The new savings are up to 11 percent depending on the model and the discounts amount to up to 6,945 euros. The proportionally largest discounts are on the base EQA and EQB 250 models, which are granted 11 percent, while the EQE 300 and 350 models bring in up to 8 percent or the aforementioned 6,945 euros for the EQE 350+ SUV. Interestingly, there is no discount at all for the base EQE 300 model, similar to the top-of-the-range G 580 model. The lowest discounts available are 3 percent for the EQE 350+, the EQS 450+ and the base EQS 450+ SUV.
The abolition of the rigid PDF price lists initially caused confusion, as Mercedes justified the move with greater transparency for customers – by eliminating the price list with the possibility of comparing individual drives and equipment. However, dealers could offer individual discounts. The customer would therefore have received different offers from two dealers for an identical vehicle configuration with the same list price.
With the agency model now introduced, such discounts, which are decided by the dealers, are no longer possible. The discounts are set centrally by Mercedes and are the same for all dealers and customers. Since they are now also displayed in the configurator, the discounts are transparent for customers and they can be sure that they will receive the same offer from all dealers. Previously, the configurator usually only displayed unrealistic list prices. However, the agency model also eliminates the individual options of negotiating a set of winter tires, for example.
However, it remains unclear how often the discount price changes – and to what extent. Controlling demand for certain variants of a model via price has definitely become easier for Mercedes salespeople. It remains to be seen whether customers appreciate the transparency or prefer to negotiate themselves.
insideevs.de, mercedes.de (configurator, both German)
