Mercedes-Benz Malaysia Y-O-Y Sales Up 10%; Stays Top Premium Brand

Mercedes-Benz Malaysia Y-O-Y Sales Up 10%; Stays Top Premium Brand

Mercedes-Benz Malaysia Sdn Bhd (MBM) posted another record quarter to keep its lead as the No. 1 premium car brand in Malaysia. Thanks to its holistic approach in offering a strong product line-up and varied financing choices, improving after-sales and ownership experience, and increasing local production, the ‘three-point star’ saw sales figures rise to 9,047 units for the 9 months ending September 2016, a 10% increase year-on-year.

Mark Raine, VP Sales & Marketing, Passenger Cars, Mercedes-Benz Malaysia 2016If this average monthly figure of 1,000 units a month is maintained in the remaining quarter, Mercedes-Benz Malaysia is well on its way to another record-breaking year; the company sold 10,845 units in 2015. Even if it falls short of the current average monthly figures, its sales will very likely still enter the 5-figure zone which is still an enviable feat for a premium brand. There are still 2 more models for the company to launch (next week) and that is expected to maintain continued interest in the brand.

“At Mercedes-Benz Malaysia, we are committed to achieving premium leadership through excellence and this is the reason why we continue to maintain the lead as Malaysia’s top premium automotive brand. On a global level with record sales, Mercedes-Benz is the No. 1 premium brand. The performance of Mercedes-Benz in Malaysia is a strong contributor to the global growth,” said Mercedes-Benz Malaysia President and CEO, Dr Claus Weidner.

Mercedes-Benz C300 Cabriolet & SLC200 MalaysiaSegmenting its sales, the limousine segment (C-Class, E-Class & S-Class) is the main contributor making up about 67% of total sales (C-Class accounted for 62%, or 3,733, of the limousine segment total; a 90% y-o-y increase). The balance comes from its compact cars, SUVs and “Dream Cars”. This puts Mercedes-Benz’s local market share at 2.4% (0.6% y-o-y increase).

This year saw MBM launch 10 new Mercedes-Benz models to capture a wider audience, from the SUVs to the C-Class Cabriolet and SLC to the locally-assembled C350e plug-in hybrid which takes advantage of the government’s EEV incentive.

The company’s portfolio of locally assembled cars will grow to 8 models – Mercedes-Benz C180 Avantgarde, C200 Exclusive, C200 Avantgarde, C250 AMG, C350e plug-in hybrid, S400h AMG, GLC250 AMG, and the upcoming new E-Class, to keep up with market demand.

In the first 9 months of 2016, sales demand has led MBM to increase local production to 6,424 vehicles (+15%). The assembly plant in Pekan, Pahang is also the only Mercedes-Benz CKD facility in the world running a double shift. In 2015, local production volume was 7,710 units, a far cry from the 2,188 units it produced in 2005. Complementing the production increase is the newly completed MBM warehouse in Pekan which will support MBM’s efforts to facilitate the growing demand for Mercedes-Benz vehicles.

To cater to the increased number of owned Mercedes-Benz vehicles, MBM has been progressively updating and improving its dealer network. MBM currently has the largest premium dealer network in Malaysia with 29 dedicated dealerships. As of 3Q2016, MBM recorded the highest throughput in history, servicing a total of 79,917 vehicles across Malaysia (+18.1%), and achieved its best-ever Customer Satisfaction Index (CSI) score.

Mark Raine, Mercedes-Benz Malaysia Agility FinancingVehicle sales has been supported by its in-house financier, Mercedes-Benz Services Malaysia Sdn Bhd, which has tailored flexible financing solutions and comprehensive insurance offerings. 4 out of 10 Mercedes-Benz cars sold are financed and insured by Mercedes-Benz Financial.

On the customer end, Mercedes-Benz Malaysia has been busy strengthening its aspirational appeal. “Over the years, the Mercedes-Benz brand has established itself as the top luxury brand many aspire to own. We have proactively expanded our fanbase, going beyond the current boundaries by showcasing our fantastic brand in a different environment. MBM combined this new generation of Mercedes-Benz fans’ passion for cars with lifestyle elements such as art, sports and music to develop unique and engaging platforms. The recent Urban Hunting X Ultra Singapore music festival, Mercedes-AMG Petronas F1 Party and Mercedes Trophy 2016 are examples of MBM’s strengths in engaging specific audiences,” explained Mark Raine, Vice President of Sales & Marketing – Passenger Cars.

 

Upon teasing the Generation EQ electric vehicle concept, Dr Weidner commented, “Mercedes-Benz has for decades been at the forefront of developing vehicular engine technologies that have minimal environmental impact. We have made it our ambition to combine the sustainable with everyday practicality. The locally produced Mercedes-Benz C350e Plug-in Hybrid displayed at the International Greentech and Eco Products Exhibition and Conference Malaysia (IGEM2016) recently is another example of our commitment and support of the nation’s aspirations of becoming a regional EEV hub. We look forward to policies and tax incentives that will allow us to continue bringing the latest EEV technologies to Malaysia.”

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