MBCA - MBUSA Dealer Presentation

A Brief History

1951 300 Sedan

Prior to 1952, only 34 new Mercedes-Benz automobiles were registered in the United States, but enthusiasts were thinking of forming clubs.
In 1955, Dr. Milton J. Allen of New Jersey petitioned Daimler-Benz for permission to use the name and trademark.
In 1955, a group in Chicago formed as the American Section of the Mercedes-Benz Club of Great Britain.
Both groups established clubs, were chartered in 1956, and grew to 500 members in 19 states by 1957. In 1959 they merged to form a single national club.
MBCA and the Mercedes-Benz dealer networks (Hoffman Motors, Mercedes- Benz Sales, Inc. with Studebaker-Packard, MBNA, and MBUSA) have grown
and built their organizations in parallel.

1959 190 Sedan

In the early years, MBCA was the main source for technical support and assistance for Mercedes-Benz owners—especially during the years when Studebaker-Packard dealers attempted to service the cars.
MBCA created events that built enthusiasm for the brand and did a lot to create the “buyer loyalty” that many owners have today. We still build enthusiasm for Mercedes-Benz vehicles and dealerships.
MBCA has provided a variety of events and activities that encourage members to appreciate the features of their Mercedes-Benz vehicles.

Affiliation with Daimler-Benz/Daimler-Chrysler

Although MBCA is not an affiliate of MBUSA or DCAG, the club works collaboratively with MBUSA and does have the right to use the star and the laurel in the club logo.
Since its inception in 1956, a Mercedes-Benz representative has provided liaison in support of the club’s functions, activities, and business affairs. Our liaison is now Valentine O'Conner at MBUSA, Montvale, NJ.
MBUSA and DCAG have supplied generous quantities of historical and technical information, and assistance throughout our parallel histories.

MBCA Organization

MBCA, Inc. is headquartered in Colorado Springs, CO.
MBCA has ~ 21,000 members including Canadian and International members. We are the largest Mercedes-Benz Club in the world!
MBCA has over 80 local “Sections” that range from about 50 members to about 1,600 members.
MBCA charters the local sections, although they are also non-profit organizations in the states where they incorporated.

New Cars

Classic Cars

MBCA Publications and Communications

MBCA publishes its national magazine, The Star, six times a year. The “new cars” feature is always very popular, as are the latest technical developments features.
MBCA’s website is at http://www.mbca.org
Local Sections publish their newsletters monthly, bi-monthly, or quarterly. Here are 4 of 88 Sections’ newsletter mastheads.

MBCA Events

National Events:
- StarFest (even-numbered years)
- StarTech (odd-numbered years)
  Gemütlichkeit, Tri-O-Rama, Southern Treffen, Western Caravan, StarTrack, StarTrails (odd-numbered years).
- Driving Events include:
  - Driver Programs: defensive driving instruction; performance driving instruction; autocross; acceleration runs; time trials
- Technical Events include:
  - Technical Seminars, Demonstrations, Tours, Panel Discussions and MBCA On-line Forums
Regional Events that are supported by MBCA. All of these hold some types of competitive activities.
The club holds more than 300 events, meetings, and activities per year.
Local Sections often work with dealers in their areas to refer members, as well as non-members, to purchase vehicles, parts, and service. In addition, some will work with their dealers to present technical events, get members to new car “Salon Shows,” and host local, regional, and national board meetings.

Chicagoland Section supports the start of the Historic Route 66 MBCA 50th Anniversary Tour. This tour brought 175 Mercedes-Benz vehicles and 315 members on the “Mother Road” from Chicago to Santa Monica, CA. We ended our tour at the MBUSA Classic Center in Irvine, CA. 46% of the cars were “Classics.” The oldest was a 1953 300S Coupe, the newest a 2007 S550	Virginia Section members awaiting a ferry after an event
Mile-High Section at a club Concours d’Elegance	Central Oklahoma Section members at McPherson College, Wichita, KS, admiring a Benz Patent-Wagen provided by MBUSA

Some Myths about MBCA Club Members

They are a bunch of folks who drive old Mercedes-Benz cars (probably diesels) and thus, don't buy new cars from dealers.
They only want discounts.
They only have their cars serviced by independents.
They are always in dealerships asking for "gifts, door-prizes, or donations."

Pikes Peak Section member’s car on display This is a “Car of the Month” feature at Phil Long Mercedes-Benz in Colorado Springs, as part of a regular collaboration between the local club and the dealership.

Seattle Section Technical Event at Phil Smart Mercedes-Benz in Seattle. Clubs regularly bring in members at these Technical Events with their local cooperating dealers.

