Official Mercedes-Benz dealer offers 'one-stop customer journey'

The Hanssung Automobile pop-up store at Shinsegae Simon Yeoju Premium Outlets. [Hanssung Automobile]
The Hanssung Automobile pop-up store at Shinsegae Simon Yeoju Premium Outlets. [Hanssung Automobile]

Hanssung Automobile, the official Mercedes-Benz dealer in South Korea, said Tuesday it has opened a pop-up store at Shinsegae Simon Yeoju Premium Outlets to expand its customer touchpoints.

The pop-up store operates in the West Luxury Plaza of the suburban premium outlet and runs from May 13 through Aug. 12, a period of roughly three months.

The store is designed to let shoppers visiting the outlet for leisure and retail naturally encounter the Mercedes-Benz brand and its services. The initiative marks a shift away from the traditional model requiring customers to visit a showroom, bringing the brand experience into their everyday lives instead.

Visitors can browse vehicle displays, receive new-car consultations and arrange test drives, as well as view and purchase Mercedes-Benz accessories and collection products. Used-car purchase and trade-in consultations are also available, allowing customers to handle everything from buying to selling a vehicle in one place.

Through the pop-up, Hanssung Automobile plans to offer what it calls a "one-stop customer journey" — a service connecting the full automotive lifecycle, from pre-purchase consultation and vehicle maintenance to selling an existing car and buying a new one.

Opening perks are also on offer. Customers who receive a consultation will get official Mercedes-Benz merchandise, while those who buy a Mercedes-Benz vehicle through a trade-in will receive an additional 1 million won (about $647) in compensation. A 200,000-won discount on the warranty extension program and Shinsegae Premium Outlets membership benefits are also available.

"This is a new attempt to go beyond customers visiting a showroom to buy a vehicle — instead, the brand goes directly to them in their daily lives," said Kim Marco, chief executive of Hanssung Automobile. "We will continue to expand diverse touchpoints connected to customers' lifestyles and deliver a differentiated customer experience throughout the entire process, from purchase and maintenance to repurchase."

Founded in 1985, Hanssung Automobile operates the largest import-vehicle dealer network in South Korea, with 19 showrooms, 18 service centers, one service factory and seven certified pre-owned vehicle showrooms nationwide.

The company has been actively broadening its customer touchpoints, most recently launching an open-bidding platform for used vehicles designed to help customers sell their cars more easily and transparently.


eyre@heraldcorp.com