Automotive Industry

Be nice, Mercedes tells global sales team; Regarded as 'arrogant,' the carmaker spends [euro]50 million to retrain organization.

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Byline: Jason Stein

Mercedes-Benz's global sales and service teams have been given a direct order by the carmaker: Be nice to customers.

The German premium brand has spent [euro]50 million on a training program that will have reached 14,000 people when it ends next month.

Mercedes calls the program a "customer care offensive." The training is part of Mercedes Car Group CEO Dieter Zetsche's plan to boost the

carmaker to No. 1 in customer satisfaction surveys.

The program for all Mercedes dealers began in January and will last until April.

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"Mercedes ...