Mercedes-Benz is the earliest German car brand to enter Vietnam, and it is also the most successful luxury brand in Vietnam. Owning a car with the three-pointed star logo is the dream of many car enthusiasts. But one notable thing is that Mercedes-Benz is a brand that is especially favored by female customers of different ages and professions.
On the occasion of Vietnamese Women’s Day on October 20th, Tinxe.vn had a conversation with Nguyen Ngoc Trung, a sales consultant at a Mercedes-Benz dealership, who is also one of the outstanding salespeople, with a knack for beautiful female customers who own a Mercedes-Benz.
In the conversation, Trung revealed many interesting insights related to the buying habits of luxury assets, including cars, that are traditionally considered the realm of men.
Hello Trung! How long have you been associated with the three-pointed star brand?
I have been in love with Mercedes-Benz for over 4 years. Prior to that, I had worked for the American car brand Chevrolet.
Are there any differences between female customers of Chevrolet and Mercedes-Benz?
There are many differences between the two brands, as you may know, between Chevrolet and Mercedes-Benz. On one hand, Chevrolet is a mainstream American brand, while on the other hand, Mercedes-Benz is a famous luxury brand originating from Germany. American Chevrolet cars emphasize ruggedness, agility, and spaciousness.
German luxury cars, on the other hand, appeal to consumers with their rich heritage, elegant beauty, both inside and out. They come with user-friendly and aesthetically pleasing cabins, smooth leather seats, advanced technology, and high-performance engines.
At Chevrolet, I mostly worked with male customers and occasionally had female customers, but it is the women who make the quick decisions when it comes to buying a car.
With Mercedes-Benz, it is the opposite. I work and interact with more women than male customers. In most families, the decision to buy a car lies with the wife (accounting for 70-80% of cases). Even single female clients tend to make quick buying decisions compared to men, making it easier to sell cars to female customers.
For example, not long ago, I had the pleasure of working with a female client. Her husband preferred Toyota for its reliability, but she preferred Mercedes-Benz. The client bought a GLC 200 secretly, as she wanted to surprise her husband. Even on the day of delivery, she came alone. Later, she told me that her husband was pleasantly surprised with the brand new car she had bought.
What is the youngest and oldest age of a customer you have sold a car to?
In the past, buyers of luxury cars in general, including Mercedes-Benz, were usually over 40 years old. This is partly due to economic reasons. Middle-aged individuals are at their peak in terms of careers and financial capabilities, enabling them to afford high-value assets and enjoy a higher level of luxury. Furthermore, German cars like Mercedes-Benz or Lexus tend to have a more mature design with a focus on comfort for rear-seat passengers rather than the driver.
However, in recent years, Mercedes-Benz customers have been getting younger. We are not only seeing buyers in the age range of 30-40, but even individuals as young as 20-21 already own Mercedes-Benz cars. Young people nowadays are highly capable, able to make money quickly through new and dynamic professions such as celebrities, key opinion leaders (KOLs), technology and marketing experts, content creators, etc.
The youngest customer I had the pleasure of serving was born in 2003, while the oldest customer was a lady in her 50s who purchased a Maybach.
Among Generation Z customers, has there been any particular individual that left a strong impression on you?
There was a very young female customer who works in the hotel industry. She is only 20 years old, but very decisive. She called me at 5 pm expressing her desire to buy a GLC 300 for work purposes, and very quickly, just 1 hour later, she arrived at the dealership to see the car.
Unlike other young customers, she came alone, without her parents for advice. After a few minutes of conversation, she decided to purchase the new generation GLC 300 with additional accessory packages. It was truly quick! I sold the car in the fastest time ever, within less than 2 hours from the first phone call with the customer.
Not only her, but I also see that Generation Z has a different mindset and thinking compared to the past. The buying and selling process is more open, without the mindset of only considering Japanese or Korean cars for their durability and cost-effectiveness. They have a desire to enjoy life more. Their first car can be a new German car, with quality, safety, and a sense of personal image.
Some people believe that female customers buy Mercedes-Benz mostly because of the brand. What do you think about this viewpoint?
As someone who has been selling Mercedes-Benz cars for a long time, I find this opinion quite accurate! However, the brand alone is not enough. In reality, in recent years, Mercedes-Benz has undergone significant changes. It not only brings together many advanced driving-assist technologies, but the car designs have also become more elegant, sophisticated, and attractive to female customers. Moreover, the electronic features in Mercedes-Benz cars are now more prominent compared to earlier models, closer to technological products, user-friendly, while still retaining a sense of elegance and luxury.
Besides the brand’s quality reputation, what other factors do female customers pay attention to in a luxury car?
Most female customers love a beautiful and responsive dashboard. In addition to the wood details and interior lighting, the dashboard in modern cars is more advanced, and almost all features and functionalities are operated through a touchscreen, reducing the number of physical buttons compared to previous car models.
Some ladies are interested in learning about the vehicle’s performance features, but they are in the minority.
Thank you, Trung, for participating in this interview!
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