It has introduced a new retail concept combined with a reinvented interior and improved processes.
A 30-year-old resident in the old Hung Hom district, Zung Fu’s Mercedes- Benz Kowloon Brand Centre is not set to traditions and conventions. By introducing a new retail concept combined with a reinvented interior and improved processes, the luxurious automobile brand and its exclusive dealer in the city goes full throttle for dynamic growth. Mercedes-Benz and Zung Fu take car purchasing and after sales process to a whole new level of experience.
Nestled within the bustling neighbourhood in Kowloon, Mercedes-Benz’s Kowloon Brand Centre combines the showroom and after-sales service customer greeting area with a comfortable lounge. Luring coffee smell, comfortable couches, car configurators and racing simulators, visiting a car dealership is becoming ever more enjoyable.
From sales to friends
The centre also displays a comprehensive range of 16 Mercedes-Benz vehicles, whereas supersized television walls throughout the store extend close-up views of the latest vehicles. Aaron Lee, Managing Director for Hong Kong and Macau at Zung Fu Company Limited, the marquee’s exclusive dealer in Hong Kong for over 60 years, said the centre was one of the very first in the world to introduce the new Mercedes-Benz “MAR 2020” retail concept. “Customer needs have evolved and changed over time, and we have to ensure that the forward-looking brand presentation arrives in the here and now with the next-generation facilities and services, as well as fully-integrated after-sales facilities, to match customers’ expectations.”
Showroom and service centres used to be heavily sales-focused, the customer journey ending as soon as customers stepped out of the centre. Aaron said the new strategy transform the luxury brand’s relationship with customers; the space no longer for a single purpose of purchasing, it also provides a guest experience that is relaxed and enjoyable. “Visitors have no pressure to buy from anyone, they are ever welcomed to come in and visit us. Our Product Experts are here to introduce our amazing range of cars”, he explained.
A close community
There are now regular events for the Mercedes-Benz owning community, with themes ranging from Mother’s Day, Father’s Day, Kids’ Day, Macau Grand Prix Festival, as well as the most recent Christmas Fest, making a stance that the brand centre has been specifically designed for the whole family to enjoy. When they rolled out the events, the feedbacks, he said, have been overwhelmingly positive.
“We got messages asking if they could join if they were owners of other automotives, and the answer is they are more than welcomed,” said Aaron with a grin. “The Kowloon Brand Centre has an advantageously convenient location and is no better place to establish a community.”
An extensive network
To further maximise convenience, Zung Fu provides online service booking, courtesy car on demand, as well as same-day maintenance service at its service centres. Customers can opt for “Drop & Go” service by simply dropping off their cars in Causeway Bay in the morning, continue with routines and pick up the already serviced vehicle in the evening. There is also a “Drop & Fly” service at the Hong Kong International Airport. In December 2018, the brand launched a new drop off service location in Shatin upon customer feedbacks.
Leveraging on the Kowloon Brand Centre’s success, Mercedes-Benz will be launching the nine-storey Hong Kong Brand Centre in first half of 2019. The premises expands the marque’s focus on the enjoyment of car ownership with new leisure facilities for families, including a dedicated children’s playroom, a clubhouse-style bistro by the harbour, and a spectacular, third-floor terrace overlooking the harbour for hosting exclusive events for the Mercedes-Benz owning community.
Redefining car purchasing
“We will continue to deliver a noticeably more enjoyable, transparent and convenient car ownership experience by launching more services and activities.”
A winner of the High Flyers Award this year, Aaron added that the team feels honoured, and that the award further reinforces its commitment.“You may expect us to continue with the re-definition of car-purchasing and after sales process in the future,” he said.
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