updated 08:55 pm EDT, Tue May 25, 2010
Tablet will minimize time spent in buildings
Mercedes Benz is reportedly equipping many of its dealers with iPads, according to a Wall Street Journal report. The pilot program aims to reduce the amount of time spent in buildings, as salespeople corral potential customers inside to enter information into desktop computers.
The plan centers around a dedicated iPad app that allows dealers to enter a VIN to bring up special pricing information or potential rebates. The interface can also be used to enter personal information to determine credit information for loans.
"We wanted to bring the mobile revolution into the dealership," Mercedes Benz VP of marketing Andreas Hinrichs told WSJ in an interview. "The iPad is consumer centric but there is a business side to it as well."
The device will also enable dealers to enter information involving the condition of leased cars, rather than using a pencil and reentering information into a desktop computer as vehicles are returned.
"Now I can do it all right in front of the customer and it just gives us more of a sense of credibility," said dealership owner Bernie Moreno.