Luxury vehicle buyers want service -- not just repairs done right, but the kind of pampering they get at high-end hotels, restaurants and boutiques. It's all about the extras.
In response, luxury vehicle brands are stepping up their games, rolling out unprecedented customer service, training staff and reconfiguring showrooms to cater to these buyers. The changes come as luxury sales gain steam with the auto industry's recovery in the United States.
"There's no such thing as a bad luxury car anymore," said Steve Cannon, CEO of Mercedes-Benz USA. "Our customers have such high expectations, and 'I had a decent service or sales experience' does not cut it in the competitive luxury business."
"It is not just about putting out a big pile of money in incentives and showering them with gifts and flowers on their birthday. It is like the Ritz-Carlton or luxury experience where they feel special -- that is what we are trying to do," said Cannon, whose company launched the Customer One training program this year for all dealership employees.
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