Strategy of Mercedes Benz in India

Topics: Mercedes-Benz, BMW, Automotive industry Pages: 3 (1085 words) Published: January 16, 2014

Market Strategy Merc India
Mercedes-Benz India has evolved a four-pronged strategy towards passenger cars this year as it transfers its truck and bus business under Daimler India Commercial Vehicles (DICV). The company had been selling buses — inter and intra city and Actros mining trucks — in the India market, which would now fall under DICV portfolio. Project as performance oriented brand by introducing new models. Mercedes-Benz plans to launch eight new products this year, invest in dealer network, improve overall ownership cost and double production at the Chakan plant. Going forward, Chakan will be for passenger cars and Chennai will be for trucks and buses. More sales outlets,
with the A-Class clocking in 400 bookings since its launch earlier in May 2013. Starting with the launch of G63, Merc plans to drive in its much-awaited premium hatchback A-class in diesel and petrol variants by end-2013. Other launches are the new GL in May 2014 and the B-class diesel variant around the same time. Mercedes-Benz is doubling its production capacity from 10,000 units to 20,000 at Chakan by end of year 2013 to make space for the new models. Moreover, the company is looking at localisation in a big way to improve ownership cost to the customers. Mercedes-Benz assembles models like S-class, E-class, C-class and M-class at its plant with localisation ranging from 10% to 60% over various mentioned models. Pushes for pre-owned cars. According to an estimate, the domestic used car market is 1.3 times the new car market. The pre-owned segment is largely unstructured in India and with new financing options, customers could upgrade to newer models at ease by returning used cars. Try to shred the old-man image associated with the brand.

Bank upon the Modular Front Architecture platform to woo buyers.

Marketing Strategy Audi India
Positioning in Luxury not as broad, but micro segment of luxury entry which will be having highest growth among all segment. All standard...
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