Mercedes-Benz said on the 2nd it will implement a new sales method, "Retail of the Future," in Korea starting on the 13th. The core of the system is to integrate inventory and pricing structures that had differed by dealer so customers can buy vehicles under the same conditions anywhere in the country.
The biggest changes in the new sales method are price transparency and integrated inventory management. Previously, each dealer held its own inventory and set prices, so available vehicles and purchase terms differed by store. But once the new system is introduced, customers will be able to check all vehicle inventory nationwide and purchase at the same price set by Mercedes-Benz Korea, without having to visit multiple stores to haggle.
Some have raised concerns that if price competition among dealers decreases and a fixed-price system is introduced, discounts for customers could disappear. In response, a Mercedes-Benz official said, "The head office will manage the discount policies that had been left to dealer discretion," adding, "We will present optimal pricing in line with vehicle supply conditions; this does not mean discounts themselves will disappear."
With the new system, dealers will focus on customer service centered on each offline showroom hub. The dealer's role will shift from price negotiation to that of a "customer experience manager" who connects customers and Mercedes-Benz and provides tailored services.
Currently, when importer Mercedes-Benz Korea brings vehicles into the country, 11 dealers buy them in bulk at wholesale and then sell to customers. However, once the new sales method is introduced, dealers are expected to broker sales of vehicles owned by the importer and switch to a structure in which they receive commissions accordingly.
Starting on the 13th, when Retail of the Future goes into effect, customers can check vehicle prices and information on the official Mercedes-Benz website and choose an official showroom anywhere in the country to receive detailed purchase consultations and test drives.
Mercedes-Benz has already introduced this sales method in various countries, including Germany, the United Kingdom, and Sweden. In markets where it was introduced earlier, customer satisfaction, price transparency, and service consistency have all been evaluated as improved.
A Mercedes-Benz Korea official said, "The new vehicle sales method will contribute to enhancing brand trust and improving customer experience in the mid to long term," adding, "Together with our dealers, we will continue the social contribution activities and co-growth efforts we have carried out over the past 12 years."