The auto dealership market is set for a major upheaval over the coming decade as people change the way they search for new cars and the service model is disrupted through greater use of electric vehicles. With this in mind, the client was interested in optimizing its showroom and service network in Dubai, making sure its facilities were in the best locations to serve customers, both now and in the future.

Our study delved deeply into Dubai’s urban growth patterns, changing demographics and drive times to identify the optimal locations for Mercedes-Benz to position over the coming decade. This assessment made heavy use of our GIS capabilities and also mobile phone movement data to understand how customers interact with both the existing facilities and Mercedes-Benz’s competitors.

Understanding how people interact with their city, particually Mercedez-Ben’s target market, and how this may change over time way key to optimising their network.