USA – Mercedes dealers allotted USD 2,500 to “take care” of S Class owners

Anjan

Anjan Ravi, I'm a true-blooded petrolhead. Hope you enjoy our news stories, launch coverages, motorshow coverages and test drive reports.

In the 2013 J.D. Power and Associates Customer Service Index Study, which measures satisfaction with dealership service operations, Mercedes-Benz USA faired poorly. It ranked ninth among 11 luxury brands, far behind its German competition.

As a result, when Mercedes USA launched the 2014 S Class this September, a new customer program called MB Select was launched alongside.

2014 Mercedes S Class USA
The MB Select program is currently rolled out for S Class and CLA Class owners.

In this program, the company is providing its dealers about USD 2,500 (INR 1.54 lakhs) to “please” each buyer of the new S Class. Apart from offering its customers value-added benefits such as free dinners, the program sees dealership personnel service/repair the car without factory pre-approval and sometimes even for free!

Steve Cannon, CEO Mercedes-Benz USA, said that the dealer would remove small scratches and dents caused by minor incidents without charging the customer.

He shared a couple of instances where owners of the new S Class were happy to be treated like royalty. An owner, whose S Class had to have a software restore, was given a gift card for the “best restaurant in town”. Cannon said that this problem shouldn’t have occurred in the first place, and that the customer was so delighted on the way it was handled that be bought an SL the next day.

Mercedes CLA
A large portion of CLA owners have shifted from rival brands, especially BMW, Mercedes say.

Another customer couldn’t fit his designer sunglasses in the S Class’ visor compartment. So the dealership bought him a pair of Ray-Bans that would.

Needless to say, the MB Select initiative could cost Mercedes several million dollars. However, the big picture is that the brand could retain its customers, and better still, get new customers from rival brands. The company reveals that a large percentage of the CLA customers shifted from BMW. Therefore, dealers are allotted USD 1,000 (INR 61,000) per CLA customer to “take care of them”.

Mercedes India recently announced that prospective AMG customers would be flown in helicopters to its Chakan plant. Are we seeing a similar MB Select in the making here in India?

[Source – Autonews.com]

Contribute to IAB
Submit Spyshots & get Bragging rights! Click Here
Custom Mods on your ride? Get it featured on IAB Submit

Mercedes S Class News & Updates

2017 Mercedes S-Class vs. 2013 Mercedes S-Class front three quarters

2017 Mercedes S-Class vs. 2013 Mercedes S-Class – Old vs. New

Mercedes S Class Connoisseur's Edition front quarter launched

Mercedes S-Class Connoisseur’s Edition launched at INR 1.21 crores

2017 Mercedes S-Class (facelift) front fascia

2017 Mercedes S-Class leaked ahead of its debut this month

2017 Mercedes S-Class (facelift) silver interior spy shot

2017 Mercedes S-Class’ interior spotted in German town

2017 Mercedes S-Class (facelift) black headlamp and rear spy shots

2017 Mercedes S-Class’ MULTIBEAM LED headlight revealed

Mercedes S Class Cabriolet front quarter launched

Mercedes C-Class Cabriolet & Mercedes S-Class Cabriolet launched in India