Daimler Tests Online Car Sales

Daimler AG has launched a Web site that enables shoppers in Germany to lease a fixed-price Mercedes-Benz car online, The Wall Street Journal notes.

The company says it intends to test the same concept called Mercedes-Benz Connect Me in Poland early next year. Daimler may expand into other markets if results are good.

The test in Germany offers a choice of four pre-configured small cars: the A-Class sedan, B-Class hatchback, CLS sedan and CLA wagon. Deliveries will be coordinated through a Mercedes-Benz dealership in Hamburg.

Daimler says the scheme targets young, media-savvy consumers who value speed and convenience over the ability to choose features and bargain over price. The company points out that, because the program offers a fixed list of options, buyers can take delivery much quicker than is typical in Europe.

The company insists the program complements rather than competes with its existing dealer system. Other carmakers, including BMW, General Motors, PSA and Renault, also have tested online selling systems in which vehicles may be selected online for delivery at a dealership.