Mercedes-Benz is conquering Asia. After becoming the best-selling foreign brand in Japan, the Germans decided to open the first Mercedes me Store in Asia, which is third worldwide.
Shortly after the opening of the stores in Milan in May 2015 and Hamburg in June 2014, Mercedes-Benz store chain is expanding to Asia. First Asian interactive center has opened today in Japan. Customers can get information regarding the vehicle range from automatic machines, by using interactive digital technology, or from the store personnel.
And since the Japanese are known for a classy conservative style, they also have the opportunity to purchase the items in the “Collection Shop”, which includes stylish fashion and lifestyle ideas, as well as travel equipment, so useful in the area the store is located: the HANEDA International Airport, Terminal 2.
Besides cars and accessories, the store also offers a relaxing and informal atmosphere to those who step in: a lounge and a bistro top off the all-in-one brand experience.
“The Mercedes me Stores are designed to appeal to both young and new customers”, says Ola Källenius, Member of the Board of Management of Daimler AG, responsible for Mercedes-Benz Cars Marketing & Sales. “The opening of the Mercedes me Store in Tokyo marks the debut of this new sales format in Asia”, he explains.
More Mercedes me stores are set to open this year in metropolises like Moscow, Hong Kong and Beijing. The campaign is part of the Mercedes-Benz 2020 growth strategy. The aim of the Stuttgart grand brand is to appeal to new, modern target groups, while, at the same time, they want to bring loyal customers even closer to the brand.
Besides the Mercedes me Stores, the company is taking a flexible multi-channel approach, complementing the services offered by the traditional Mercedes-Benz dealerships. Therefore, temporary pop-up formats, online stores, and new job profiles such as mobile sales staff are intended to appeal to customers and interested people in their personal environment.