KUALA LUMPUR (July 21): Mercedes-Benz Malaysia Sdn Bhd recorded all-time high sales of 6,017 units in the first six months of 2016, a growth of 17% over the same period last year, even as the Malaysian Automotive Association reported a 15% fall in overall passenger vehicle sales.
This helped strengthen the German marque’s position as the leading premium brand in Malaysia, with a 1H16 market share of 2.5%.
Mercedes-Benz Malaysia also achieved a new milestone in June, recording its best ever month, with a total of 1,203 cars sold. It also recorded its best ever quarter in 2Q16, with 3,359 cars sold.
“Mercedes-Benz Malaysia remains focused on providing the best products and services to the Malaysian market, and this has helped us achieve and retain the lead position in the premium segment,” said its president and chief executive officer Dr Claus Weidner.
“We have maintained record unit sales for the past 16 consecutive months, and we will continue to deliver excellent service to all our discerning customers,” he told a media briefing today.
Vice-president of sales and marketing Mark Raine attributed the best month, best quarter and best half year achievements to “a successful product offensive strategy, while maintaining focus on providing a superlative experience to customers.”
Raine added that East Malaysia was the key driver of growth for sales achievement in 1H16.
Weidner said Mercedes-Benz Malaysia will continue to concentrate on key customer touch points, through its expansive dealer network to enhance retail experience and customer service.
Towards this end, the company, along with Cycle & Carriage Bintang (CCB), launched two revamped autohauses in 1Q16.
A total investment of RM11 million was required for the upgrading of the CCB autohauses in Petaling Jaya and Georgetown to reflect the latest Mercedes-Benz corporate identity.
In the same quarter, Mercedes-Benz Malaysia and CCB also introduced the all-new Mercedes-Benz City Store at TREC in Kuala Lumpur, a fresh new concept in the automotive retail experience, which involved an investment of RM4.3 million.
The second quarter saw the unveiling of the first Mercedes-Benz City Centre by Hap Seng Star.
Weidner explained that the first full-fledged 3S facility located in the heart of Kuala Lumpur, involved an investment of RM7 million, in order to provide an unparalleled retail experience and after-sales convenience for customers located within the city.
“In view of the remarkable growth in unit sales, Mercedes-Benz Malaysia continues to invest RM3 million annually in its apprentice training centre (ATC) to produce sufficient world-class technicians to deliver unparalleled customer service. To date, more than 770 highly-skilled technicians have graduated from ATC,” he added.
In conjunction with the unveiling of the Proven Exclusivity Centre located at Hap Seng Star Balakong Autohaus, Mercedes-Benz Malaysia re-emphasized Proven Exclusivity by Mercedes-Benz, a programmed offering certified pre-owned Mercedes-Benz cars with uncompromised quality, value and assurance to customers.
“With Proven Exclusivity, Mercedes-Benz Malaysia aims to reach out to a new market segment of buyers, further extending its portfolio,” said Weidner.
The CEO also said that Mercedes-Benz Services Malaysia (MBSM) provided in-house financing services for customers.
“In 1H16, four out of every 10 cars sold by Mercedes-Benz Malaysia were financed and insured via MBSM, servicing a portfolio of over RM1.5 billion,” he said.
On the company's outlook for 2H16, both Weidner and Raine said the company was “optimistic and positive”, but declined to provide sales forecasts.
Mercedes-Benz Malaysia’s record-breaking 1H16 results mirrors the success it has on a global level, with Daimler AG recently reporting it had breached the one million mark, delivering 1,006,619 units of Mercedes-Benz cars to customers worldwide, a growth of 21.1% compared with 1H15.