Shirin Emira, president and CEO of Mercedes-Benz Korea, said she will deliver a better experience to customers through Retail of the Future (RoF), a newly introduced direct car sales system. She said of the drop in sales after introducing the direct sales model, "Change takes time. We will focus on clearly explaining the purpose of the rollout to customers and earning their trust."
On the 19th, at The Hanok Heritage in Yeongwol, Gangwon, Emira held the Korea launch event for the new Mercedes-Benz S-Class and said, "Customers must be at the center of everything we do, and customer experience is the most important."
She said, "When Benz Korea introduced RoF, a direct sales method, in April, it was to deliver an amazing experience to all customers in Korea," adding, "Based on one price and integrated inventory, we will ensure customers have a consistent experience."
RoF differs from the conventional dealer consignment sales model in that Benz Korea, the importer, directly manages inventory and pricing. Based on the same prices and inventory status nationwide, the entire purchase process—from model selection to consultation, contract, and delivery—can be completed online and offline.
However, since RoF was introduced in April, Benz Korea's sales have totaled 17,873 units, down 18.1% from the same period last year. Emira said, "The process of change inevitably takes time," adding, "We are focusing on clearly explaining to customers and partners why we are changing and earning their trust."
Emira said, "Once we complete the transformation successfully, we expect to deliver a truly satisfying and successful experience," adding, "Customers will trust our business model and enjoy the journey of a genuine customer experience."
On the Korean market, she said, "We see it not just as large in scale but as a strategically important market," adding, "As new trends and innovations emerge, we will listen to what Korean customers expect from us and convey that well to headquarters."
Regarding the new S-Class unveiled that day, Emira said, "When Korea's imported car market opened in 1987, 10 units of the S-Class entered, and more than 100,000 have been delivered to date," adding, "I am confident the new S-Class, like the previous model, will earn much love and trust from Korean customers."
She added, "The new S-Class has undergone the most extensive updates within a single generation," saying, "It thinks faster, responds more intelligently, is more comfortable, and is more intuitive, so I can confidently say it is the most complete car Mercedes has presented in every aspect."