Mercedes-Benz: Last year's discounts cost us this year's growth

The sales dynamics on the premium auto segment, of cars that cost more than 30,000 euros, is “deceptive”, says the sales and marketing manager for Mercedes-Benz cars, considering that last year saw massive discounts meant to reduce the car stock in the context of the crisis.

“Percentages are deceptive in terms of how they differ from 2009. We had a more aggressive strategy in the first half of last year. Back then we posted higher sales than our direct competitors. Today, if we compare our current achievements with last year’s, our decline is more significant than our competitors’,” said Valeriu Zaharia, sales and marketing manager for the German brand within Mercedes-Benz Romania.

After a 2009 dominated by campaigns aimed at reducing stocks via discounts of up to 40-50%, premium brands are now seeking to attract clients via “integrated offers”. They are not as attractive as last year’s 40% discount, but this is the main method to keep the dealer network going, according to officials of Mercedes-Benz, importer of the brands of the Daimler and Chrysler groups on the Romanian market.