Mercedes steps up online showroom concept with live video consultations

Can't make it to a showroom to look for a new car? No worries, Mercedes-Benz is bringing the showroom to you.

Mercedes Australia has recently launched its 'Digital Showroom', a service that allows potential customers to get a one-on-one video chat with a "product expert" to talk through any details of the car they are interested in or ask any questions they have.

The concept is designed to replace the physical showroom experience, and sessions are limited to just 30 minutes, but have been introduced to provide an extra level of service in a post-pandemic world.

A specific Digital Showroom space has been created at the company's Melbourne headquarters and can currently accommodate two cars. There are 16 30-minute sessions available each day, but a Mercedes spokesperson told CarsGuide there is scope to both expand the space to include more cars and offer more sessions, provided there is demand in future.

"At this stage we've got capacity to take a lot more, just with that space," Mercedes spokesperson, Jerry Stamoulis said. "It's not there to be a dealership, it's there to be more for information and direction for customers who either don't have time to go to a dealership or help navigate the website and they just want to speak to a human."

The introduction of the Digital Showroom comes after Mercedes Australia transitioned its operations to sell all of its cars under the so-called 'agency model' instead of the traditional dealer arrangement.

The introduction of the Digital Showroom comes after Mercedes Australia transitioned its operations to sell all of its cars under the so-called 'agency model' instead of the traditional dealer arrangement.

Instead of supplying stock to dealerships to sell at their own negotiated price with customers, under the agency model Mercedes controls all stock and therefore the price, allowing for a national drive-away figure. It also means customers can select from all stock across Australia on Mercedes website for a wider selection.

However, not all dealers have embraced this new way of business. A group of 38 Mercedes dealers have taken legal action against the company for the change, demanding $650 million in compensation. A verdict is due in the coming weeks.