Mercedes drops prices in Germany

The new savings go up to 11 per cent, depending on the model, and the discounts amount to up to 6,945 euros. Relatively speaking, the biggest savings are placed with the EQA and EQB 250 base models, which qualify for 11 per cent, while the EQE 300 and 350 models qualify for up to 8 per cent, or the above-mentioned 6.945 euros for the EQE 350+ SUV. Interestingly enough, the base EQE 300 is not discounted at all, similarly to the range-topping model G 580. The lowest available discounts stand at 3 per cent for the EQE 350+, the EQS 450+ and the basic EQS 450+ SUV.

The abolition of the rigid PDF price lists initially caused confusion, as Mercedes justified the move with greater transparency for customers – by removing the price list with the comparison options for individual drives and equipment. However, dealers were able to grant individual discounts. The customer would therefore have received different offers from two dealers for an identical vehicle configuration with the same list price.

With the agency model that has now been introduced, such discounts, which are decided by the dealers, are no longer possible. The discounts are determined centrally by Mercedes and are the same for all dealers and customers. As they are now also displayed in the configurator, the discounts are transparent for customers and they can rely on receiving the same offer from all dealers. Previously, the configurator usually only displayed unrealistic list prices. However, the agency model will also remove the individual options of negotiating a set of winter wheels, for example.

However, it remains to be seen how often the discounted price will change – and within what range. Controlling demand for certain variants of a model via the price has definitely become easier for Mercedes sales staff. Whether customers appreciate the transparency or prefer to negotiate themselves, remains to be seen.

insideevs.de, mercedes.de (configurator, both in German)