MANUFAKTUR individualisation program: Turning individual customer dreams into profitable realities

For many customers, owning a Mercedes is more than just about transportation – it is an expression of individuality and a realisation of their dreams. The ability to fully customise a car plays a crucial role in this experience. To further elevate our position as a leading car manufacturer and keep our competitive advantage in an ever-evolving market, we were tasked to further enhance the MANUFAKTUR cross-brand individualisation program.

We developed a comprehensive proposal for the Mercedes-Benz individualisation program, designing a curated portfolio that includes a range of exclusive options, such as unique color palettes, custom car paints, and personalised interior details, along with pricing structures and anticipated sales volumes. This portfolio was shaped through a combination of external market analysis and internal insights.

Leveraging these insights, we calculated a holistic business case to ensure the financial viability of the program. In addition, to guarantee an exceptional customer experience, we helped to define a new point of sale concept—featuring an advanced visualizer for the individualisation options—and optimized the end-to-end customer journey. Collaborative workshops with our clients allowed us to streamline the process, minimizing waiting times, offering exclusive insights into craftsmanship, and ensuring the efficient realisation of each customer’s desires.

This project laid the groundwork for elevating the Mercedes-Benz MANUFAKTUR individualisation program to the next level. By refining the portfolio to meet customer aspirations and delivering an unmatched brand experience, we set Mercedes-Benz on the path to cater to the sophisticated demands of our customers. Moreover, the streamlined processes introduced through this project enhance operational excellence and ensure that every aspect of the individualisation journey reflects the brand’s commitment to quality.