- EMC launches Daimler AG approved pre-owned car program and dedicated website: www.emcusedcars.ae.
- Used car customer-base change in demographics from 2008 to 2010: Arab expatriates increase 50%, Asian expatriates increase 71% and Western expatriates increase 41%. Emirati customers still remains the majority.
- Young adults in Abu Dhabi and Al Ain penetrate Mercedes-Benz’s pre-owned and approved car market.
Abu Dhabi:- Emirates Motor Company (EMC), the official distributor for Mercedes-Benz in Abu Dhabi and Al Ain and the flagship company of Al Fahim Group, launches Proven Exclusivity, a Daimler AG-approved pre-owned car program, and announces a 50% rise in the pre-owned Mercedes-Benz expatriate population in the capital.
In an effort to keep up with changes in consumer behavior, especially among residents in Abu Dhabi and Al Ain, EMC has announced a Daimler AG approved pre-owned car program called Proven Exclusivity where only cars less than five years old and have been driven less than 100,000 kilometers are included. Details of the program can be found in EMC’s recently launched pre-owned cars website: www.emcusedcars.ae.
“This program ensures peace of mind for our customers who will get the opportunity to buy a manufacturer-backed vehicle that has undergone a complete multipoint check and comes with a 12-month extended warranty,” said Mr. Irfan Tansel, The General Manager of EMC. “Proven Exclusivity will also give new car buyers confidence allowing them to buy-in the knowledge that their car will retain its value during their ownership.”
Among car manufacturers in the Abu Dhabi market, Mercedes-Benz has the highest resale value ranging between 5% and 25% higher than its luxury brand competitors of the same origin. The brand’s known for its exceptional safety features, durable engine, sophisticated technology and quality materials making it a leader among the Abu Dhabi and Al Ain cities this year.
“We have also examined our pre-owned database of customers where an exponential increase in the expatriate population in the last couple of years has been noticed,” he continued. “While the Emirati segment still remains the majority, the Arab expat community has grown by 50%, Asians by 71% and Westerners by 41%.”
The change in demographics is in line with the capital’s economic transformations which illustrated a larger expatriate community flowing into the capital from neighboring emirates and abroad. While Arabic customers with used Mercedes-Benz cars mostly multiplied in 2009, the Asian and Western owners in Abu Dhabi and Al Ain only augmented in 2010.
“Another interesting statistic is the dramatic increase among young adults under the age of 34 who now comprise the largest populace of pre-owned Mercedes-Benz owners in the capital,” he added. In contrast, in 2009, the largest group of used car customers in EMC was between 35 and 44.
Considering customer demographics has helped EMC better understand its customer base, and on a larger scale, the luxury market as a whole. As a result, with the launch of EMC’s approved used car program and website, as well as the recently launched EMC benefits card, the dealership has also introduced a customer satisfaction index for customers to voice their opinions on their experience with the Pre-Owned Car Division at EMC.