Mercedes Uses iPads to Speed Deals, End Cubicle Culture
There is always that moment in the car dealership when the customer, seated in the potential new purchase, is pulled from the vehicle and led to a cubicle only to sit and watch as information is slowly entered on a desktop computer.
A new approach, being tested by Daimler AG’s (DAI) Mercedes-Benz dealerships starting this week, aims to keep shoppers near the car rather than in a cubicle by letting dealers access information from Apple Inc.’s (AAPL) iPad. Mercedes-Benz Financial, which provides loans and leases, will equip 40 dealerships with an iPad loaded with its MB Advantage application. Dealers can use the application to see the latest discounts and begin the credit application process.
“We wanted to bring the mobile revolution into the dealership,” Andreas Hinrichs, vice president of marketing, said in an interview. “The iPad is consumer centric but there is a business side to it as well.”
