Case study: how Mercedes-Benz UK achieved best market share ever while bridging a skills gap

by Mar 30, 2017Case studies

Logos-Mercedes-Benz-Trucks-Case-Study
Mercedes-Benz Trucks UK has taken an innovative approach to training which has yielded impressive results. The company has increased its market share in the truck sector and seen a 78% retention rate of trained employees since 2011, with 16% of those coming through the programme being female. In addition, the average age of sales executives in the truck division has lowered by nine years since the programme was launched meaning that Mercedes-Benz has managed to put a succession plan in place to meet a real business need.
Mercedes Benz Trucks UK
Date 2016
Region Buckinghamshire
Size 4700 employees
Sector Retail

%

trained employees retained since 2011

weeks in training programme

%

female programme participants

years' age reduction of sales execs

Skills shortage identified

In 2010 Mercedes-Benz UK realised it needed to address a future skills shortage based on the predicted retirement age of its truck sales network. The result was the creation of its Truck Sales Executive Training Programme which opened up the recruitment process to those with no previous sales or automotive experience in order to meet the skills gap and increase its market share in the sector.
Mercedes-Benz-Trucks-UK-2
Mercedes-Benz-UK-Trucks-1
The 26-week intensive training programme includes both on and off the job training and covers parts, service, finance, sales and after-sales techniques. Applications come from far and wide, with the current cohort ranging from beauticians to financial analysts.
Mercedes Benz Trucks
‘We took a slightly different approach with the recruitment for this programme; rather than looking for people with specific truck sales experience, we focused on candidates who had some customer service experience, demonstrated the right attitude and most of all, displayed a passion for joining the brand and immersing themselves in the products.’

Matthew McGrattan, Truck Training Specialist, Mercedes‑Benz Trucks UK

‘This programme was the first of its kind in the industry, as far as we are aware, and as an organisation, we are very proud of it. The programme was created to ensure succession planning and longevity for our Truck Business, encouraging people from all walks of life and industries to join us and experience trucks. The diverse backgrounds have resulted in a broader range of skills and experiences and has reduced the average age of our sales executives from 53 to 42.’

Vincente Connolly, Director National Sales, Mercedes‑Benz Trucks UK

Unique customer approach

Today, customers are becoming less brand-loyal in the automotive sector. An important part of the training focuses on the customer journey ensuring that customers receive expert advice about the products and services along with a great customer experience. A unique element of the training is that the trainee must learn to drive a truck and gain an HGV licence. This approach means that once trained, the sales person has not only got the product knowledge, but can also take the customer on a test drive allowing them to build a strong relationship, partnering them throughout the entire sales process.
Mercedes-Benz-Trucks-UK-4
Mercedes-Benz-Trucks-UK-5

Carving a niche in a crowded market

Mercedes-Benz’s ground-breaking approach to training has taken skill levels to a new dimension in the company. By equipping new recruits with in-depth knowledge and skills to best meet customers’ needs it is achieving its strategic goals in a competitive and crowded marketplace.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

HRH The Princess Royal discusses the diverse range of Princess Royal Training Award organisations

In this video series, Kirstie Donnelly MBE, Chief Executive of City & Guilds, talks with our president HRH The Princess Royal about the importance of skills on society, about the role we play as an organisation and about the Awards that we created in her name – The Princess Royal Training Awards – which are celebrating their tenth anniversary.

HRH The Princess Royal discusses the value of City & Guilds to society

In this video series, Kirstie Donnelly MBE, Chief Executive of City & Guilds, talks with our president HRH The Princess Royal about the importance of skills on society, about the role we play as an organisation and about the Awards that we created in her name – The Princess Royal Training Awards – which are celebrating their tenth anniversary.

HRH The Princess Royal discusses the changing world of skills

In this video series, Kirstie Donnelly MBE, Chief Executive of City & Guilds, talks with our president HRH The Princess Royal about the importance of skills on society, about the role we play as an organisation and about the Awards that we created in her name – The Princess Royal Training Awards – which are celebrating their tenth anniversary.

A decade of excellence and a room full of inspiration – Princess Royal Training Awards Skills Share 2025

On 30 April 2025, City & Guilds hosted its second-ever Skills Share event – this time at the stunning Goldsmiths’ Hall in London – marking a major milestone: 10 years of the Princess Royal Training Awards. With over 130 Award recipients in attendance, the event was not just a celebration but a forum for shared learning, inspiration and reflection on what a decade of investment in skills development really means.

Ten Years of the Princess Royal Training Awards

In the tenth year of the Princess Royal Training Awards we take a look back at some of the recipients including Balfour Beatty, Fifty Shades Greener and Pret A Manger to find out what achieving the standard means to them and their organisations.

Case study: OnSide Youth Zones

Hear about Princess Royal Training Award recipients OnSide and their award-winning youth centres in this video.

Case study: Pret A Manger

Hear about Princess Royal Training Award recipients Pret A Manger and their award-winning Pret Academy in this video.

Case study: The Dean Hotel Group and Fifty Shades Greener, our first recipients from Ireland

In this video hear about Princess Royal Training Award recipients The Dean Hotel and Fifty Shades Greener, our first recipients from Ireland.

Highlights from the 2024 Princess Royal Training Awards Ceremony

We’ve captured the key moments of the Princess Royal Training Awards ceremony on 21 November 2024. Have a peek inside Goldsmiths’ Hall in London as we celebrate the 2024 recipients in the presence of HRH The Princess Royal.

Pin It on Pinterest

Share This
Princess Royal Training Awards
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful. For more information see our Privacy Policy.