Mercedes-Benz USA and its dealers are spending about $30 million over the next four years to train 26,000 employees and immerse them in the brand's culture.
Later this year, the first wave of employees will go through a two-day program called the Brand Immersion Experience at the Mercedes-Benz factory in Vance, Ala., near Tuscaloosa.
The investment includes a $6 million revamp of the visitor center at the factory for classroom training, including digital interactive displays.