Premium lifestyle reflected in Mercedes customer experience

Premium carmakers believe that young, elite customers are crucial to their success in China, and so Mercedes-Benz is winning their hearts by offering an innovative lifestyle experience.

The carmaker has unveiled a sub-brand of "Mercedes me" in China, offering a premium experience to potential customers in its largest market worldwide.

One important part of the sub-brand is Mercedes me Sanlitun, a place where people can have a cup of coffee, sip a glass of wine, enjoy gourmet cuisine and of course appreciate the cars.

Duan Jianjun, executive vice-president of Beijing Mercedes-Benz Sales Service Co Ltd, responsible for sales and marketing, believes it allows consumers to gain an intimate understanding of the Mercedes-Benz brand and immerse themselves in its interpretation of the best customer experience.

"Many carmakers are wondering how to attract the young, and our Mercedes me Santilun is the place designed for the young to enjoy their lifestyle," Duan said

"It is like an emotional bond (between us and the young). Here they don't feel the pressure from the salesmen as they may in other stores. But if they are interested in cars, our staff will of er them what they want to know and they can book test drives of models that are not available at other stores, including our S-class sport sedans."

Besides the brick-andmortar store, Duan said Mercedes me offers a host of mobility-related services, such as personalized financial services, repair and maintenance, as well as roadside assistance, through a single consolidated channel.

In fact, focusing on customers' lifestyles has been one of the most important parts of Mercedes-Benz's marketing events.

One example is the three-year-old Mercedes-Benz SUV Journey. Because many buy an SUV for their desire for adventure, every journey the automaker organizes features diverse geographical, cultural, historical and ethnic elements, ranging from a 1,200-kilometer traverse across Yunnan province in 2014, to the 1,800-km tour along the ancient Silk Road in 2015, and an extensive journey throughout Tibet this year.

Another popular event is the Mercedes-Benz C-Challenge. Since its inception in 2012, the four-year-old event has attracted over 35,000 C-Class enthusiasts, most of whom are young, energetic and self-motivated people who want to meet the challenges of speed and passion.

"Marketing is, in fact, a process of making customers accept and love your products," said Duan.

"It presents us with many challenges, but we'd love to accept those challenges so that we can fi nd out the essence of 'the best or nothing' lifestyle together with our customers."

All New E-Class L

Mercedes-Benz's focus on Chinese customers' lifestyle is reflected in its newly launched All New E-Class Long Wheelbase.

Made in and designed for China, the model allows customers to feel the power of intelligent technologies, said Duan.

He said the car's ability to observe, judge and think provides numerous active driving assistance and safety measures, marking another milestone on the way to autonomous driving.

He said the car establishes pioneering benchmarks for the industry in terms of design, assisted driving and connectivity, and is the most intelligent executive limousine in the world today.

"I believe the All New E-Class Long Wheelbase will join the backbone of society in its great achievements, and this backbone will become even more capable of creating a larger and broader pattern of brilliant success."

The interior of the model provides a high-tech and luxurious atmosphere, with a widescreen cockpit with two 31.2-centimeter displays as standard, giving a wide lateral view that is second to none in its segment.

The high-resolution digital instrument panel offers three dif erent styles: Classic, Sport and Progressive, while the new touch-control buttons in the steering wheel emulate a smartphone interface for added convenience.

"With such a model, we are more confident in the Chinese market and believe it marks another milestone for Mercedes-Benz in China," Duan said.

As of August, Mercedes-Benz sold 303,619 cars in 2016, in the Chinese market, with an increase of 32 percent year-on-year, and sustained consecutive growth for 42 months.

Contact the writers through gongzhengzheng@chinadaily.com.cn