In an effort to bolster its customer care ratings, Mercedes-Benz has launched a new program called MB Select, to make sure every buyer of the all-new S-Class luxury sedan also gets a pleasurable experience out of purchasing the vehicle.
Thus, since the car’s US launch, up to $2,500 per buyer has been offered, which as per the manufacturer’s request will be spent “no questions asked.” Since its launch, it has also been extended to the CLA sedan too, but it only gets $1,000-worth of attention per buyer.
The money doesn’t only cover coffee and peanuts while you’re waiting for it to be serviced, and in fact can cover some of the servicing costs, if a (technical) problem needs immediate attention. Dealers don’t even have to ask for permission from up top and are given free rein to do what they deem necessary to keep their buyers smiling within the budget.
For instance, Automotive News brings up the example of an S-Class owner from the state of Virginia who came in with a check engine light problem that was fixed with a software update, an apology and dinner out. He apparently came into the showroom the next day and purchased an SL… Another one got a pair of $150 Ray-Ban sunglasses because his own shades did not fit in the specially designed compartment (sic…).
According to Steve Cannon, CEO of Mercedes-Benz USA, the idea started out of the wish to be able to get problems fixed quickly, even if they are sometimes not covered by the warranty. It’s expected to cost the manufacturer many millions to keep it running, but while all customers are eligible for it theoretically, not all will really get a chance to experience it too.
By Andrei Nedelea
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