Mercedes-Benz Korea said on the 15th that it officially launched a new membership program, "Mercedes-Benz Circle," to strengthen customers' brand experience. The program expands the post-purchase customer experience into broader areas such as travel, gastronomy, and lifestyle, and curates benefits tailored to customers' lifestyles and tastes in each area.
Based on a mileage accumulation system tied to the vehicle purchase amount, a five-tier membership system has been newly introduced. Customer tiers are divided into five levels by cumulative mileage: ▲ Friends ▲ Opallite White ▲ Hightech Silver ▲ Kalahari Gold ▲ Night Black. From the Opallite White tier granted to vehicle purchasers, members can access differentiated benefits and programs.
Mercedes-Benz Circle operates with three types of benefits available to vehicle purchasers: common benefits, tier-based ongoing benefits, and premium benefits. Common benefits include discounts at hotels and coffee and dining brands. By tier, members can choose the benefits they want from various programs, including hotel and premium brand perks, brand events, and membership test drives.
Lee Sang-kook, executive vice president overseeing digital, marketing, and communications at Mercedes-Benz Korea, said, "Mercedes-Benz Circle is a membership program introduced to provide a differentiated brand experience for new-car customers," adding, "We will continue to roll out more diverse and distinctive programs and benefits for customers."