News and Events: MBM Mid-Year Media Briefing 2018

Mercedes-Benz – The Interpretation of a Leading Luxury Lifestyle Brand

Mercedes-Benz – The Interpretation of a Leading Luxury Lifestyle Brand

  • Mercedes-Benz Malaysia affirms its luxury lifestyle claim with continued investment into offering fascinating products, inspiring service and passionate brand experiences.

  • Customer Services at Mercedes-Benz, previously known as Aftersales, emphasises care for the customer at the forefront with a renewed focus on the customer journey.

  • Mercedes-Benz has delivered 6,790 units to its customers in the first half of 2018, a 15 per cent increase over the same period in the previous year and a new best ever result for the first half of a year.

  • Committed focus to the customer-centric strategy ensures that Mercedes-Benz Malaysia maintains its market leadership position in 2018 with market share of 2.5 per cent and carries momentum into the second half of the year.


Kuala Lumpur, 6 July 2018 – Mercedes-Benz Malaysia (MBM), the world’s foremost luxury lifestyle brand underlines its No. 1 position in the premium automobile market. This position is attributed to delivering the Best Products, the Best Services and nothing but the Best Customer Experience. With a renewed focus on the customer journey, MBM continues to deliver the utmost in customer care aligned with placing the customer at the center of all activitites.


“Care for the customer is a core principle for us at Mercedes-Benz Malaysia.Our rebranding of the aftersales department as Customer Services is thus a natural continuation of our long-term strategy of keeping our customers at the centre of our activities. Together with our extensive, professional and strategically expanding dealer network, we committedly and consistently place a significant focus on the customer journey,” said Mercedes-Benz Malaysia, President and CEO, Dr Claus Weidner.


Customer Services, a rebranding of Mercedes-Benz’s Aftersales department, consistently extends its commitment to the market with the necessary presence, coverage and capacity alongside skilled talent to deliver the best Care to Mercedes-Benz customers and fans. There are currently a total of 31 service centres with 5 body and paint centres nationwide – represented by over 480 highly-trained staff to deliver superior customer service.


Committed to creating Experience beyond Expectation with products and packages, Customer Services details maintenance packages with replacement of certain wear and tear parts as an optional inclusion. These are the Compact Maintenance and Agility Compact packages for the first four years of ownership, while the StarCare Maintenance Package is available for the 5th, 6th and 7th year of ownership.


The scope of these packages can be individually tailored for a set list of wear and tear parts, creating the Compact Plus Maintenance, Agility Compact Plus and StarCare Maintenance Plus Packages Extended limited warranty is now available for purchase for the 5th or 5th and 6th year of vehicle ownership. This package is aimed at ensuring Mercedes-Benz vehicles outside the standard warranty period provided upon vehicle purchase are carefully maintained for optimum running condition and safe motoring.


Additionally, Customer Services proudly announced the graduation of the Mechatronic 13 class of 2018 from the Mercedes-Benz Malaysia Training Academy. As of now, a milestone figure of 827 trainees have graduated from Mercedes-Benz Malaysia’s local vocational training programmes alongside ongoing C-management certification – creating leaders in customer services empowered with the management acumen to ensure the best Customer Services throughout the customer journey.


In the first half of 2018, the dealer network registered a service volume of 71,650 in 31 service centers, an increase of 16 per cent over the previous year, while continuing to uphold the highest standards of Customer Satisfaction Index (CSI) which are a benchmark in Southeast Asia. Mercedes-Benz Malaysia Corporate Communications “We are proud to announce the official rebranding of Customer Services from aftersales as part of our ongoing commitment to the enhancement and expansion of our products and services. With this, we underline our emphasis on customer centricity and our commitment to superior service, a result of our passionate customer-focused DNA. We appreciate the trust and loyalty placed in us by our customers thus far, and hope to provide convenience and peace of mind in their ownership experience with the best care we can offer along the customer journey,” said Heinrich Schromm, Vice President, Customer Services, Mercedes-Benz Malaysia.


Along with these customer service initiatives of the leading luxury lifestyle brand, Mercedes-Benz Malaysia continues to upgrade, diversify and expand customer touchpoints with the launch of the upgraded NZ Wheels Klang Autohaus, Auto Commerz Service Centre and Hap Seng Star Puchong South Autohaus. The launch of the interim Auto Commerz Service Centre, which also offers Service Differentiation, was followed up by the Service Clinic program which took place in NZ Wheels Klang in May 2018, Hap Seng Star Iskandar in June 2018 and due to be carried out at the Auto Commerz service centre in September 2018.


Mercedes-Benz Malaysia recently expanded its network to include the Hap Seng Star Puchong South Autohaus, a 3S centre which brings the Hap Seng Star presence in Malaysia to a total of 10 locations. Therefore, the total network coverage of Mercedes-Benz stands at 34 Autohauses – the largest premium network coverage in the country.


