Star treatment: New Mercedes-Benz showroom at BGC banners revised brand experience

MANILA: Last Friday, Mercedes-Benz Philippines digitally previewed its new showroom at the Bonifacio Global City in Taguig. Made possible through partner dealer CATS Motors, Inc. the new facility ups the customer experience and is, in fact, a lighthouse project of Daimler in Southeast Asia. It is the first state-of-the-art, so-called “MAR 2020”-compliant showroom in the country.

MAR 2020 is a new approach for the brand’s identity, and stands for “Markenauftritt Retail” or “Brand Appearance Retail.” In a release, Mercedes-Benz Philippines said that “the new brand experience… has evolved in many ways to bring enhancement of customer experience and customer satisfaction.”

CATS Motors, Inc. President Rene Nuñez said that the showroom is tailored to be “more convenient and easy” for customers, boasting “genuine modern luxury” within the 554-square-meter facility.

It has an airy and bright showroom, highlighted by contemporary architecture both inside and out. Significant and obvious in the new showroom is a shift to digital.

“Authentic luxury can be seen and felt inside the showroom. The ingenious lighting design not only emphasizes the vehicle in its technical and creative brilliance, but also provides an atmosphere of excitement, elegance and peace. For this reason, a welcoming warmly lit atmosphere is deliberately provided in areas where customers spend more time in,” continued the release.

It uses open spaces, digital tools, and elegant touches akin to a business-class lounge. There is a bar for “more casual, convenient discussion.” LED screens (called "Star walls") help to “communicate relevant content thoughtfully and clearly, conveying information in an entertaining matter. And through the combination of personal contact and digital elements, the point of sales becomes a point of experience.” A car can be configured virtually to the customers liking through digital touch tables. Product experts are available to answer questions.

The evolution perhaps also ties most nicely with requirements in the age of the pandemic, such as social distancing. The key part is space, the company said in a presentation. Everything can be done digitally, and evolves how customers learn about vehicles, and even finalize purchases and make payments. It’s tailored to be more comfortable and convenient.

The video presentation also emphasized the establishment of a handover area to complete the turnover experience — underscoring the “experience as an exciting process.”

Located at the corner of 5^th and 24^th Avenues, the new showroom is a showpiece in itself — one that Mercedes-Benz Philippines stresses will also demonstrate its commitment to “the health and welfare of its clients, employees and guests who visit to any of its facilities. All offices, showrooms and service centres uphold the highest standards of health protocols and safety measures.”

Photos from Mercedes-Benz Philippines

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