MONTVALE, N.J. — Since his arrival at Mercedes-Benz USA 13 months ago, CEO Ernst Lieb has remade the sales and marketing organization and hand-selected three of his four top lieutenants.
The brand has been hurt by quality problems, but Mercedes-Benz executives say the quality of the recently launched C class and other new models is again world-class. Lieb says that to maintain momentum and truly focus on customer satisfaction, Mercedes-Benz USA has to undergo a culture change.
"The approach is clearly inside-out," Lieb says. "If we want our dealer body and the face to the customer operating most efficiently and productively, we have to first get our house in order."
Lieb says Mercedes is tackling that goal. The company has slashed employees and costs, launched quality programs and added training for Mercedes and dealer personnel. This month, Mercedes-Benz restructured its dealer margin to emphasize customer satisfaction and quality.