If Mercedes-Benz dealers manage to overhaul their stores to the brand’s updated “Autohaus2” image standards, the locations can forget about additional modifications until after 2024.
The German automaker’s promise to leave dealerships alone is abnormal, and comes after the second generation of its controversial Autohaus standard established — to the chagrin of dealerships — in 2008. Much of Mercedes’ salesforce objected to the mandatory image alterations, similarly to how Cadillac’s dealer network has responded to that brand’s Project Pinnacle.
Hoping to ease tensions as showrooms adhere to the new status quo, the 2024 pledge provides all sides with a reprieve. The Autohaus2 plan, and subsequent dealer amnesty, was penned under former Mercedes-Benz USA CEO Steve Cannon, though the company’s current North American boss, Dietmar Exler, also supports it. (Read More…)