Merc tops Premium Car Segment for 2009
In the same day as the MAA press conference, Mercedes-Benz Malaysia also held a press briefing at the KL Performing Arts Centre to review their sales performance in 2009 in front of members of the media. As mentioned earlier, Mercedes moved 3,903 passenger cars out of their showrooms, with the C-class and B-class experiencing sales growths of 5% and 37% respectively.
“While our overall annual sales dipped six per cent compared to 2008, we were buoyed by our second half performance which saw sales grow 8.8% from 1,869 cars sold in the first half to 2,034 in the third and fourth quarters to surpass expectations amidst continuous volatility.
“We are encouraged by our performance and will continue to build on our leadership in 2010. In fact, despite a slight blip, Mercedes-Benz passenger cars have once again finished ahead in the premium passenger car segment, cementing our lead with a market share of 49% in the core competitive segment,” said Peter Honegg, President & CEO of Mercedes-Benz Malaysia.
The S-class and E-class (W211) retained their positions as market leaders of their respective segments despite significant drops in sales, 27.1% and 20.2% respectively. For 2009, these two models sold 317 and 1,228 cars respectively. The C-class continues to be the brand’s main seller, with an increase in sales by 82 units from 2008 to register 1,788 for 2009.
The all-new W212 E-class has been generating a great amount of hype since its launch in November 2009. According to Honegg, “The new E-class created quite a stir and with an overwhelming 600 plus pre-launch orders and we are confident of extending this trend in 2010.”
Mercedes-Benz Malaysia launched the W212 in both sedan and coupe bodystyles. Models unveiled that time were the E300 sedan, E250 CGI coupe and E350 coupe. The E200 CGI sedan has since been added to the range, and the E250 CGI sedan is also set to arrive soon.
Meanwhile, the S-class, which has the country’s only RM1 million CKD car in its range, the S500L, also put in a good show, with its 317 units sold said to be twice that of its nearest competitor (ed: Who else?). A facelift of the S-class is scheduled for launch later this year. Meanwhile, the M-class SUV, with the ML350 and ML 63 AMG variants, recorded 52 sales in 2009, a 33% increase from the previous year.
Commenting on MBM’s outlook for 2010, Honegg remarked, “Mercedes-Benz passenger cars demonstrated their resilience amidst a challenging economic backdrop in 2009. While overall performance was impressive, we look forward to a better year ahead as the global markets and the automotive industry show signs of recovery.”
“We will continue to adopt a cautious stance and be prudent in our strategies to stay ahead of the industry curve,” Honegg added.
Last October, MBM also launched the Mercedes-Benz Proven Exclusivity Programme, which sells pre-owned Mercedes cars backed with inspection certificates and comprehensive warranties. According to Honegg, “It is the perfect platform for Mercedes-Benz enthusiasts to own their favourite cars at attractive and affordable prices and more importantly allows the company to maintain strict safety and performance standards of all pre-owned cars.”
In its official press statement, MBM also acknowledged that its commercial vehicle division was not spared from the effects of the economic downturn, as construction and transportation industries were badly affected. However, sales of Mitsubishi FUSO trucks picked up in the second half of the year to record a final sales tally of 1,391 units. The newly launched Mercedes-Benz Actros truck is also said to be receiving encouraging response since its launch.
“We can take many positives from our sales performance in a year marked by challenges on many fronts and we are definitely looking to leverage our current momentum well into 2010. We will look to continue with our dealer networks to provide our customers the unequalled experiences they have long been accustomed to,” Honegg said.