Mercedes-Benz Services Malaysia (MBSM), which recently celebrated the fiveyear anniversary of providing tailored financial and insurance solutions, has continued its growth trajectory in the first half of 2018 with a serviced portfolio of over RM 2.5 billion and continues to finance and insure 4 out of 10 Mercedes-Benz cars sold in Malaysia. In addition, MBSM has further expanded its product offerings by launching Drive 360 Plans that combine Agility financing, service packages and insurance in one simple monthly payment.


Enhancing the current service standard of finance and insurance products, customer car loan decisions at MBSM can now be undertaken in seconds through the implementation of a newly automated underwriting process for loan applications upon receipt of a complete set of required documents. Within one month of introduction of this service, MBSM was processing 15 per cent of applications via this efficient and convenient method.


To diversify its funding sources in anticipation of further growth prospects in the local market, MBSM recently issued a RM 3 billion corporate bond program in Malaysia. MBSM received a credit rating of AAA by the independent credit rating agency RAM and its first issuance of RM 250 million of the bond program has been comprehensively taken up by local investors.


With the aim of constantly improving the exemplary product lineup, the success story of the first half of 2018 saw also a strategic diversification of the product portfolio to cater to increasing and varied customer demands. Mercedes-Benz Malaysia launched a pair of locally-assembled high performance automobiles, the Mercedes-AMG C 43 and Mercedes-AMG GLC 43. Supporting this introduction was the first AMG Brand Training for sales and Customer Services outside of Germany recently - demonstrating the increasing commitment in offering comprehensive support for the World’s Fastest Family. The launch of the EQ brand shows a concerted effort towards future mobility which saw the re-designation of the C 350 e and E 350 e plug-in hybrids as EQ Power models alongside further expansion of the EQ charging network.


Offering exclusive experiences to complement the best products and services, Mercedes-Benz Malaysia hosted a number of lifestyle activities for customers. The Mercedes-Benz EQ Brand Exhibition, which also marked the local and regional premiere of the Mercedes-Benz Concept EQ, and the first ever Mercedes-Benz Fashion Week Kuala Lumpur (MBFWKL) were highlights of the year. The latter marked the occasion of Kuala Lumpur joining the elite circuit of Mercedes-Benz fashion week events in New York, London, Paris & Milan.


MBFWKL 2018 was hosted over four glamorous themed nights representing the four product portfolios, namely Compact Cars, Limousines, SUVs and Dream Cars. This inaugural MBFWKL brought together the biggest names in local, regional and international fashion circles including Julien Macdonald, Thomas Wee, Francis Libiran, Boggi Milano, and Celest Thoi. Mercedes-Benz Malaysia meanwhile hosted ongoing experiences highly anticipated by customers and fans such as the 28th edition of the MercedesTrophy golf tournament and Mercedes-Benz Driving Experience at the Sepang International Circuit. This year’s edition of Hungry for Adventure allowed participants an opportunity to take the Premium SUV range by Mercedes-Benz into the natural wonder of Taman Negara, while the third annual Ultra Music Festival in Singapore hosted fans of EDM and the Mercedes-Benz family of progressive and premium compact cars.


“The enhancement of our customer touchpoints this year have been nothing short of spectacular, including the regional premiere of the Mercedes-Benz Concept EQ and the successful inaugural show of the Mercedes-Benz Fashion Week Kuala Lumpur. With these and other lifestyle experiences, we are pleased to continue our multi-faceted approach as a luxury lifestyle brand. In terms of sales, we are delighted to deliver a new best ever 1st half of a year with 6,790 units, an increase of 15 per cent over the same period last year. Our accomplished portfolio of locally-assembled automobiles were a main growth driver in this success, including the first pair of locally-produced luxury performance cars – the Mercedes-AMG C 43 and GLC 43,” said Mark Raine, Vice President of Sales and Marketing, Mercedes-Benz Malaysia.


Mercedes-Benz Malaysia delivered 6,790 vehicles in 1H 2018, a 15 per cent increase over 1H 2017 while a market share of 2.5 per cent in total for 1H 2018 records an improvement of 0.2 per cent from 1H 2017. Thus far this year, MBM’s locally-produced limousines namely the Mercedes-Benz C-, E-, and SClass, collectively recorded a total of 4,322 units sold. MBM’s range of premium compact cars comprising the Mercedes-Benz A-Class, B-Class, GLA-Class and CLA-Class recorded 996 units sold. These two segments recorded increases of 18 per cent and 20 per cent respectively compared to the same period last year.


The Premium SUV range by Mercedes-Benz remained a growth driver recording 1,291 units sold, which translated into a 4 per cent increase compared to Q1 of 2017. The eminent brand-shapers in the form of the Mercedes-Benz Dream Cars collection also recorded a notable achievement with 181 units sold, marking a 1 per cent increase compared to 1H 2017.


“The concerted efforts into improving customer services along the ownership journey, together with our growing locally-assembled portfolio, enhanced and innovative customer touchpoints and lifestyle experiences form a holistic endeavour to achieve ever higher customer satisfaction. Our market leadership is not the ultimate goal, rather the credible result of this focus and the fulfilment of of our premium luxury claim. Care for the customer is of utmost importance, falling in line with our efforts to deliver nothing but the Best Customer Experience,” added Dr Weidner.