the German auto giant expand presence in cities where there are potential customers but limited dealership reach. As part of the programme, the company will be organising experiential drives for potential customers and will provide special discounts and schemes for those booking vehicles at the programme.

(Customers will get to experience Mercedes-Benz SUV's off-road capabilities)

Speaking on the new initiative, Mercedes-Benz India, MD and CEO, Roland Folger said, "Mercedes-Benz Brand Tour is one such concept that is crafted to extend our growing footprint to the largely untapped Tier II and 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."

Mercedes-Benz India says that the Brand Tour programme will give potential customers an exclusive experience to the automaker's brand. The manufacturer aims to increase awareness, brand recall and also to connect to the prospective interest on a more personal level. The programme will be inspired by the premium showrooms of the company and will have all the elements that one gets to see in a Mercedes-Benz dealership.

Customers will also be able to experience the Mercedes cars thanks to the experience programmes. Participants will get to sample the off-road capabilities of Mercedes SUVs along with the pre-safe feature on the C-Class and E-Class sedans.

(Potential customers will also be able to book cars during the programme)

The Brand Tour Programme has already commenced since October starting from Jalgaon, Agra, Salem and will travel to nine more cities including Patiala, Kottayam, Shillong, Bhopal, Ahmednagar, Shivmoga, Rajmundry, Jodhpur and Kolhapur before the end of 2017. The company says that the locations have been selected specifically based on the demand for luxury cars in these Tier II and Tier III markets.

Mercedes though isn't the only manufacturer to open such initiatives to tap into the potential smaller cities and towns have to offer. Audi too commenced its Mobile Terminals earlier this year that travel to smaller cities across the country. The Ingolstadt based automaker aimed at covering 40 cities by the end of 2017. Meanwhile, Harley-Davidson India too introduced its mobile dealership 'Legend on Tour' to tap into a similar market space. Maruti Suzuki too used mobile NEXA showrooms to expand presence across the country.