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"Proven Exclusivity" - from Mercedes Benz in India
Mercedes is also set to focus on financing its cars so as to spice up the sales in the country. Mercedes Benz started its pre-owned cars programme, Proven Exclusivity, in 2009 globally and is operating across 35 countries.
According to Mercedes Benz India MD and CEO Wilfried Aulbur, the German luxury car maker is bringing the pre-owned car programme to India in order to make many Indians' dream of owning a Benz more accessible. As of now, a minimum of Rs.26 lakh is needed to buy a brand new C Class car, but with the “Proven Exclusivity", you can own a Benz for a sum of Rs. 15-18 lakh.
Owing to the brand's reputation, “Proven Exclusivity" pre-owned scheme will sell cars that are not older than 6 years. You can reach out for this scheme in six dealer outlest across four cities, Delhi, Mumbai, Ahmedabad and Chandigarh, initially. Mercedes Benz will add another 6-8 additional outlets by 2010 to sell pre-owned cars.
Aulbur hopes that the pre-owned car business will account to 10-15 per cent of sale hike by 2011. This year, in the January-May period, the company sold 2,014 units, which is a 59% increase when compared to sales in 2009's corresponding period. Since, Mercedes is interested in financing the cars, its MD said that as 70% of car sales in India are financed, this area is where the company is keen to mark its presence.
Mercedes is facing stiff competition its arch rival BMW, which was crowned the top selling luxury car brand in India recently, thanks to its new launches and large fan following in India. Last year, BMW sold 3,619 units against 3,247 cars of Mercedes Benz.
Indian rich people were once having Benz as status symbol and the German brand was one of the oldest and well-known and highly respected car brand in India, but now, with globalisation, so many luxury car players have entered into the country's soil and Benz is now one among the many luxury car brands.
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