Mercedes goes online

Mercedes-Benz believes that 25 per cent of its new and used vehicles sales will be completed online by 2022. "In digital, we want to offer even more in the future and a different experience, and we are aiming to offer this in a seamless way," Mercedes global sales boss, Britta Seeger said. "In order to drive this journey, this is a huge effort that we together with our dealers have to undertake." Mercedes is working with its dealers to develop new platforms to engage customers, some of whom might not be the typical Mercedes-Benz buyer. Seeger described Mercedes Me stores that have opened around the globe in places such as busy urban districts and airports. The company also has operated pop-up shops for short periods of time. "The customer or prospect or just somebody who wants to drop by is taken into a Mercedes world without a feeling of Autohaus," she said. "This is very much appreciated. We have excellent results from the customers. They just love to come." Mercedes also is entering electric racing series Formula E. "This is important," Seeger said. "We want to go where the customer is." Mercedes will continue to build on the strengths of its core business, she said. The brand just completed its second straight year of leadership in luxury sales both globally and in the U.S. market.  "We truly believe this is a huge chance for us," Seeger said. "We have to be fast. We have to have the right mindset."