Mercedes-Benz is selling a lifestyle, not just a new car

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Mercedes-Benz is selling a lifestyle, not just a new car

Mercedes-Benz Korea's accessory and collection ranges include a variety items such as watches, wallets and key rings. [MERCEDES-BENZ KOREA]

Mercedes-Benz Korea's accessory and collection ranges include a variety items such as watches, wallets and key rings. [MERCEDES-BENZ KOREA]

 As consumers seek new ways to express themselves, Mercedes-Benz Korea is expanding and diversifying its accessories lineup to meet such needs.
 
The fast-growing accessory business is not limited to car-related products. The German automaker also makes clothes, sunglasses and watches and also "collection" items, which are made in collaboration with other brands.
 
As of now, Mercedes-Benz Korea offers over 4,000 accessories and about 1,000 collections at 41 shops, the company said. Mercedes-Benz Korea saw a significant increase in accessory sales last year, up 334 percent compared to 2014. Collection items also recorded a 443 percent increase in sales.
 
A beam projector that fits into the door of a car, for example, is one of the bestselling accessories that the automaker offers, selling about 500 units per month. The device projects the Mercedes-Benz logo onto the ground when the car door is open.
 
Another steady-seller is the golf wear collection, according to the automaker. California-based company TaylorMade Golf and Mercedes-Benz jointly launch a new golf range and accessories twice a year, with items varying from clothes to pouches and bags.
 
Mercedes-Benz Korea plans to further diversify its product lineup in collaboration with other brands, targeting the Korean market in particular.
Among imported automobile brands, Mercedes-Benz is a clear frontrunner in the accessory market. Mercedes-Benz offers not only a car to drive in, but also a lifestyle, the company says.
 
Mercedes-Benz is working to communicate with consumers via various channels in order to keep pace with fast-moving social trends and come up with fashionable and useful accessories. For instance, Mercedes-Benz recently rolled out a pet-friendly range as more and more drivers splash out on their pets.
 
"Mercedes-Benz will continue to lead the accessory market with trendy and diverse items, while paying close attention to consumer voices," an official at Mercedes-Benz Korea said.
 

By Shin Ha-nee [shin.hanee@joongang.co.kr]
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