Challenge

Mercedes-Benz USA (MBUSA) was challenged to increase sales of Genuine Mercedes-Benz Parts from its dealer network to independent repair shops by capturing market share from aftermarket parts suppliers. The target percentage increase of parts sales was 9% nationwide over the previous year.

Strategy

Construct an industry-leading wholesale parts marketing program that trains dealers how to establish a successful wholesale parts operation, and then provide marketing tools and support to reward those dealers that commit the necessary infrastructure resources. J.R. Thompson Company first worked with MBUSA to survey the dealer network and then conduct a pilot of the program with four key dealers to determine the features.

Result

MBUSA succeeded in surpassing its goal, increasing parts sales by more than 9% over the previous year. There are now over 150 dedicated parts wholesaling dealers on the program, which continues to be managed by J.R. Thompson Company and Mercedes-Benz USA.