BANGKOK – Mercedes-Benz is forging ahead in Thailand, where it is the longtime luxury leader and, despite the market’s current sales woes, still quite profitable.
But the German brand’s strategy is about more than just increasing sales volumes. Mercedes has broken out of its traditional segment, where most of its vehicles were aimed at Bangkok’s older, more affluent business buyers, and brought a raft of niche models that have drawn new customers into its reach.
Indeed, compacts now account for a third of Mercedes’ product mix.
At the recent 36th Bangkok International Motor Show, Mercedes boasted one of the biggest stands, put on one of the arguably flashiest visual presentations and rolled out a raft of new entries.