Benz BKK Group, an authorised dealer of Mercedes Benz, Chrysler, Jeep and Nissan, has projected to invest 150 million baht to expand its car dealership business this year to penetrate the mass market. Of the total investment, 100 million baht will be spent on the construction of a Nissan showroom and service centre. Some 30 million baht will be spent on improving the display of its Mercedez-Benz showrooms and service centres following the construction of a new car-body repair centre and body paint shop at its head office. The remaining 20 million baht would be spent on new software to support sales.
President Rienchai Likitplug said the investment would enable the company to better take care of its customers, especially in Bangkok.
In addition, the investment in Nissan showrooms and service centre will enable it to diversify into the mass market since many of its existing 8,000 customers have expressed an interest in other car brands apart from Mercedes-Benz.
In terms of new services, the company will be able to provide the sunroof installation service next month. The service, which called for an investment of 10 million baht, was expected to attract 500 to 1,000 clients this year.
Benz BKK hopes to retain its 12% share in the local Mercedes-Benz market this year while the sales volume of Nissan cars is targeted at 300 units.