Mercedes-Benz is piloting a new sales channel aimed at winning more registrations from small fleet operators and also taking business away from brokers.

The manufacturer is aiming to build on its success in growing corporate sales over the past two years (up by 16%), and is also aiming to remove brokers from the sales channel.

Mercedes-Benz Business will be aimed at small fleets operating between two and 25 vehicles, offering the full range of cars on a contract hire basis supplied direct from the manufacturer.

Wilfried Steffen, president and chief executive officer of Mercedes-Benz UK, said: “We are in the early stages and will be piloting this initiative in the first quarter of this year.

“We have seen an increase in the broker market which means we have lost the chance to build a relationship with customers through our retailers.

"This initiative will drive business through the website and link it into dealers.

“Our retailers have invested heavily in facilities and training – they are the best people to serve our customers and build relationships.

“Obviously, this will get them to come back again, and also helps keep servicing within the retail network.

"We are competitive in SMR terms – people don’t need to go to non-franchised dealers.”

Corporate sales now account for 60% of Mercedes-Benz registrations in the UK, driven mainly by the C-Class range and the recently-revised CLC coupe.

The manufacturer also has high hopes for the new E-Class saloon which will be launched in June.

Mr Steffen added: “We have identified growth potential in corporate sales – people think a Mercedes-Benz is not a company car but we have seen 16% growth in the last two years.

“In 2005, we had eight people working in corporate sales, but now in 2009 there are more
than 20.”

Special deals for new buyers

Mercedes-Benz has launched a series of special offers.

  • Automatic gearbox for free on C-Class and four-cylinder CLKs.
  • Leather seats for free on V6 CLK models.
  • Trim upgrade, free automatic gearbox, metallic paint and leather seats on four-cylinder E-Classes.
  • Free leather, trim upgrade and satellite navigation on V6-engined E-Class models.
  • Smart fortwo cdi diesel for £99 a month, the same price as the petrol model.

A spokesman said: “Company car users will benefit even further from the trim upgrades and free extras as they appear as zero cost options, therefore resulting in no increase in P11D value or company car tax bill.”