Mercedes-Benz enhances the experience in new showrooms with premium sound.

Swedish speaker manufacturer Audio Pro supplies wireless speaker systems to Mercedes-Benz's new showroom concept in Sweden and Denmark. Music will be part of the new, more exclusive garage concept that includes both premium interior design and technology.


Mercedes-Benz has begun working on strengthening the brand with the help of a concept called MAR20X, which intends to enhance the customer experience outside the dealer network so that the marque will be perceived even more clearly as a premium brand. This strategy means, among other things, that all facilities will be rebuilt with a completely new concept, loaded with new technology and new customer processes for the industry. Music will be part of this overall concept.
The Swedish speaker manufacturer, Audio Pro was contacted by Joakim Hansson, CEO at Digital Business Partner, who in discussion with Mercedes-Benz Sweden suggested that part of this premium experience should be created with the help of sound. Joakim Hansson thought the Audio Pro Business range would be a perfect match for this. "We believe a premium brand should naturally use premium sound," explains Joakim.
Björn Glantz, concept manager at Mercedes-Benz Sweden/Denmark says; "We wondered if it would be disturbing to have music playing in the background, but we evaluated this with a trial installation, and it turned out the opposite was true: it was perceived as only positive, enhancing the overall experience. Our new concept uses materials that create a very pleasant working environment in terms of sound conditions inside the showroom. But an environment that is too quiet can in some cases be experienced as more difficult to hold a conversation in. Music, on the other hand, creates good conditions for a more inviting, relaxed dialogue between customers and staff. Here, Audio Pro Business becomes an important component in creating a favorable environment for conversation."

Five of the Mercedes-Benz stores in Sweden and Denmark have already installed Audio Pro Business wireless speaker systems in their showrooms. And during 2023, installation is planned in five more dealerships. Joakim Hansson explains; "The sound is an option to the regular concept, not a contractual requirement on the part of Mercedes-Benz. But those responsible at the facilities quickly understand the effect sound has on the overall experience of the customer area, and since the cost is not particularly high, it is therefore a fairly simple decision to choose to add this sound solution".

Björn Glantz also confirms that the cost feels low in relation to the profit you make: "The products are very cost-effective when you think about the effect you get from the experience in relation to what it actually costs to install these speakers. Using Digital Business Partner and Audio Pro ensures that we get a sound reproduction that is even and pleasant across the entire customer area, an absolute requirement on the part of Mercedes-Benz.” Björn concludes by commenting; "You could say that the sound is part of a concept that you can certainly live without, but once you've tried it, you don't want to be without it."