FLEX strategy supports customer experience
The GLC preview follows the rebranding of Mercedes-Benz Thailand’s financial and after-sales services under the FLEX Campaign, which is designed to give customers greater flexibility and more peace of mind throughout the ownership experience.
Mercedes-Benz reported a positive response in August 2026, with online leads rising by 188% and leads assigned to authorised agents increasing by 181% compared with July.
The company has also restructured list prices across 11 existing models, including vehicles in the C-Class, E-Class, GLC, GLE and GLS ranges as well as Mercedes-AMG models.
The reductions range from THB100,000 to THB1.03 million, representing a broad repositioning of the existing line-up rather than a discount on one particular model.
Against a backdrop of higher fuel costs and increasingly intense competition in Thailand’s automotive market, Schell sees long-standing trust in the Mercedes-Benz brand as an important advantage.
Referring to Mercedes-Benz’s familiar three-pointed-star emblem, he highlighted the company’s long history and customer loyalty.
“The three-pointed star represents generations of trust and aspiration. We have an exceptionally loyal customer base who value our engineering and safety standards.”
Schell also pointed to the company’s financing options, authorised-agent network and local spare-parts availability as strengths in a market where established brands are facing growing competition.
“We are invested here, producing locally, and here to stay. Rather than worrying about competitors, my priority is ensuring our customers remain delighted.”
Mercedes-Benz is also expanding its local manufacturing commitment. The electric CLA is assembled in Thailand with a locally produced battery, while the electric GLC will follow the same approach, with more locally produced models planned.
