Mercedes-Benz Malaysia (MBM) has invested MYR 1 billion in the Malaysian market todate. Investing in production, sales, training and distribution of Mercedes-Benz vehicles, the leading premium German marque reaffirmed its stand as a long-term and committed investor keen on driving further growth in Malaysia.
“As the premium market leader, Mercedes-Benz Malaysia is confident of the growth potential in the Malaysian automotive market. Based on this positive outlook, we continue to invest substantially in developing key areas including talent, technology, production and service as well as providing further employment possibilities and people development. These investments in turn help us deliver the Best Products and the Best Customer Service through a consistent and high level of service and expertise to our customers and cement our position as the No. 1 premium brand,” said Mercedes-Benz Malaysia President and CEO, Dr Claus Weidner.
“Mercedes-Benz continues to lead in the premium segment. With the product expansion strategy, launching 13 new models and Best Customer experience offensive, with eight new and upgraded dealerships over the past nine months, MBM was able to deliver 8,771 vehicles to customers, on track for yet another record year in 2017,” said Mercedes-Benz Malaysia Vice-President for Sales & Marketing, Mark Raine.
In that same vein, over one-third of MBM’s total investments have been spent on its Pekan Production Plant and Training Academy in Puchong, Selangor. The strategy demonstrates the brand’s commitment towards supporting the nation’s ambition of becoming an Energy Efficient Vehicle (EEV) hub.
“Together with its dealer network, MBM has invested over MYR 90 million, as at YTD 3Q 2017, to expand and upgrade its dealership network. With that, it remains the largest premium dealership network with 33 dealerships serving customers nationwide,” explained Dr Weidner.
MBM hosted a media visit at its Pekan Production Plant to help the media better understand the production process of an EEV, namely the Mercedes-Benz E350e. The plant tour covered the specialised requirements MBM has put in place to produce an EEV, including upskilling staff, cutting-edge technology and provision of safety equipment. A clear testament of the brand’s position as a front-runner in automotive innovation and commitment towards the nation’s EEV hub ambitions. MBM’s latest investment at the Pekan Production Plant is its paint shop which has a production capacity of 10,000 units per year which is equipped with a state-of-the-art robotic painting system, and is the first to use a 360 degree conveyor system in the ASEAN region.
Empowering the local economy, MBM’s Pekan Production Plant currently employs over 1,400 employees and enforces a requirement where 30 to 40 per cent of all its locally produced vehicles are fitted with local content.
Since 2003, MBM has invested over MYR280 million in the Pekan Production Plant which currently produces 12 locally assembled vehicles, the newest addition being the Mercedes-Benz GLC200. All 12 locally assembled vehicles are classified as EEVs, out of which three are hybrid vehicles namely, the Mercedes-Benz S400h, C350e and E350e.
“MBM’s strategy of focusing on the Best Products and Best Customer Service continues to drive its stellar performance, helping the brand maintain its dominant lead in the premium market year-to-date (YTD). In the first nine months of 2017, MBM successfully produced 6,580 vehicles, sold 8,771 vehicles and serviced a staggering 94,569 vehicles. We are very happy with the momentum we have gained, and look forward to bringing more exciting updates to the market in the coming months,” said Dr Weidner.
MBM excelled in servicing the high volume of vehicles while maintaining high levels of customer satisfaction, achieving the highest Customer Satisfaction Index (CSI) After-sales score in the ASEAN region. YTD, June 2017 marked the best month in history for the leading premium brand with 1,210 vehicles sold. MBM leads the way with a market share of 2.3%, YTD August 2017, retaining its leadership position in the premium vehicle segment.
In first nine months of 2017, MBM’s sales were driven by the locally produced limousines which recorded 5,238 units sold. The limousines comprised of the Mercedes-Benz C-Class with 3,044 units sold, followed by the E-Class with 1,891 units sold, and the S-Class with 303 units sold. This was followed closely by the Mercedes-Benz SUVs with 1,895 units sold, comprising the GLC with 1,622 units sold and GLE with 273 units sold. Spurred by the introduction of the locally produced Mercedes-Benz GLC 200 and GLC 250, growth within this segment is expected to continue.
The Mercedes-Benz compact cars recorded a total of 1,220 units sold. The Mercedes-Benz GLA topped the compact category with 435 units sold, followed by the A-Class with 383 units sold, while the CLA sold 351 units. The aspirational Mercedes-Benz Dream Cars, also known as the brand shapers, recorded a total of 406 units sold.
Complementing the MBM customer service journey, sister company, Mercedes-Benz Services Malaysia (MBSM) continues to provide a seamless experience with peace-of-mind financing and insurance solutions. YTD 3Q 2017, MBSM finances four out of every 10 Mercedes-Benz vehicles sold and has a solid servicing portfolio of MYR 2.2 billion*.
With the introduction of new products like AgilityPlus and Lease2Go, MBSM aims to provide a one-stop solution for all customers further supporting MBM’s goal of Best Customer Experience.
Dedicated to providing the Best Customer Experience, MBM continues to acknowledge the service excellence of its dealer partners. Examples include the recent Daimler AG accreditation awarded to the body and paint facilities of two Mercedes-Benz authorised dealerships namely, Cycle & Carriage Bintang Batu Caves and Hap Seng Star Kinrara, Puchong. Other initaitives in place that project the brand’s Best Customer Experience mantra on the Dealer Network level includes the introduction of the Mercedes-Benz Discovery Day which immerses new customers into the brand.
Passionate about preparing future talent equipped to sustain the EEV agenda, MBM continues to actively carry out its responsibility in pursuing the nations EEV ambitions through the Mercedes-Benz Training Academy which certified an additional 27 apprentices as at 16 June 2017. Going the extra mile, MBM also conducted High Voltage Vehicle Introduction Training for Bomba personnel and signed a Memorandum of Understanding (MoU) with the Malaysia Automotive Institute (MAI) aimed at fostering closer working ties between both organisations.
Moving forward in supporting the EEV ambitions of the nation, MBM intends to create a more conducive environment by launching dedicated charging stations to provide added customer convenience and service. MBM has selected Bangsar Shopping Centre as the location for its first station.
“MYR 1 billion is a substantial investment, and speaks volumes about our confidence in the Malaysian market and our commitment to customers,” added Dr Weidner.