Monday, March 25, 2013
By Manoj Kumawat
Mercedes Benz to launch four new cars, to target tier 2 & tier 3 cities
It is BMW and Audi India that are currently leading the Indian luxury space of the Indian car bazaar. With BMW 3 Series and BMW X1 getting some huge numbers, Audi A6, Audi Q3 are also no behind. But amidst this race between two Germans, another German car maker Mercedes Benz has suffered a lot. Now it has decided to fight back with full force. Recently the car maker has opened a new showroom and service space in Gujarat and hopes to expand its presence in other parts of the country this year. Apart from this the car company will also be coming up with four new Mercedes Benz cars in India. As per the new sales strategy, the company will now also focus tier II and tier III cities as well.
Currently, the car giant has presence in over 33 cities with over 59 outlets. Being on the third pedestal in the luxury car sales in India, Mercedes has sold over 7100 cars in 2012 with almost no growth as compared to 2011. Though this is alarming as there is little growth in the sales of cars from 2011 to 2012 and thus in an attempt to boost sales, the car giant will be opening up six new such sales, spare, service outlets in 2013. Now it is no doubt that apart from targeting big metros, Mercedes Benz will be expanding to tier II cities and if needed tier III cities as well. This is a major move by a luxury car maker as only hatchback and entry level car makers follow this approach and even down to it.
Presently, Mercedes Benz has cars ranging from Rs 25 lakh to Rs 1.1 crore. The entry level Mercedes Benz car is Mercedes Benz B Class. In future, Mercedes Benz A Class will be the most affordable luxury car in India. Thus by bringing a car under Rs 25 lakh space will certainly give an edge to the car maker in getting the desired numbers. However, the recent rise in duty on luxury cars will be denting some of the future plans of any of the car makers.