TheNFAPost Podcast
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  • The new campaign aims at reviving consumer interest by unlocking new journeys with Mercedes-Benz and bring back the experience and leisure of luxury motoring for aspiring customers
  • The campaign inspires customers to new beginnings, unlock their aspirations, and realize their desire to own their cherished Mercedes
  • With ‘Unlock with Mercedes-Benz’ Mercedes-Benz India underlines its return to print and television genre  
  • The brand’s ‘Digital First’ approach however remains to be a key driver in its overall communication on key digital and Social Media platforms, going forward  
  • ‘Unlock with Mercedes-Benz’ is an integrated and holistic marketing campaign developed by Mercedes-Benz India’s creative partners- Publicis Emil and media partners OMD India-team AMQ
  • The campaign hits the market from first week of September and will span across upcoming IPL promotions, Television, Print, Digital and Social media space
  • ‘Unlock with Mercedes-Benz’ will also be the biggest campaign investment planned post Auto Expo by Mercedes-Benz India  
  • Mercedes-Benz India has seamlessly integrated its online sales platform under ‘Merc From Home’ across dealer partners and has been witnessing encouraging response for its ‘Online Concierge’ across markets | Online sales comprised close to 15% of total sales   
  • ‘Unlock with Mercedes-Benz’ offers some of the most customized financial solutions for owning a Mercedes-Benz under the ‘agility offer, with easy EMI and comprehensive cost of ownership options:
    • C-Class: EMI starting 39,999 | ROI @ 7.99% | New Star in 3 years | Complimentary first year insurance
    • E-Class: EMI starting 49,999 | ROI @ 7.99% | New Star in 3 years | Complimentary first year insurance
    • GLC: EMI starting 44,444 | ROI @ 7.99% | New Star in 3 years | Complimentary first year insurance

Mumabi, NFAPost: India’s largest luxury car manufacturer Mercedes-Benz continued to excite the market by launching a unique customer campaign named, ‘Unlock New Journeys with Mercedes-Benz’.

This new campaign aims at connecting with the customer sentiments and inspiring them to unlock themselves, explore new journeys, new experiences and recreate the moments of excitement of owning a new Mercedes-Benz. It has been rolled-out across markets starting first week of September and will last until the festive period.

Starting the campaign, Mercedes-Benz India MD & CEO Martin Schwenk said customers are at the centre of all our activities and it remains our endeavour to listen to their wishes and aspirations and keep them excited with its products and brand offerings.

“The essence of the ‘Unlock with Mercedes-Benz’ campaign is to revive the customer sentiment by inspiring them to unlock their desires, aspirations and their dreams; enabling them to undertake new journeys, new roads and discover new adventures with a Mercedes. We introduce this campaign with the aim of unlocking these aspects of a customers’ aspiration, which they have been missing out,” said Mercedes-Benz India MD & CEO Martin Schwenk.

Mercedes-Benz India MD & CEO Martin Schwenk said the campaign will assist customers with financial and ownership solutions as well, which have been curated specifically to ‘Unlock’ the desires and aspirations.

Aspiring customers

“We are confident the campaign has compelling choices for aspiring customers to drive home a select range of Mercedes-Benz models this festive season,” said Mercedes-Benz India MD & CEO Martin Schwenk.

“As markets gradually unlock with the onset of the festive season, this is also the time when customers want to celebrate and we are optimistic this in-turn will drive market sentiments. At Mercedes-Benz India, we are unlocking across markets, following all the social distancing protocols and adhering to all safety and sanitization measures.

Mercedes-Benz India MD & CEO Martin Schwenk said the company is confident ‘Unlock with Mercedes-Benz’ will enable the aspirants to pursue their aspirations and unlock their dream of owning a Mercedes.

“Mercedes-Benz remains the most luxurious, safe, laden with intuitive and connected technology. With ‘Unlock with Mercedes-Benz’ a Mercedes remains the next best place away from home,” said Mercedes-Benz India MD & CEO Martin Schwenk.

