Mercedes-Benz Trucks has completely renovated its existing customer center and redesigned it as a “Customer Experience Center” (CEC). The aim is to focus even more strongly on customers and bring the brand and products to life. After just three months of planning, the renovation project got underway while the center remained open for business. Within around five months, a total of 14 different trades carried out all the construction work, from new flooring to custom-made furniture. The result is a modern space that combines meeting, consulting, and presentation areas. “The new Customer Experience Center is an expression of our attitude: we consistently put the customer at the center of everything we do,” says Jean-Marc Diss, Head of Global Sales & Marketing Mercedes-Benz Trucks. “Here, we combine our history with a look to the future.”
With the new Customer Experience Center, Mercedes-Benz Trucks is highlighting its strategic orientation: Customer proximity is not only formulated as a guiding principle, but also implemented in a tangible way in the Customer Experience Center. At the same time, the new center stands for a consistent international brand image based on reliability towards customers and partners, clearly conveying the values of reliability, partnership, and progress.
Experience rooms with a clear brand identity
The redesign encompasses all central areas of the CEC, taking into account the updated brand values of reliability, partnership, and progress, as well as the reaffirmed promise of “Trucks you can trust.” In the entrance area, a large-format LED wall welcomes visitors alongside a historic truck from 1896, a symbol of innovative strength for almost 130 years. From here, visitors enter the Brand World, where large-format light boxes against a deep black background impressively present the new brand values.
The History Wall leads from there over a distance of 20 meters to the restaurant – a chronological tour through the company’s history with exciting stories from the present to the past, back to the first Daimler Truck in 1896.
Innovative themed worlds at the center
To the right of the foyer is the entrance to the approximately 600-square-meter eActros 600 Experience World. There, visitors can experience firsthand how Mercedes-Benz Trucks is driving forward electric mobility and future technologies.
Modern meeting rooms and a new catering concept
Two newly designed, light-filled meeting rooms with modern conference technology and high-quality furnishings offer the ideal conditions for discussions in a prestigious setting.
At 1,400 square meters, the Truck Lounge is the largest room in the Customer Experience Center. The former premises of the “Restaurant am See” have been completely redesigned: a central rotunda with an integrated barista bar forms the heart of the space, complemented by a fresh furnishing concept and modern lighting design. Tables and seating areas are arranged along four selected truck exhibits, allowing guests to become an immediate part of the brand world while eating or working. A container in the style of the “RoadStars Inn,” which is visually and thematically based on the Mercedes-Benz Trucks Community RoadStars, echoes the look of a long-distance truck stop or rest area – similar to a small café or clubhouse – thus building a bridge between the everyday life of professional drivers and the brand experience on site at the CEC.
Large and small light rings visually structure the height of the room; parquet, carpet, and rubber floors, as well as spruce wood surfaces, together with color-varied lounge furniture and lush greenery, create a varied atmosphere for lingering, discussing, or informal work — open Monday through Friday from 7:30 a.m. to 4 p.m.
World of Partnership creates visibility for partner companies
The centerpiece of this area is the approximately 70-meter-long wooden shelf with presentation boxes from a total of 17 partner companies, such as suppliers and body manufacturers, as well as an integrated coffee bar as a meeting place for visitors.
25 years of the Industry Information Center (BIC): a symbol of active partnership and customer focus
The BIC is part of the customer and information area of Mercedes-Benz Trucks at the Wörth site and is used, among other things, to advise, present, and demonstrate truck solutions for customers. For a quarter of a century, the BIC has stood for individual advice, tailor-made transport solutions, and continuous exchange with our customers. With more than 67 partners, it is a place where technological innovations can be experienced and where partnership-based cooperation is the focus.
New brand film: “Because you are never alone”
The new brand film “Because you are never alone” can also be seen on site. It illustrates that Mercedes-Benz Trucks goes far beyond pure engineering – it’s about humanity, trust, and solidarity. The film tells the story of a truck driver who spends most of his time on the road, focusing on the people behind him: family, friends, and companies that support, strengthen, and enable his work.
The film is a tribute to everyone who keeps transportation running and underscores the Mercedes-Benz Trucks brand promise: reliability, partnership, and progress – around the clock. It makes it clear that progress lies not only in technology, but above all in the way we connect with the people who move the world.
