Mercedes-Benz opens the first MAR20X concept showroom in Romania, in partnership with Autoklass

Deniza Cristian 09/03/2023 | 15:30

Mercedes-Benz Romania and Autoklass present, for the first time in our country, the first dealership under the MAR20X concept, as a response to the changes in the retail world and aligned with the company’s vision of putting its customers at the heart of its business, offering them the ultimate luxury experience and a seamless sales and customer service process. Mercedes-Benz is also announcing the expansion plans for the new retail model, with ten locations in the plan for 2023.


Bucharest: Following an extensive renovation and rethinking of the retail model and an investment of 1.5 million euros, Autoklass Pipera becomes the first Mercedes-Benz MAR20X dealership in Romania. The location aims to offer a consistent brand experience and the highest quality of products and services, that are aligned with the modern luxury concept that Mercedes-Benz has vouched to offer. Along with its retail partners, the company is kicking off a modernization process that goes beyond location design, in order to address processes, roles, and the integration of digital technologies for an immersive, memorable, and efficient experience.

A response that is in line with the changes and opportunities in retail

MAR20X is a concept that creates the best conditions for retail success – now and in the future. In an ever-changing world, the new concept complements Mercedes-Benz’s development directions: increasing the technological complexity of the products, addressing the needs of increasingly diverse customers with increasingly different expectations, redefining and strengthening the product portfolio and diversifying the brand’s touch points.

“As the automotive world changes, we remain true to our DNA as trailblazers – reinventing innovation processes is what we’ve always strived for. It’s what has driven us since the beginning and what has helped us navigate and lead the way in the industry. Translating this to the new world? We’re committed to not just improving the status quo, we are changing it beyond creating the most desirable vehicles. We’re not just a car company; we let our innovation and clear goals speak for the Mercedes-Benz mission, and this new retail model immerses customers as they step into the world of modern luxury and reinforces their feeling of belonging to something very special.” said Amanda Zhang, CEO Mercedes-Benz Romania.

“During this special year, marking 20 years since the company was launched, we’re delighted to offer our partners a new, elevated experience, built on the Mercedes-Benz shared values. This newly refurbished showroom welcomes our clients into the universe of this brand in the most exclusive, modern and refined way, reflecting the highest standards of Mercedes-Benz – MAR20X, becoming the only Authorized Partner with such a location, for now. This unique moment also marks the reconfirmation of our commitment to being the Official Home of Mercedes-Benz in Romania.” declared Daniel Grecu, General Manager of Autoklass.

A customer-driven model: the core principles of MAR20X

Architecture, use of media elements and showroom processes are seen as integrated parts of a single concept. They complement each other to build a dealership experience that is characterized by the highest quality of customer environment, seamless processes, and top tier consultancy:

  • MAR20X location architecture: dynamic, agile, and welcoming. The design is made to provide the optimal place to interact with the brand and its products. From the specially crafted dark floor to the white-grey ceilings and glass facades, the new showroom inspires continuity and confidence.
  • Integrating media elements: these expand the possibilities for consultants to explain the technical aspects of products and support a customer-focused approach by shaping a unique experience. The consultancy process is carried out through mobile technologies, from welcoming customers to configuring the desired vehicle.
  • Modular format: the choice of the consulting location is flexible in terms of the dedicated area in the showroom, depending on the desired function – sales or customer services consulting – and the customer’s requirements;
  • Improved processes and a new sales team approach: consultants are given a more defined role to consider the specificities of each customer. They are given a common space to adapt to the new flow of interaction with customers, with no restrictions;
  • Pro-active reception and a fast-track consultancy process: each client is greeted by a Star Assistant who is responsible for matching the client with a suitable consultant.

MAR20X showroom contact points

The main functionalities of the customer contact areas in the new type of showroom are organized in several contact points. These are in turn divided into several types of activities:

  1. Client reception area: a place to welcome clients and wait until discussions begin with the consulting specialist, as well as preliminary consultation in a public area. The area has waiting places, reception, and a work area.
  1. Product and service consultation area: dedicated places for private discussions with each customer, for presenting customization elements. The area has semi-public or completely private areas that are equipped with the corresponding digital solutions.
  1. Vehicle display area: dedicated to the consultancy process involving the actual presentation of the products, not interspersed with other work or marketing areas. Each vehicle on display has a dedicated area of 34 square meters and the area is complemented by a main media screen.
  1. Vehicle handover area: a media-enhanced experience for new cars, used cars, and test drive vehicles. Each customer receives an explanation of the product that is being handed over, in a personal and personalized atmosphere.
  1. Shopping area: a space that is dedicated to the display of technical accessories, wheels, and parts. The area is complemented by dedicated showcases.
  1. Lobby service area: for an easier and more welcoming reception of customers accessing the service area.

The new showroom concept is yet another step Mercedes-Benz is taking along its mission to be more than just a car manufacturer, but an innovative technology company that sets new standards for its customers. Furthermore, the rethinking of the offline retail model complements Mercedes-Benz’s strategic directions to offer the modern luxury experience accessible to customers through the local launch of the online showroom.

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