Though the Indian auto market has been suffering from an overall slowdown in the year 2011, Mercedes Benz India has been able to reverse this trend. The leading global car maker has been able to register a significant growth to the tune of 30% in 2011 as compared to the previous year. In the period between January and December 2011, the company has been able to register sales of 7,430 units, as compared to 5,819 units of sales it registered in the same period of 2010. The leading brands that have contributed to the growth that Mercedes Benz has achieved in the Indian auto market have been its two leading sedans, the E-Class and the latest C-Class. As India’s SUV segment has been witnessing an increasing demand, the portfolio of SUV from Mercedes Benz has been able to connect with the Indian customers, which is exhibited by the strong showing of its GL-Class and M-Class. High performance cars in the CBU category have also achieved considerable growth with respect to 2010.
The SLS AMG (priced at Rs.2.5 crore), the G55 AMG (priced at Rs.1.1 crore), the latest SLK 350 and the E-Class Cabriolet have all registered very strong sales. This has been able to confirm the fact that there is a significantly high demand for sports cars that come out from the stables of Mercedes Benz. This also reflects that sports cars as a brand are also finding a high degree of preference amongst the Indian customers. Mercedes Benz was also able to capitalize on the first Formula I race that took place recently in India. Its initiatives during this race has entrenched in the minds of Indian customers that the brand in itself is sporty by nature. It significantly compliments the tag of luxury that has also become synonymous with the Mercedes Benz brand. Commenting on the success of Mercedes Benz India in the year 2011, its CEO and MD, Peter Honegg said that the varied product range that the auto maker possesses along with the pioneering initiatives including the Star Lease, Star Lounge, Performance Driving Academy along with the collaboration that the company has made with Art and Fashion worlds has been able to help the company significantly. These efforts have given the auto maker capability to reach out to new and varied customer segments. The car maker has been able to reach out to 29 cities across the country, in which it has been able to establish 61 touch points. With the warranty of three years that the auto maker provides on its luxury cars, it has been able to endear itself to the Indian customers. The company’s Marketing and Sales Director, Debasish Mitra has said that the excellent growth that Mercedes Benz has been able to register in the Indian auto market bears testimony to the fact that the company is able to provide its customers with rich value and not offer those cars that they could be discontented with.
The Mercedes Benz cars are targetted at those customers that have been successful in life and would be investing the money that they have worked hard to earn, for securing these branded cars. Hence, it is expected that such consumers are not going to make any compromise on performance and luxury aspects. Mitra assured that the auto maker will be continuously putting its best efforts to keep exciting its customers with newer product offerings along with further creative initiatives in the year 2012. He also added that the car maker is committed to bringing a motor sports culture into the country and hence is going to take the lead step in promoting Performance Driving here in India. Mercedes Benz India has officially tied up with the Buddh International Circuit where it is going to introduce the First Academy of Performance Driving in India. Assistance to complete this task is going to be taken from the car maker’s AMG Division that has its headquarters in Affalterbach. Mitra is expecting that former drivers of race cars are going to grace the inauguration function of this academy. The growth of Mercedes Benz is going to continue its rise in the upcoming years, said Peter Honegg. The company has a serious commitment towards the Indian auto market and to all its customers within the country. Exhibiting this commitment, the company is also is setting up a fully modern production plant in India. The car maker is also looking to expand to newer markets within the country with a range of exciting and new products.
