[AutoDaily] Mercedes-Benz Korea declared that a retail price of main model components was drastically reduced since last 2 January.In terms of customer satisfaction policy, suggested retail price of about 6000 parts of main component was cut down from 3.4% maximum 28%.
This announcement is a striking contrast from other imported high class cars like BMW, Audi, and Porsche. These companies do not show any action even though the public opinion is that they make undue profits on components and maintenance.
This is not the first statement that Benz’s reduce its price.
In November 2009, the company made it lower 25% that 7 kinds 180 units; an air cleaner, a dust filter, an oil filter, a battery, a windshield wiper, and a shock absorber, 7 kinds 431 units; a bumper, an engine hood, a door, a fender, a side-view mirror, a head lamp. The price of consumable component which need to often exchange also was down to 13%.
The Benz Korea made spontaneously down its price twice even other rival companies never set the price of component.
So, why does the Benz take actively action about reducing the price of component?
Some competitors insist that the Benz’s reduction be a meaningless gesture which does not give any benefit to real customers.
Others raise insistence that the price of Benz’s component is still expensive 30% ~ 40% compare to rival companies, so they should make it down more.
So, does Benz Korea pretend to reduction of prices to placate customer’s dissatisfaction and public opinion that the price is expensive?
In November 2009, Benz Korea announced reduction of component price. Those consisted of consumable parts; an air cleaner, a dust filter, an oil filter, a battery, a windshield wiper, a shock absorber, a bumper, an engine hood, a door, a fender, a side-view mirror, and a head lamp.
This reduction was only for B〮C class, that is why luxurious model like E〮A class did not get any benefits.
What does this reduction bring on? This time, A·B class lower its price 25% on average, maximum 28%. The price of 8 years older model’s component cut down to 4.3% ~ 10%.
This action included a various model such as C·E class and SUV M class, convertible SLK class.
There also are including components which frequently need to change. These parts are a head lamp, a break disk, an oil filter, a bumper, a torsion bar, an engine hood, a brake pad, a front window, an accelerator, a fender, a door, and a radiator.
For example, the price of C class head lamp is 1.54 million won form 2.18 million won. The price of A class head lamp is 940 thousand won from 1.29 million won. A front window of C class’s price is 423 thousand won form 468 thousand won.
At least, Benz is admitted reliability by revealing a reduction of detail prices to public.
There is no big change to imported car dealers. Because a supply price lowered from Benz Korea, the profitability of maintenance part is not different.
Those interested in Benz Korea dealer said, “not only the reduction, but opening to public about supply price will give high credibility to Benz customers.”
Because compare to a parallel importation price, an official importation one is still expensive, the price is need continuous adjustment for realization price.
Other imported automaker like BMW, Audi, Volkswagen, Porsche, and Jaguar-Landrover are pointed out that they make excessive profits on repair cost. They also should take action to be realization about repair cost and component price.
By Lee Sangwon.
(Translate by Lee Yeseul)