Some Facts About MBCA Members

32% own Mercedes-Benz vehicles that are less than 5 years old.
15% own Mercedes-Benz vehicles that are 6-10 years old.
33% own Mercedes-Benz vehicles that are 11-20 years old.
15% own“Classic” Mercedes-Benz vehicles that are more than 21-30 years old.
18% own “Classic” Mercedes-Benz vehicles that are more than 31 years old.

NOTE: Many members own multiple cars, so the totals exceed 100%
.

Other Facts About MBCA Members

Some are genuinely "difficult to work with." Some are not always dressed appropriately, some don't make appointments, and a few have "an attitude." Not all truly "represent" the club, but they are the face that dealers see. Again, some come into dealerships expecting "freebies" without any sense of how they can help meet the business needs of dealers - to build sales and a strong, loyal customer base.
Some of them do go to independents, but this can occur when dealers may not want to service vehicles that are more than 10 years old. Recent data from a large section shows that 2%-3% of our members are "Do-It-Yourself Mechanics." Still, a large portion of our members prefer to go to their Mercedes-Benz dealer, rather than to independents or to "Do-It-Yourself."
As you can see from above—members do not all drive old diesels or classic cars. MBCA is one of two Mercedes-Benz clubs worldwide that has nearly 80% of their members owning newer vehicles! We are not exclusively a "classic car club."

What MBCA Can Do for Dealers

Bring highly motivated and enthusiastic Mercedes-Benz members into dealers’ showrooms for events, such as the annual new car Introductions (“Salon Shows”) in the Fall or at special events in dealerships throughout the year.
Hold technical events, show off their service departments, and invite members to public events (such as a recent launch of Gentry Magazine at a dealership).

The San Francisco Bay Area Section worked with one long-established dealer to hold presentations on the European Delivery Program. They had 38 people attend a presentation and 18 people bought new vehicles within a few months after the presentation.

MBCA and its many sections are ready and interested in working with you to create events that address your business needs and bring club members into your dealership who are brand-loyal, Mercedes-Benz enthusiasts!
MBCA brings members into dealerships through the "Loyalty Reward Program" sponsored by MBUSA. It provides incentives to club members to buy/lease new, pre-owned, or used Mercedes-Benz vehicles through their authorized Mercedes-Benz dealer or other licensed automotive dealers. MBUSA setup this program with MBCA in June 2006.
Who wins? Everyone! Club members get a great return on a Mercedes-Benz. Dealers get club members into their showrooms to buy/lease cars and to their parts & services facilities to make purchases. MBUSA and Daimler AG gain sales and improve their market share. A win-win-win!
MBUSA invests over $1 Million per year in MBCA! The MBCA organization is dedicated to supporting the brand. It is a perfect vehicle to meet the new MBUSA Customer One initiative.
Mercedes-Benz dealers can use this as an opportunity to work the Mercedes-Benz enthusiasts in the Mercedes-Benz Club of America.

What MBCA Can Do for Dealers

Collaborate with Mercedes-Benz dealers in promoting special activities and events through local Section newsletters and at club meetings.
Run “feature articles” in local Section newsletters about dealership services, events, and programs. (These feature articles are typically written for dealers who advertise in the local Section newsletter.)

Provide a means to do “targeted advertising” to enthusiasts through the local Section newsletters and through our national publication—The Star.
An article in AutoWeek (January 4, 2007) stated: "Auto dealers whose stores sell lots of accessories should make friends with enthusiast." MBCA has over 21,000 enthusiasts in over 80 local clubs.

How MBCA and Dealers Can Work Together

MBCA can promote dealerships and their products and services in local Section newsletters and at club events (locally, regionally, and nationally).
Dealerships can support MBCA by displaying club information and applications, advertising in the local newsletter, providing special services to club members, and continuing to support those times when we do come in asking for door-prizes, gifts, or donations.
Establish relationships between local club leaders and local dealerships so that mutually beneficial activities can come from having effective communications and mutual trust.
Dealerships, MBUSA, and MBCA can support the "Loyalty Reward Program" that provides incentives for MBCA members to buy/lease new vehicles from their authorized Mercedes-Benz dealer and for new car buyers to join MBCA.

Open Discussion

What would you like to explore with MBCA?
How can we build the relationships that support both of our organizations?
To make arrangements with your local Section of the Mercedes-Benz Club of America, contact:
David Cummings
Executive Director Mercedes-Benz Club of America, Inc.
719-633-6427 (phone) 719-633-9283 (fax)
David will help you contact the leaders of a Section near your dealership to work with you.