The online shopping revolution that has won over consumers around the world has made its way to the automotive industry, with Mercedes-Benz becoming the latest brand to commit to an online sales platform for their vehicle.

Mercedes-Benz Australia has announced that their first electric vehicle, the EQC, will be sold online, meaning customers will be able to purchase the vehicle directly through Mercedes-Benz rather than a franchise dealer.

The online sales model will be made exclusive to Mercedes-Benz’s electric vehicles, which includes the EQC as well as six other electric models due by 2023.

This means dealerships will instead focus on marketing and servicing of the vehicles rather than selling stock and battling to offer the best prices, with Mercedes-Benz labelling them as EQC delivery agents.

Dealers will still be provided with demo cars to for potential buyers to view and test drive, however, customers will be directed to a digital showroom once they decide to purchase the vehicle. From there, customers can build their car as they see fit and have it built and shipped from Germany.

The move to online sales will also take away haggling over prices, with a fixed price offered irrespective of where you are located.

Mercedes-Benz Australia have said that while not everyone is happy with the changing landscape of sales, it is a necessary move.

“A purely online channel is not a replacement for the relationship a customer and dealer can have,” said Mercedes-Benz Australia managing director Horst von Sanden.

“But in this day and age we have to have an option for those who want to do the whole transaction online.”

Nine Mercedes-Benz dealership have already signed-up to become EQC delivery agents, with additional dealers yet to come to terms with the online concept.

“The nine EQ agents we have chosen to launch the EQC will focus even more strongly on conveying the emotions of the brand.

“We consider the new business model to be an opportunity for our authorised retailers to be able to help shape the future challenges within the automotive industry. It will allow us to offer our customers an improved experience and gives us the possibility to better recognise the customer’s needs and respond faster to them.”

Online sales of the EQC will officially launch on 9 December 2019.

Original source: Caradvice | Mercedes-Benz launches direct-to-buyer EQC sales model

4 Dec 2019