Mercedes-Benz to equip dealers with iPads
Mercedes-Benz says that it will give a limited number of its dealerships Apple iPads to test their effectiveness during the sales and leasing process.
Mercedes-Benz says that it is going to let 40 of its dealerships test out Apple iPads equipped with the company's MB Advantage application, which will allow dealers to answer financial questions and start the purchasing process outside of the traditional cubicle or office.
"We wanted to bring the mobile revolution into the dealership," Andreas Hinrichs, vice president of marketing, said in an interview with the Wall Street Journal. "The iPad is consumer centric but there is a business side to it as well."
Mercedes-Benz salespeople will be able to enter a car's VIN into the MB Advantage program to access the latest discounts and incentives. Sales personnel will also be able to begin the loan application process from the iPad rather than inside of an office.
The automaker says that the iPads can also be used when a customer returns a leased vehicle for entering condition reports.
"When someone came in we would go out with a pad and a pencil and scribble down all the problems, like a scratch here or a dent there and then go back to the desk and enter everything in the computer," said Bernie Moreno, owner of Mercedes-Benz of North Olmsted, Ohio.
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