From 5000 to 13,500 – The 5-Year Growth Card of Mercedes India

Jun 27, 2018
From 5000 to 13,500 – The 5-Year Growth Card of Mercedes India

Mercedes has posted that in Calendar year 2015, it has managed to move 13,502 pieces of fine German engineering from the showrooms to the users' parking lots. This is a jump of 32% when compared to the previous year's sale (which was 10,201 units). This is the highest sales achieved by Mercedes in India in its history.

Mercedes has been on a strong growth path in India by posting increased sales for last three successive years (13%, 26% and 32%, respectively) and riding the wave of success, the company is optimistic that the year 2016 will bring more sales, for which the company has charted grand plans for India this year.

The last year saw the introduction of GLA, CLA and the Mercedes Maybach S500 to its local production line, and also witnessed the production capacity being doubled to become the largest Luxury car manufacturer in India. This year also saw the introduction of AMG performance centers in Hyderabad and Pune, and the introduction of a smattering of AMG powered models.

The sales assault was spearheaded by the SUVs (GLA, GLE and GL-class) which grew 100%, followed by the exclusive AMG and Dream car portfolio, which grew by 54%. The sedans also posted strong growth by surpassing the previous year's sale by 42%. The stellar performer among these was the C class, which registered a growth of 90% and dethroned the E class from the throne of the best seller in the portfolio.

In 2016, the company is planning to introduce 12 NEW MODELS and is poised to inaugurate 10 new showrooms across India. The company also plans to FOCUS more on tire II and tire III cities by introducing innovative marketing strategies for further penetration of the luxury brand in India.

"Our unsurpassed product drive and the network expansion, supported by our comprehensive service and financial programs, catapulted our growth despite unfavorable market conditions and a slowing economy," Mercedes-Benz India Managing Director & CEO Roland Folger said.

The sales of the marquee was also buoyed due to the fact that the studies indicate that the average age of the luxury car buyer in India is now in the high 30s and the average age of a Mercedes owner is also down to the same quadrant. The recent facelifts and the introduction of 'Sensual Purity' design language have brought a breath of fresh air to the Mercedes Design and it is no more considered as stiff or middle aged, as with the past models.

With this new design approach, Mercedes delivered a strong visual impact, which was lacking in the older models, and this coupled with the impeccable engineering and unmatched luxury, has brought back the brand to the focus of the luxury car clientele. As a testimony to this, the trade-in showed a strong growth of 112% and the customer retention percentage was also strong. Mercedes certified Pre Owned car sales also saw a growth of 109%. Another arm of Mercedes which saw a growth was the in-house Finance services (MBFS), which showed a healthy growth of 65% in customer acquisitions. MBFS played a key role in the growth of the company and one of the every three Mercedes sold was with MBFS support and finance offers, and every other car sold by Mercedes was with Mercedes-Benz insurance.

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