Mercedes-Benz Korea said it will implement its direct sales model, "Retail of the Future (RoF)," starting on the 13th with 11 official partners nationwide.
RoF is a new vehicle sales model that lets customers experience the entire purchase process—from choosing a car to consultation, contract, and delivery—consistently both online and offline with the same prices nationwide and integrated inventory management. A Mercedes-Benz Korea official said it is to respond more quickly and individually to customer needs that are rapidly changing in the digital environment.
Starting at 1 p.m. on the day, Mercedes-Benz Korea will disclose prices and product information on its official online sales platform, the "Mercedes-Benz Store." The company said the "One & Best Price" is an optimal price set by comprehensively reflecting market conditions and customer demand. Customers can also review ongoing financial and special promotion benefits.
A Mercedes-Benz Korea official said, "We are observing market trends very closely, and prices are mainly calculated by considering sales conditions and each model series' lifecycle," adding, "The final transaction price includes the best possible terms from the first offer stage, which helps prevent existing benefits or promotions from being omitted."
The official added, "Customers can check vehicle information at the same optimal price anywhere nationwide, including online and offline, which reduces the time and burden spent on complicated price comparisons."
If there is a vehicle the customer wishes to purchase, the customer can pay a deposit and apply for a test drive through the "Mercedes-Benz Store" or an official showroom. After that, an assigned sales consultant will offer tailored consultations, including vehicle explanations and estimates. Key procedures such as drafting the contract before delivery, paying the balance, and checking new car preparation status will be systematically guided. This process will be delivered to customers via KakaoTalk messages.
Mercedes-Benz Korea expects that integrated inventory management will enable faster delivery of customers' desired vehicles. A Mercedes-Benz Korea official said, "Based on all vehicle inventories nationwide, customers can choose from a broader range of vehicles," adding, "Regional inventory situations will no longer be a limiting factor in choices." The "welcome gift" provided at delivery will also be offered under the same conditions and configuration at showrooms nationwide.
Mercedes-Benz Korea's 11 official partners nationwide will focus more on delivering brand experiences such as personalized consultations, test drives, vehicle delivery, and after-sales service. A Mercedes-Benz Korea official said, "Partners will receive commissions for vehicle sales, which will instead help them operate their businesses more stably and maintain performance without the burden of holding inventory or engaging in discount competition."
To mark the introduction of RoF, Mercedes-Benz Korea will unveil limited editions with highly preferred options applied to key models. The "RoF Edition" consists of the Mercedes-Benz E 200 AMG Line and the GLC 300 4MATIC AMG Line and coupe models. The E-Class will be limited to 1,000 units, and the GLC and GLC coupe will each be limited to 200 units. The company secured limited quantities in advance to minimize the wait time until delivery.
Also from the day through the 30th, a special promotion will be offered for models eligible for financial promotions—such as the E 200 AMG Line, GLE 450 4MATIC AMG Line, and C 200 Avantgarde—when using Mercedes-Benz Financial Services' "安心保障分割払い" (36-month plan).
Mercedes-Benz Korea CEO Mathias Vaitl said, "RoF is not just a change in sales method, but a strategic shift that sets a new standard throughout the entire process of how customers explore and purchase vehicles," adding, "Mercedes-Benz Korea will provide a more transparent and consistent customer experience through this and establish a new standard for new car sales."