Mercedes-Benz has officially opened a new sales and service outlet in Kedah. The Cycle & Carriage Alor Setar Autohaus is the first in the northern region to showcase the new Mercedes-Benz Retail Brand Presence concept which places more focus on elevating the customer’s experience.
“Our mission to deliver ‘Exceptional Journeys’ throughout the customer journey is a continuous effort. We are embracing digital advancements to raise the benchmark of premium automotive retail and customer experience, while retaining the personal and human aspect that our customers have grown to love. In line with this commitment, we remain invested in our sites, systems and people and the Cycle & Carriage Alor Setar Autohaus is a testament to this,” said Cycle & Carriage Bintang Berhad (C&C) CEO, Wilfrid Foo.
Meanwhile, Dr Claus Weidner, President and CEO of Mercedes-Benz Malaysia said, “We congratulate the Cycle & Carriage team on the launch of this Autohaus and thank them for their dedication and partnership. The reintroduction of the Mercedes-Benz Autohaus in Alor Setar reflects our continuous effort in providing an upgraded retail experience for our northern region customers while retaining the Mercedes-Benz personality. We have merged automotive, technology, and luxury, as seen in our cars, making the retail experience just as gratifying as the drive.”
The Cycle & Carriage Alor Setar Autohaus is now sited in a new location, in a thriving township with higher traffic flow. However, the 3S Autohaus continues to draw from its deep-rooted presence in Alor Setar as C&C remains a trusted partner, serving cross-generation Mercedes-Benz owners and fans in the northern region for nearly a decade. Supporting all the services and facilities at the Autohaus is a team of dedicated Star Assistants, Sales Executives, Product Experts and After-sales technicians with an in-depth understanding of customers’ needs in the northern region.
“We understand the value of establishing trust by first understanding the specific and personal needs of every customer who walks into a Cycle & Carriage dealership. Matching these needs promptly with the right channels, products or solutions is key and we are here to walk with customers through the entire process, as they begin their Exceptional Journey with us,” Foo explained.
Updated with the new Mercedes-Benz Retail Brand Presence concept, the entire showroom area is now absent of permanent workstations and exclusively oriented towards customer service. All retail elements of the Cycle & Carriage Alor Setar Autohaus have been considered, updated and supported collectively by digital elements, and a personalised approach. Leisure facilities for families like the hospitality café is available for customers to relax in while they wait for their cars to be serviced.
The ‘Welcome’ area acts as a customer experience point where processes and architecture are designed with optimal, individual customer support in mind. Each customer becomes a guest on an individual customer journey. The new brand presence begins the moment sales and after-sales customers step into the Autohaus. The first contact point is the Star Assistant who acts as the “first face” of the brand for the customer, and ensures a welcoming atmosphere at reception.
Customers with appointments will have their related consultant notified of their arrival. For customers without any prior contact with a salesperson and with no established purchase intention, the Star Assistant will request for a Product Expert to accompany the visitor to the waiting area. The waiting area is configure with a variety of seating arrangements in semi-public or more private form, and used depending on the customer’s preference.
Architecturally, spatial boundaries within the building are kept to a minimum to deliberately create an open-space feel. The largely transparent facade also creates a sense of openness and allows in more light. The open concept is modular in design and is oriented to the needs of customers and prospects. The flexibility and variability of the brand’s individual elements further allow a high degree of spatial applications and formats. The result is a consistent application of the recognisable Mercedes-Benz Corporate Identity and Corporate Design. Moreover, the new concept enables individual consultation and sales processes with a standardised global brand presence.
“With the upgrades, Cycle & Carriage continues to ensure our presence delivers excellence to customers throughout our network across Malaysia, delivering on our promise of ‘Exceptional Journeys’,” Foo said.
Mercedes-Benz Malaysia and Cycle & Carriage first introduced the new Mercedes-Benz Retail Brand Presence in Malaysia with the Cycle & Carriage Mutiara Damansara Autohaus in August 2019. The Cycle & Carriage Alor Setar Autohaus is the second Autohaus in the network to upgrade to the new concept. C&C is working on transforming two other Cycle & Carriage Autohauses namely Cycle & Carriage Johor Bahru and Ipoh. These are scheduled to be completed by the end of 2020.