Mercedes-Benz Korea is rolling out a range of lifestyle products beyond cars. Noting that cars are seen not just as a means of transportation but as a space to express individuality, the company aims to keep the link between customers and the brand even after a vehicle purchase.
According to the industry on the 26th, Benz Korea opened an "online collection store" on its official website on the 26th of the previous month and began selling accessories and collection products. The official online collection store is a new online purchase channel following the "Collection Shop" on the "KakaoTalk Gift" channel, where it became the first in the imported car industry to join in 2023, and was set up to enhance purchase convenience.
Benz Korea is selling steady-seller products such as model cars with strong sales, key cases and keyrings, umbrellas, and in-car air fresheners. A Benz Korea official said, "We plan to continue introducing differentiated products exclusive to the online collection store, including limited-edition model cars that can be purchased only there."
The company also plans to build an omni-channel that connects online and offline channels offering a wide range of products, increasing customer access and everyday opportunities to experience the brand.
Through 43 offline "Accessory & Collection Shops" nationwide located inside official service centers, Benz Korea offers lifestyle category products such as apparel, bags, hats, tumblers, and golf gear.
Since launching the "Accessory and Collection" business in 2015, Benz Korea has released more than 4,500 in-vehicle technical accessories and over 1,200 lifestyle collection products.
To provide a wide range of products that cover customers' overall lifestyles, Benz Korea has collaborated with global brands. A representative example is a premium stroller released with the German stroller brand Hartan, featuring automotive-grade materials and an ergonomic design that has proven durability and safety.
In addition, it worked with Hartmann and Horizn Studios to launch luggage featuring smooth-rolling wheels, diverse storage structures, and a luxury design infused with the Benz sensibility, and it continues to present golf wear goods and apparel every year in collaboration with TaylorMade. In 2023, it also released a world-first limited-edition collaboration iron set by Benz Korea and TaylorMade.
A Benz Korea official said, "We will continue to introduce attractive new products based on collaborations with various brands, while also strengthening the development of dedicated products for Korean customers."