Ephemeral showroom and roadshow; this is how Mercedes promotes its electric vehicles in the United States

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Mercedes-Benz has adopted a unique strategy to promote its electric cars in the US market. The German luxury car brand is building short-term pop-up showrooms to showcase its all-electric Mercedes-EQS 2022 sedan. The new pop-up showrooms are more like experience centers and less like conventional dealerships.

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Mercedes-Benz has opened showrooms in New York and California called the Mercedes-EQ Experience. The car brand is also launching roadshows in 20 US cities, where potential consumers will be allowed to test drive the electric sedan. Drivers will be able to spend 30 minutes behind the wheel of a Mercedes car.

Mercedes-Benz aims to educate people about the new technologies being implemented in the brand’s cars, Forbes reports. The Mercedes-EQ Experience centers will allow visitors to walk around and discover the automaker’s vision for electric vehicles. The report suggests that in these showrooms there will be parked EQ models. There will be an interactive walkway where steps are converted into kinetic energy.

The experience center is largely focused on education in electric vehicles. Some elements will focus on other aspects of the premium automotive experience.

This is not the first time that a car brand has adopted an innovative strategy to promote its cars. In the world of electric vehicles, Tesla has also adopted a strategy of running expensive Super Bowl ads to promote its cars. Others have also used augmented reality to promote their respective products.

Previously, Tesla allowed a three-minute walk in its showroom in 2017 to promote its electric cars.

Mercedes-Benz aims to become a leading brand in the luxury electric vehicle market over the next decade. The German car brand has already set itself the goal of becoming a brand of fully electric cars. In addition to that, it also aims to become a carbon neutral automaker.


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