Mercedes Benz Ltd., German premium carmaker, has started selling its limited edition smart car on Sina Weibo, China’s largest microblogging service, China Daily reports.
This special edition car has been designed in co-operation with the Chinese jewelry designer Wan Baobao, giving bright yellow and deep blue color to the car along with snake-shaped logo tag, to celebrate the upcoming Year of the Snake on the Chinese zodiac.
The company is selling 666 units at $12,700 (RMB128,888) each.
The company has launched a Weibo app for efficient sales and purchase of the cars.
“It is the first time an automobile brand is offering its products in such an innovative sales approach,” Daniel Lescow, head of Mercedes-Benz China’s smart vehicle division, told China Daily.
A Mercedes-Benz VP also pointed that the sales are not the only purpose but to engage a large number of customers is also the aim behind launching the car on Sina Weibo having 400 million users.
“It is a new way to engage with consumers and is the first time that our customers will get the complete experience of using social media to do a variety of things, ranging from communications to purchasing cars.” Mao Jingbo, its vice-president, said.
The company has also used other creative techniques to increase the sale of its products such as a group buy on Alibaba’s Taobao and a special edition release on 360Buy.
According to the company, Smart Car sales grew 45% in China in 2012 to a total of 15,680 vehicles.