Some customer benefits associated with ‘Unlock with Mercedes-Benz’:  

C-Class: EMI starting 39,999 | ROI @ 7.99% | New Star in 3 years | Complimentary first year insurance

E-Class: EMI starting 49,999 | ROI @ 7.99% | New Star in 3 years | Complimentary first year insurance

GLC: EMI starting 44,444 | ROI @ 7.99% | New Star in 3 years | Complimentary first year insurance

Key connected safety features for customers 24X7

Breakdown Management: If a driver has a vehicle issue mid-trip, a button on the overhead control unit will connect him/her to a Roadside Assistance agent. The vehicle’s exact location and status will be transmitted to the agent, who will then dispatch Roadside Assistance. Information from the driver and from the vehicle’s diagnostics technology will allow the service agent(s) to arrive at the correct location fully prepared to either repair or tow the vehicle.

Emergency Call Services: The Mercedes-Benz Emergency Response Centre, operated by Bosch, can be reached either (1) by pressing the “SOS” button in the vehicle, or (2) automatically, when the vehicle’s collision sensors have detected a serious accident. In both cases, vehicle data – e.g. location, direction of travel and number of passengers, etc. – is transferred to Bosch, allowing Response Centre agents to quickly and efficiently help the customer. Rescue measures are initiated immediately after an accident to expedite the deployment of Roadside Assistance and to allow injured drivers/passengers to be treated as quickly as possible.

Information Call and me Call Services: With the touch of a button in the vehicle, any general or Mercedes me connect-related inquiries may be directed to the Mercedes-Benz Customer Assistance Centre.

Mercedes me connect-capable vehicles will be equipped with either a “me call” button or an iCall and Wrench button. These call buttons will route the driver to the appropriate call centre, whether it’s Roadside Assistance or Mmc Support.

Mercedes-Benz India, which celebrated its 25th anniversary in India in 2019, pioneered the luxury car market in the country. Set up in 2009, Mercedes-Benz India’s world-class production facility is spread over 100 acres in Chaka near Pune. Since June 2015, Mercedes-Benz India also commenced production from its new expanded production facility located in the same premises.

Mercedes-Benz India is part of Mercedes-Benz’s Global Production Network and plays an important role in the CKD/MVP production network in Brazil, Indonesia, Malaysia, Thailand and Vietnam. At these locations, Mercedes-Benz produces vehicles in various extension levels for domestic markets. The production facility carries an investment of more than INR 2,200 crores and has the largest installed production capacity for any luxury carmaker in India. Mercedes-Benz India also has the largest network spread amongst any luxury carmaker, with presence in 48 Indian cities with close to 100outlets.

Retail network

Through the exclusive AMG Performance Centers located in six cities including New Delhi, Mumbai, Hyderabad, Bangalore, Kochi, and Pune, the AMG performance sub-brand of Mercedes-Benz also boasts of a strong retail network presence in the country. October 2019 also marked the introduction of Mercedes me connect and e-Commerce platform, the new digital initiatives for the best customers experience in India.

Mercedes-Benz India now boast of the entire portfolio having ‘connected cars’. Mercedes-Benz India is the first Indian carmaker to rollout a BS VI vehicle (S 350d) ‘Made in India, for India’ in January 2018.

Mercedes-Benz India product portfolio comprises the locally produced Mercedes Maybach S 560, S-Class, E-Class Long Wheelbase, CLA, C-Class and the GLA, GLC, GLC Coupé, long wheelbase GLE G350d and GLS luxury SUVs. Completely Built imported cars portfolio includes the V-Class Marco Polo, CLS, C-Class Cabriolet, the G 350d and the exciting AMG range.

‘Restless for Tomorrow’ is Mercedes-Benz India’s mantra for 2020. Today’s Indians are increasingly redefining themselves. This generation is not defined by age; restlessness is a state of mind, not a date of birth. They are restless and so is our brand. Mercedes-Benz India also took a firm step towards Electro-mobility with the launch of ‘EQ’ brand in India in January 2020.

Mercedes-Benz launched the AMG GT 63S 4MATIC+ 4 Door Coupé and the V-Class Marco Polo and also unveiled the New Mercedes-AMG A 35 4MATIC and the New GLA SUV at the 15th Auto Expo. The GLC Coupé was launched in March, which was also Mercedes-Benz India’s 10th CKD product in India. Mercedes-AMG also strengthened its portfolio in India with the launch of the AMG C 63 Coupe and the AMG GT R in May-2020. Mercedes-Benz strengthened its SUV portfolio with the launch of 2 news variants of the GLE and also that of the 3rd generation new GLS.

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