Mercedes-Benz Centers Set New Standards in Showroom Architecture

Press Release

• The Mercedes-Benz Centers' unique range of products and services has measurably contributed to success at the point of sale
• Intensifying brand communication as part of the Retail Offensive Asia
• Brand gallery serves as a communication platform: reaching out to new target groups with attractive exhibitions

DaimlerChrysler is expanding the range of Mercedes Benz sales channels so that customers and potential buyers can more strongly experience the brand's full scope at the point of sale. The Mercedes-Benz Centers in particular offer a unique range of products and services throughout Europe, and their customer-oriented approach is setting new standards. "Because of Europe's rapidly changing automotive sales landscape, brand communication is becoming more and more important," says Dr. Joachim Schmidt, Executive Vice President Mercedes Car Group, responsible for Sales and Marketing. "The Mercedes-Benz Centers allow our customers to experience the brand in a special way. Our aim is to create a fascinating brand environment that does not only display our company's products and philosophy, but also promotes the dialogue with customers and potential buyers."

Mercedes-Benz Centers have a tremendous appeal within their regions

The so-called Metropolitan Concept will initially focus on major European cities. Most of the centers are based in frequently visited inner-city locations and their appealing overall design is setting new standards in showroom architecture. Because of their central location and eye-catching architecture, Mercedes-Benz Centers are also ideally suited for use as event venues. By turning the centers into magnets within their respective metropolitan areas, this concept creates superb conditions for ensuring the very best in customer service.

Following the successful launch of the Mercedes-Benz Center in Berlin in the summer of 2000, a second center was opened in Munich in June 2003. Additional German centers are currently under construction in Stuttgart and Cologne. Mercedes-Benz will be continuing its brand offensive in the coming years by opening further centers in Milan, Paris and London.

The experience gained at the Mercedes-Benz Centers in Berlin and Munich has shown that they have a great appeal for people in their region, and this also benefits the neighboring dealerships. Visitors spend approximately one hour in the centers on average, which is about twice as long as visitors spend in conventional showrooms.

After the successful launch of the Mercedes-Benz Centers in Europe, DaimlerChrysler will also be intensifying the communication of the premium brand Mercedes-Benz in the rapidly growing markets of North and Southeast Asia. As part of the "Retail Offensive Asia," Brand Centers in Singapore and Beijing are being planned by local dealers in close consultation with Mercedes-Benz.

Brand gallery sets new standards in showroom architecture

The most recognizable feature of the new Mercedes-Benz Center architecture is the so-called brand gallery. In addition to its architectural appeal, this feature is meant to create opportunities for temporary exhibitions of brand-related topics such as motor sports, brand heritage, safety, innovation, technology and design, which are meant to attract new customer groups. The exhibitions are centrally planned and organized in line with the integrated communication concept. As a result, the brand galleries meet two of the most important customer and visitor demands: information and excitement provided in a balanced mixture at the point of sale.

Pilot projects in Munich and Berlin have shown that substantial increases in visitor figures can especially be achieved with attractive exhibitions. In addition, the brand galleries serve as important communication platforms where customers and potential buyers can be brought into contact with "mobility topics."