Mercedes-Benz Singapore Sets Up Online Store With 'Click-and-Bricks' Approach

We were at the launch of the Mercedes-EQ EQB, which is fairly interesting as a 7-seater BEV that actually looks more like a cross between an MPV and a SUV.

But what caught our attention more is the fact that Mercedes-Benz has set up an online store where customers can place an order for themselves. The EQB is the first model to be offered and only cars in stock are shown, however some of the range are already present on the store, including the popular A-Class, GLC-Class and even the EQS.

When quizzed, Mercedes-Benz clarified that it will be a hybrid online-offline ‘clicks-and-bricks’ approach, where customers will still need to go down to Mercedes-Benz’s official dealer, Cycle & Carriage, to complete their order and collect their car. So, not entirely like Tesla’s model of direct sales.

Mercedes-Benz head honchos are keeping mum about the possibility of direct sales, but we won’t be surprised if this becomes an option in the near future. While not yet observed in a meaningful way in Singapore, direct sales has been an increasingly preferred model for car manufacturers across the world. Disrupters like Tesla are partly the cause, squeezing margins and making things even more competitive.

In Singapore, the industry is already changing faster than it ever did in the last decade. Porsche Asia Pacific has announced that it will do a venture with current dealer Eurokars Group, while there are rumours about Mercedes-Benz experimenting with new sales models as well. Apparently going against the grain, however, is BMW Asia appointing a second dealer in Singapore this year. Could it be laying the groundwork for further competition and eventually preparing the tribe for direct sales? We’ll leave it to your imagination, folks.