Trendz is a concept that will allow customers to experience the look and feel of Benz products such as SLS AMG Roadster anD dtm racing car.
Mercedes-Benz India, on Wednesday, inaugurated the Trendz concept store at the UB City mall. Trendz is a concept that will allow customers to experience the look and feel of Benz products.
On display was the newly-introduced SLS AMG Roadster, which was first showcased in the Auto Expo in New Delhi recently, and a DTM racing car. Trendz is also a place to register for the AMG Performance Driving Academy, which was launched in January.
“Today’s youth are highly demanding and we need to have something different for them,” said Debashis Mitra (director, sales and marketing, Mercedes-Benz India) after the inauguration. “The idea is to have a premium retail outlet where the customer is. That is the reason behind the Trendz concept.”
The performance driving academy at the Buddh International Circuit in Greater Noida, has met with tremendous response, Mitra said. “It will be held on two days every quarter. But before the launch, we had no idea that it would get such a good response. Looking at this, we can scale up the number of days,” he said, adding that by having such programmes; Mercedes-Benz is also trying to get synonymous as a brand that makes performance cars and not just luxury vehicles.
In another initiative, the German carmaker will have a C63 AMG car at every showroom so that every customer can experience it.
The company has recored a growth of about 30 per cent over 2010 and is targeting a substantial double digit growth this year. But there has been a change in buying trends and it is not just the big cities like Delhi, Mumbai or Bangalore that is seeing sales of premium and luxury cars.
Mitra said that the trend has been that Benz has been selling a lot of cars in the smaller cities also.
“Our strongest sales are in the West, North and followed by the South. But cities like Nashik, Karnal, Lucknow, Jaipur, Surat, Baroda, Bhubaneshwar, Vijayawada, Coimbatore and Calicut. In fact, Aurangabad has seen massive sales of Benz cars,” he said.
Replying to a question, he said the other problem automakers like Benz are facing is that of government policy.
“Now, there are talks that diesel vehicles will be taxed more. As a manufacturer, we invest a lot of time in developing technologies and we can’t change things overnight. There needs to be stability in direction of policies,” he stated.
Outlining future introductions from the Mercedez-Benz line-up, Mitra said: “The B Class should be out by the end of 2012, A Class in 2013 and the SUVs by 2014. By 2014-15, the entire line-up should be in India.”
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