+275%OEM Parts Sales
Mercedes-Benz Independent Workshop Program
01Challenge
Mercedes-Benz wanted to increase OEM parts sales but targeted end consumers instead of the true decision-makers: independent workshops.
02Strategy
Reframe the target audience and build a wholesale program for independent workshops servicing out-of-warranty vehicles.
03Execution
- 1Ran a pilot region with wholesale pricing and direct dealer relationships.
- 2Achieved 30% growth in 3 months.
- 3Expanded nationwide.
- 4Created the “Independent Specialist” certification program.
04KPIs
- 275% OEM parts sales growth in one year
- 30% growth in pilot region
- National rollout
05Outcome
Mercedes-Benz established a new revenue channel and strengthened workshop loyalty.
06Tools and Methods
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