Mercedes-Benz India

Mercedes-Benz India Pvt Ltd

Type	Subsidiary
Industry	Automotive
Founded	1994
Headquarters	Pune, Maharashtra, India
Key people	Roland Folger
Products	Luxury Vehicles Commercial Vehicles
Parent	Daimler AG
Website	mercedes-benz.co.in

^[1]Mercedes-Benz India Pvt Ltd is a wholly owned subsidiary of the German Daimler AG founded in 1994, with headquarters in Pune, Maharashtra, India.

History

Daimler entered the Indian market and established Mercedes-Benz India Ltd in 1994. The company was renamed DaimlerChrysler India Pvt. Ltd. after the merger of the parent company Daimler with Chrysler. After DaimlerChrysler demerged from Chrysler in 2007, it changed its name to Daimler AG. As a result, DaimlerChrysler India was renamed Mercedes-Benz India once again. Mercedes-Benz India is a wholly owned subsidiary of the Daimler AG. Mercedes-Benz India pioneered the luxury car market in India. The company is headquartered in Chakan, Pune, Maharashtra. Mercedes-Benz was recognised as India’s Most Admired Company in a survey by Fortune India magazine in 2013.^[2] In 2015 the brand was adjudged Economic Times' Brand Equity's, 'India's Most Exciting Brand' and topped the survey in automotive four-wheeler category.^[3]

The Brand’s Manufacturing Facilities

Spread over 100 acres at Chakan, Maharashtra,^[4] this plant was set up in 2009 and is among the fastest green-field operations ever to be created and is rated as one of the top-most CKD plants of Mercedes-Benz globally.^[5]

Other major facilities across India

• Pune
• Bangalore (Whitefield Palms and Embassy Crest)

Mercedes-Benz Properties

Mercedes-Benz India has built brand awareness through a series of consumer-centric engagement events in India. These include MercedesTrophy and Drive Events like AMG Driving Academy and Luxe Drive.

MercedesTrophy

The MercedesTrophy is an international three-tier structured amateur golf series where amateur golfers compete to qualify for the MercedesTrophy World Final in Stuttgart (Germany). In 2014, the 15th edition of MercedesTrophy India, witnessed participation from over 2,500 golfing aficionados in 13 cities.<ref

AMG Driving Academy

This driving academy assists customers to hone their driving skills in performance cars in the country’s only F1 race track at Greater Noida. The ADA offers the ‘Basic’ and the Advanced course in India. The ADA was inaugurated in 2012.^[6]

International Driving Platform

Motoring enthusiasts get an opportunity to drive the high-performance AMG cars on ice and challenging international locations.

Mercedes-Benz India’s first TV commercial

In a series of ‘firsts’, Mercedes-Benz India launched its first made-in-India TVC ‘Ah My God’ marking the launch of India’s first Compact Performance Sedan, the CLA 45 AMG in July 2014.^[7]

Mercedes-Benz Research and Development India

Mercedes-Benz established its largest research & development center outside Germany with the launch of its Bangalore R&D center in 1996. MBRDI with its location in Bangalore and Pune shows Daimler’s strong commitment to India as a location for production, R&D and for IT. MBRDI is Daimler’s “Think Tank” in India. Currently 2,000 engineers and IT-specialists are employed by MBRDI.^[8]

Sales and Service network

Mercedes-Benz India currently has 69 outlets across 38 Cities in India,^[9] which is the densest network among any luxury car maker in India. Mercedes-Benz also inaugurated in three AMG Performance Centres (APC) in Delhi, Bangalore & Mumbai in 2014 and added two more APCs in 2015 in Hyderabad and Pune.^[10][11] These APCs provide an exclusive AMG brand experience to the customers and enthusiasts.^[12][13]

In 2014, the company reportedly witnessed a growth in sales of about 13% at 10,201 units as compared to the previous year. The company expects a double digit growth in 2015 owing to qualitative network expansion strategy. Mercedes-Benz India opened a new dealership in Jamshedpur and plans on opening 14 more dealerships in 2015 to reach over 80 outlets in total by the end of 2015.^[14]

Mercedes-Benz Certified

Mercedes-Benz launched its new Pre-Owned car brand, ‘Mercedes-Benz Certified’ in India in December 2014 by the simultaneous inauguration of 12 new ‘Mercedes-Benz Certified’ outlets across India. ‘Mercedes-Benz Certified’ will provide customers a new destination for taking home a Mercedes-Benz car. The new brand will provide the pre-owned car customers an experience equivalent to a new car purchase, offering high-end facilities, infrastructure, tailor-made financing options, warranty and service packages. This new brand is designed specifically for the Indian market.^[15]

Sales Performance

The year 2014 has been termed as the ‘Year of Excellence’ by Mercedes-Benz. The company sold 10,201 units in 2014 and registered a strong year-on-year growth of 13% (Jan-Dec 2013: 9003).^[16] In Q1 2015, the brand was the leading luxury car maker in India, selling 3566 units and registering a growth of 40%.^[17]

Mercedes - Benz to launch 12 models in 2016. The company will be introducing fresh to drive the brand's growth in the dormant market.^[18]

Models

Assembled

• Mercedes-Benz C-Class
• Mercedes-Benz CLA-Class
• Mercedes-Benz E-Class Sedan
• Mercedes-Benz GL-Class
• Mercedes-Benz GLA-Class
• Mercedes-Benz GLE-Class
• Mercedes-Benz S-Class
• Mercedes Maybach S 500

References

• MercedesTrophy
• Drive Events
• The stylish and luxurious Mercedes-Benz GLA-Class makes its grand India debut: Set to reinterpret the luxury SUV segment
• Mercedes-Benz intensifies its product offensive: rolls out the "Intelligent Superpower", the new E 350 CDI
• Mercedes-Benz India wins the largest luxuery car order from Carzonrent India Pvt. Ltd

External links

• Mercedes-Benz India