Mercedes-Benz Korea said it held a signing ceremony on the 25th at the Shilla Seoul hotel with 11 authorized dealers to support the rollout of a new vehicle sales model, “Retail of the Future” (RoF). The company said RoF will be officially implemented April 13.
Under RoF, Mercedes-Benz Korea will integrate vehicle pricing and inventory management that previously differed by dealer. Customers will be able to buy vehicles at a single company-set price at any authorized showroom nationwide, without negotiating, and check nationwide inventory in real time, the company said.
The company said a standardized sales process spanning online and offline channels is intended to provide the same level of customer experience nationwide.
Mercedes-Benz Korea and the 11 dealers said they have worked since 2023 to prepare for RoF, including building systems, stabilizing operations, training dealers and establishing on-site processes. They said they plan to continue close cooperation to ensure the new model takes hold.
“RoF is a strategic decision to ensure customers can enjoy a consistent and trustworthy purchase experience, wherever and whenever, that matches the brand,” Mercedes-Benz Korea CEO Matthias Geitl said. He said it was meaningful to be able to introduce the new sales model in April based on close discussions with the 11 dealers over the past three years, with shared goals of improving customer experience and satisfaction and pursuing mutual growth.
Starting April 13, customers will be able to check vehicle prices and information on the official Mercedes-Benz website, choose an authorized showroom nationwide, and proceed with detailed purchase consultations and test drives, the company said.
Mercedes-Benz Korea and its dealers also agreed to continue the social contribution activities they have jointly carried out over the past 12 years after RoF is introduced.
Mercedes-Benz Korea said it launched the “Mercedes-Benz Social Contribution Committee” in 2014 with its local affiliates and the 11 authorized dealers and has carried out various social contribution programs aimed at growing together with Korean society.
* This article has been translated by AI.
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