Mercedes-Benz embraces rich media

Mercedes-Benz has re-designed its websites with rich-media content with the aim of making them more customer-friendly and sales process-oriented.

by Helen Leggatt

Mercedes%20Benz%20Logo.jpg The German car manufacturer’s entire suite of websites, ranging from Internet branding sites right through to local dealership offerings, will be re-launched with a new format. The changes come not long after Mercedes-Benz revamped its brand design – something they hadn't done in over 18 years.

“Over the last few years, the Internet has evolved into one of the most important sales channels for the automotive industry,” said Dr. Klaus Maier, executive vice president Mercedes-Benz Cars. “The new sites were therefore developed in close cooperation with our colleagues from the sales units in a manner that focuses more on sales processes, which also makes them more customer-friendly."

The ability to provide an emotionally rich customer experience using 360 degree views, a 3D configurator, movies and advertising campaigns along with the increased availability of fast broadband connections, ensures the car manufacturer can provide online browsers a top-quality showroom experience.

Recent studies, including one by CarGurus.com, have found that online car buyers prefer photos and video when choosing a car, rather than text-heavy specifications.

The revamped Mercedes-Benz website isn't yet available in the U.S., however the German website has had the changes made.