Mercedes-Benz Dealers Use Apple iPad To Sell Cars

FARMINGTON HILLS, Michigan — Mercedes-Benz Financial is helping dealers be the first in the auto industry to use the new Apple iPad in their sales process. This is an extension of a successful mobile strategy: the company already has a program that lets customers make car payments via their mobile phones.

Each iPad will be loaded with Mercedes-Benz Financial's software that gives salespeople instant access to marketing programs for different models and quickens the credit approval process. The company says the iPads will also cut the amount of time it takes to process a returned lease vehicle by allowing the task to be done wirelessly in front of the customer without leaving the parking lot or showroom floor.

"We see the iPad providing wireless mobility, information and flexibility on the showroom floor. The iPad will provide a competitive advantage to our dealers by increasing their service levels through a more flexible financing process," said Andreas Hinrichs, vice president of marketing for Mercedes-Benz Financial.

Mercedes said it will start by distributing iPads to 40 select dealers who will monitor usage and collect feedback for potential improvements. It will then make any necessary changes to the mobile device before potentially switching over all dealerships to the system later this year.

Since it launched its iPhone app last October, Mercedes-Benz Financial has had more than 13,000 downloads.

Inside Line says: Mercedes finds a very practical and efficient use for Apple's versatile iPad. — Mike Lysaght, Correspondent