Innovation fuels success of Mercedes-Benz

As the auto brand with the longest legacy, Mercedes-Benz has been filled with innovative ingenuity and passion over the past 130 years.

Today, this spirit of innovation has resulted in a rich variety of offerings, not just limited to the company's exciting product portfolio but, more importantly, including its unrivaled customer experiences, all of which were on display at the 2016 Chengdu Motor Show on Friday.

The German automaker was out in full force, with 36 stunning models under the spotlight, including a display of its new heavyweight model - the All New E-Class Long Wheelbase, which sits at the heart of the brand and is expected to change the competitive landscape in its segment.

Hot on the heels of the E-Class launch in late August, the inventor of the automobile not only delivered to Chinese customers one of its most innovative products, but also embraced the southwestern city as part of its Year of Innovation strategy.

"It is everything we mean when we say that 2016 is the 'Year of Innovation' for Mercedes-Benz in China," said Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co Ltd (BMBS).

"This is a market full of change and challenges. Only by better understanding our second home and our customers here can we provide them with products that exceed their expectations."

This time, Speeks did not have a chance to impress the audience with his widely discussed singing abilities in Mandarin, as he did at the E-Class L world premiere during the 2016 China Auto Show in April.

Instead, he made it clear that Mercedes-Benz was dedicated to pleasing its customers and fans by delivering both in-person and multichannel experiences.

"The car business is at heart a people business... Any successful company knows how important it is not just to be present, but to be fully engaged with a customer's journey," he said.

To this end, the company's "Mercedes me" sub-brand offers premium services through digital touch-points such as the me portal, as well as physical channels like the recently opened Mercedes me Sanlitun in Bgeijing.

The Mercedes me portal offers a host of mobility-related services, such as personalized financial services, through a single consolidated channel.

Accompanying this digital realm is Mercedes me Sanlitun, which offers an innovative lifestyle experience which lets consumers gain an intimate understanding of the Mercedes-Benz brand and immerse themselves in its interpretation of the best customer experience.

Impressive lineup

"Life doesn't stop when you step into our cars, and our service shouldn't stop when you step out," said Speeks. "It's about making your car as much a part of your life as your cellphone is today."

The car that most fully embodies this vision is the All New Mercedes-Benz E-Class Long Wheelbase, which offers a wealth of innovative features not only made in China but also designed for China.

In addition to the auto show debut of the All New E-Class Long Wheelbase E 200 L Sport Sedan and the E 300 L Exclusive Sedan variants, the Chengdu event also saw the premiere of the GLA SUV Brilliant Blue Edition and the B-Class Limited Edition.

The limited edition B-Class is pearlescent cirrus white with dramatic cranberry leather interior upholstery, and as the first locally produced limited edition model, the GLA Brilliant Blue Edition brings local consumers a distinctive option.

Also featuring heavily at the 2016 Chengdu Motor Show were the upgraded CLA Sport Sedan and SLC, and the C 200 4MATIC Coupe. These models reinforced the company's lineup of 18 all-new models, upgraded, special edition models or updated models.

"Undoubtedly, innovation in the area of customer experience cannot occur without a sound, high-quality network of dealers," said Li Hongpeng, senior executive vice-president at BMBS.

The company's joint efforts with dealers have resulted in a pilot digital showroom program, which will be rolled out over the next two years. It will expand dealer exhibitions by offering digitized product presentations and intuitive, immersive brand experiences.

As part of the program, a new test-drive service platform has been initiated at dealerships in Chengdu this week.

"The new platform breaks away from traditional in-store test-drive patterns. Instead, more flexible door-to-door and appointment-driven services will be offered to customers to enhance their satisfaction," Li said.

"Whether it's our products, our marketing or our customer experiences, we always explore new opportunities with a pioneering spirit," said Mao Jingbo, executive vice-president for smart and AMG sales operations at BMBS.

Living up to these words, smart also made a strong appearance, with the "smart x panda" taking center stage and the understated yet impactful smart for two greybuster edition enjoying its market launch.

Besides products, the company's marketing innovation has also been seen as a "smart" move.

"We have taken the lead in introducing an e-commerce platform as an entirely new sales channel in order to suit smart buyers' trendsetting consumer habits," said Mao.

Today, all models within the all new smart family are available for order on the Mercedes-Benz Tmall flagship store. And, of course, when enhancing customer experience through innovation, the role of personal experiences at dedicated dealerships can never be overlooked.

Due, in part, to the innovation offensive, in the first eight months of 2016, Mercedes-Benz and smart have delivered 303,619 cars into the hands of its customers, increasing 32 percent year on year.

"We are humbled by our customers' support, and know that the greater the figure, the greater the responsibility," Speeks said. "This number serves only as a reminder to ourselves that we need to work even harder to make sure that our customers stay delighted."

lifusheng@chinadaily.com.cn

(China Daily 09/03/2016 page12)