Germany’s leading automaker Mercedes-Benz (Mercedes-Benz), famous for making luxury cars, has launched its ‘Retail of the Future’ (ROTF) platform. It will introduce a completely new approach to selling premium cars in the Indian market.
Mercedes-Benz will now sell the car directly to buyers in India. That is, they will not have to go to the dealer to buy the car. India has become the first CKD market and the fourth globally to implement Retail of the Future by Mercedes-Benz. CKD (Completely Knocked Down) would mean cars that are assembled at a local manufacturing plant.
Mercedes-Benz has announced that under the ROTF, its cars will have only one fixed price across the country, which will be uniform across the country. Also, customers will no longer have to pay any incidental charges for their purchases.
Whereas the company will provide its customers with direct access to the national stock of their preferred product. The company will also give the VIN number to the customer during the first time order booking.
Customers will be able to book cars directly through Mercedes’ new ROTF platform by paying a booking amount of ₹50,000. Booking amount will be refundable. Customers can book the car for 40 days by paying the booking amount and can opt for a test drive in the meantime. After which they can decide whether to buy the car or not.
The new ‘Direct to Customer’ model was first announced in June 2021. It has now been launched by Martin Schwenk, Managing Director & CEO, Mercedes-Benz India and Santosh Iyer, Vice President – Sales & Marketing.
Mercedes-Benz India has announced that with ROTF, it will retain ownership of the entire stock of cars. The brand will sell its stock with the help of appointed franchise partners and the invoice for the cars will be sent directly to the customers. The company has said that it will also be responsible for processing and fulfilling customer orders.
The company says it aims to give customers the “convenience and flexibility” to buy their premium cars through the new ROTF platform. Martin Schwenk, Managing Director and CEO, Mercedes-Benz India said, “Today, we are proud to introduce ROTF in India after successfully establishing a strong digital backbone, which is driving this significant transformation in our retail business.
ROTF is a unique customer centric business model that caters to the emerging trends of our clients, while empowering our franchise partners by mitigating their financial and operational risks in the market. ROTF Our quest towards creating customer excellence Because franchise partners will now compete just to deliver an excellent customer experience.”