Mercedes-Benz to launch seven retail pop-up stores across India

5 May 2016 (Last Updated May 5th, 2016 18:30)

Mercedes-Benz India is set to launch seven retail pop-up stores in different locations across the country as part of its expansion plans.

Mercedes-Benz India is set to launch seven retail pop-up stores in different locations across the country as part of its expansion plans.

One of the stores has already been inaugurated in Lower Parel in Mumbai and the remaining six are planned to be opened in Delhi-NCR, Bangalore, Pune, Hyderabad, Chennai and Goa.

Mercedes-Benz has considered consumer mapping and behavioural patterns in order to select the locations of these pop-up stores, which are expected to come up in various places such as lounges, pubs, cafes and restaurants.

"We are opening pop-up stores in multiple places to understand the likeability and choices of today’s outgoing generation."

By launching the stores in these places, the company’s reach will be expanded to additional markets such as Tier I.

The opening of the new concept pop-up stores is aimed at increasing awareness. With sections such as branding and audio-visuals, they will attract consumer interest towards the brand, the company said.

Mercedes-Benz India managing director and CEO Roland Folger said, "The pop-up stores will increase our visibility in the market as we plan to tap the young generation through it.

"We are opening pop-up stores in multiple places to understand the likeability and choices of today’s outgoing generation.

"This further helps us in expansion of such initiatives that will give a sense of exclusivity to our customers and build a positive affinity towards the brand."

Mercedes-Benz is prepared to open ten more new dealerships across the country this year.