People spend 374 days of their lives “waiting” for something. During the waiting time between ordering their Mercedes-Benz and taking delivery, we enthuse our customers by digital means.
A new tool within “Mercedes me” makes it possible after ordering the desired vehicle to track its production status online from the comfort of your own home, or while travelling: Between the ordering and delivery time, Mercedes-Benz offers new car buyers in Germany exclusive insights into the production of their Mercedes-Benz car in real time, so as to heighten the “Joyful Anticipation”. The new service from Mercedes me at http://mercedes.me/production is a very special brand experience on a PC, tablet or smartphone. “Joyful Anticipation” is already available for vehicles in production in the German Mercedes-Benz car plants in Sindelfingen (CLS, CLS Shooting Brake, E- and S-Class), Rastatt (A- and B-Class, GLA) and in Kecskemét (B-Class, CLA, CLA Shooting Brake) in Hungary. Shortly “Joyful Anticipation” will also become available for models from the German Mercedes-Benz plant in Bremen (C-Class Sedan, Estate, Coupé, Cabriolet; E-Class Coupé and Cabriolet, GLC, GLC Coupé, SL, SLC). The Mercedes-Benz plant in Tuscaloosa (USA) is still following this year in which SUVs for the German market are running off the line.
Customers in Germany concluding a sales contract in Germany for a new Mercedes-Benz car receive a flyer about “Joyful Anticipation”. Using their personal Mercedes me account, customers can log-in and input their ordered vehicle using the order number. In addition to information about the vehicle, they receive an insight into different production stages – from production planning, body shop, painting, assembly and quality control to completion and planned delivery. In addition, interactive services such as a tailor-made Mercedes me car insurance with special terms, or vouchers with special offers, for example for a driving training, enhance the attractiveness of “Joyful Anticipation”.
“Joyful Anticipation” consists of four areas, “Welcome”, “Your Vehicle”, “Your Production” and “Your Handover”, which are configured completely individually for the customer and vehicle. The aim is to give the customer an individual, exciting, digital brand experience even during the waiting time for the ordered vehicle. In the “Your Vehicle” section, the customer is given all the relevant information relating to the ordered vehicle. In the “Your Production” section, the customer finds out everything about the individual production stages for the ordered vehicle with real-time tracking. The multimedia content provides an entertaining insight into the manufacture of a Mercedes-Benz car, ranging from the production location to the production processes and the final inspection. Following vehicle completion, the customer can find out all he/she needs to know about the vehicle handover.
Networking the entire value added chain in real time is already more than just a vision for Mercedes-Benz. And the focus here is always on the potential and actual customer. The status of every vehicle in the Mercedes-Benz car plants is reported to the production network. These data are used for production planning and control. The new service of Mercedes me now likewise accesses these vehicle data.
The digital mobility and service brand Mercedes me creates individualised access to the world of Mercedes-Benz. This goes well beyond the car itself, offering an integrated system of products, services and innovations.
Since its introduction, “Joyful Anticipation” has not only been enthusiastically received by customers. The service was honoured with coveted prizes, e.g. the German Online Communication Awards (“Deutscher Preis für Onlinekommunikation”) and “Best of Best” winner in the Automotive Brand Contest.
With the digitalisation of our production the prerequisite for this innovative digital service has been made and will be expanded. A vision of the future is that the customer will be able to assign changes to the equipment and even further customization after the purchase order.