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Hansung Motor, the official South Korean dealer for Mercedes-Benz, has secured about 1,300 pre-orders for its new electric vehicles, “The All-New Electric CLA” and “The All-New Electric GLC.” The result comes roughly seven months after the company introduced its “Retail of the Future (RoF)” system on April 13, which emphasizes the purchase experience—consultation, test drives and delivery—over price discounts. The company credits the contracts to stationing customer experience managers (CXMs) at its 19 showrooms nationwide and operating a round-the-clock consultation organization. Both models are next-generation electrified vehicles equipped with MB.OS, the fourth-generation MBUX system and an 800V fast-charging system.
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Hansung Motor, the official South Korean dealer for Mercedes-Benz, has posted a result of nearly 1,300 units in pre-orders for two new electric vehicle models. The figure is drawing attention as the first major achievement since the company shifted to a new sales approach that emphasizes the purchase experience—from consultation through delivery—rather than price discounts.
Hansung Motor said on the 6th that cumulative pre-orders for “The All-New Electric CLA” and “The All-New Electric GLC” had reached about 1,300 units. That is roughly seven months after the company implemented its “Retail of the Future (RoF)” system on April 13.
RoF moves away from the existing discount-centered sales model and focuses on providing a consistent premium experience across every step—from customers examining and consulting about a vehicle to signing a contract and taking delivery. Hansung Motor said it has reorganized its sales system since the program’s launch, drawing on the consulting capabilities of professional sales consultants at its 19 showrooms nationwide.
In particular, the company has stationed customer experience managers (CXMs) at its showrooms to carefully manage the entire purchase process, from consultation and test drives to delivery, for visiting customers. A Business Development Center (BDC) that supports consultations around the clock serves to broaden customer touchpoints beyond the showroom. The company credits tailored consultations focused on the factors consumers consider important when buying an EV—such as driving range, charging performance and digital features—with converting interest into actual contracts.
Analysts say the result carries greater significance because it follows the launch of “The New Mercedes-Benz S-Class” in August. Hansung Motor plans to expand its base of premium EV customers by combining the imported-car sales expertise it has built over more than 40 years since its founding in 1985 with a customer experience-centered operating system.
The two models available for pre-order are core electrified vehicles developed on Mercedes-Benz’s next-generation EV architecture. They are equipped with the automaker’s self-developed vehicle operating system MB.OS and the fourth-generation MBUX infotainment system for a more intuitive digital experience, and feature advanced driver assistance technology and an 800V fast-charging system that enhance driving and charging convenience.
Kim Marco, CEO of Hansung Motor, said, “It is highly meaningful that our efforts to strengthen a customer-centered sales system since the RoF transition are leading to contract results and a positive sales trend for major new models including the CLA and GLC.” He added, “Going forward, in step with the direction of RoF operations, we will continue to strengthen our professional consulting capabilities and differentiated premium purchase experience, and further raise customer satisfaction and sales competitiveness.”
The result is seen as a case demonstrating that a dealer’s change in sales approach can translate into actual contract results in South Korea’s imported EV market. With South Korean automakers rolling out EVs that tout price competitiveness one after another, the figure is expected to serve as a gauge of how well a premium brand’s strategy of competing on purchase experience and consultation quality rather than discounts can gain traction. Still, because the share of pre-orders that convert into actual deliveries can vary with market conditions, future delivery results and repurchase rates are cited as variables that will determine whether the performance is sustained.
