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The German manufacturer has a target of selling 25% of all its new cars online by 2025, up from less than 5% today. However, Seeger stressed that online sales will still require interaction with a dealer in at least 80% of cases.

“It wasn't easy," said Seeger in reference to the pilot scheme, "but as we look to integrate seamless retailing, we have to be in a position where we have one price across all our platforms, as we are not interested in driving margins down.
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"To do that, we need to completely reorganise our model, and while our trial wasn't simple, it has shown that it can work for customers and retailers.

“Retailing is changing, and whatever we offer must be hassle-free. That might not be an easy point to reach, but our perspective is very much the future, and that means some difficult decisions that we must take now in order to be in a strong position. The model is different but still profitable for the dealers.”

Asked when the trial could be rolled out in other countries, Seeger would only say “we will see”, but she confirmed that it's a model Mercedes plans to pursue across all territories in the future.