Goodness! Mercedes-Benz Malaysia (MBM) has actually done it again in terms of their sales performance for 2017. The premium automaker actually sold 12,045 vehicles last year which translates to a total market share of 2.3%. In aftersales the company also serviced 128,072 vehicles and also tops out in the customer satisfaction index for aftersales. In the financial services sector, Mercedes-Benz Services Malaysia actually finances 4 out of ever 10 Mercedes-Benz vehicles with a total portfolio of RM2.2Billion. Massive numbers considering what some people are saying about how tough 2017 was.
Actually what this actually means is that the country is doing fine regardless of what people are saying. In terms of Mercedes-Benz here in Malaysia, they've achieved massive feats in terms of sales, service and financing. Who could have imagined that a premium car brand could have achieved a total industry share of 2.3%? This actually beats out some of the Korean and Japanese affordable car brands on sale here.
Of course the argument is that the rich is getting richer and the poor, poorer. Which is becoming a bad argument as a Japanese car brand sold over 109,511 cars or a 19% sales growth and the national car maker that makes compact cars selling massive amounts of their newly launched compact car too. It's just the overall work environment has been mighty competitive this past few years, with the actual cake expanding by a few percent compared to the amount of people joining the workforce or still in the workforce. I have to say this folks... work hard as it ain't getting easier.
A lot could be learnt from Mercedes-Benz Malaysia's stellar performance. Steady growth in all aspects come into play here. It isn't just a massive sales push but is is also a fantastic support from after sales and financing. The sales division have been dishing out new models throughout 2017 - 17 product launches and memorable events like AMG's 50th anniversary where they launched a slew of 43 series AMG cars.
The sales division also put through a whole lot of initiatives which brought in steadily climbing sales numbers and this meant a lot of brand new Mercedes-Benz cars on the road which needed servicing. There are 33 authorised service centres throughout Malaysia and together they services a total of 128,072 cars in 2017. This basically meant that each centre had to service an average of slightly over 3,880 cars a year. And some outlets definitely serviced more than others. It is an achievement that the service ratings hit a record high too.
In house financing also did well with a portfolio of over RM2 billion. Huge amount of money which also shows how much money is going around in one part of the Malaysian economic and financial cycle. The flexibility of having in-house financing services makes things easier for customers to get purchase facilities which in turn helps generate sales.
Another big factor in the success of MBM's operations is the opening of Wisma Mercedes-Benz here in Kinrara early 2017. It houses all of MBM's operations under one roof including the Training Academy. Another important feature in the success of the company are the people working for the company as well as the training which they give to new hopefuls. It is also people or the employees which make things what they are with MBM.
Aside from the increase in productivity at the Pekan plant, the usual CSR stuff, 2017 also marked a push for the Malaysian Energy Efficient Vehicle agenda by Mercedes-Benz. MBM trained EEV technicians as well as training the Malaysian Bomba or Firefighters with the knowledge to handle the high voltage produced by an electric hybrid car during emergencies or accidents. MBM also launched dedicated charging stations to provide added customer convenience and service. MBM selected Bangsar Shopping Centre as the location for its first station. More stations to come in 2018.
There will definitely be more to come from MBM in the near future. According to what the management of MBM said and from what you can tell, they do tread cautiously but they do make decisions based on what they think is the best at the time. For such a large organisation, they are surprisingly light on their feet in terms of execution of plans. I know some companies here who take their sweet time in finding solutions even when the ship is sinking.
So yes, another amazing year for Mercedes-Benz here in Malaysia. 2018 may not see as many launches as 2017 but there could be key models launched by Mercedes-Benz on a global scale which will need time to reach our shores. The most important one would be the next generation A-Class which is set to launch sometime soon. Other interesting models that would be launched in the very near future would be the all-new Mercedes-Benz CLS - this was recently launched in November 2017. Expect that coupe-like sedan to reach our shores very soon.
They also teased an electric car too. It does look like there would be many things going on in 2018 for Mercedes-Benz Malaysia. I intend to stay tuned to the Mercedes-Benz channel.
PRESS RELEASE
Mercedes-Benz Malaysia is the No. 1 premium brand with a record breaking performance in 2017.
(from left) Mercedes-Benz Services Malaysia Managing Director, Mike Ponnaz; Mercedes-Benz Malaysia Vice President, After Sales,Heinrich Schromm; President and CEO, Dr Claus Weidner; and Vice President, Sales and Marketing, Mark Raine.
Mercedes-Benz Malaysia (MBM) remains the undisputed leading premium brand by driving the automotive industry to new heights with innovative mobility solutions and digitalisation initiatives.
A new sales record of 12,045 vehicles delivered to customers with a market share of 2.3% underlines Mercedes-Benz as the market leader in the Malaysian premium automotive market.
Best-ever results by the Aftersales division with 128,072 vehicles serviced as well as for Mercedes-Benz Services Malaysia which finances four out of every 10 vehicles, boasting a total financing portfolio of MYR 2.2 billion.
Mercedes-Benz continues to live up to its ambition of Best Products and Best Customer Experience, with over one billion invested in Malaysia since 2003.
Kuala Lumpur, 10 January 2018 – 2017 was the fourth consecutive record year for Mercedes-Benz Malaysia (MBM). Achieving an all-time high sales record of 12,045 vehicles sold in 2017, which translates into an overall 2.3 per cent growth compared to 2016. The three-pointed star is well ahead of the pack in the premium segment, maintaining a 2.3 per cent market share*.
“Mercedes-Benz Malaysia enjoyed a remarkable year in 2017 as a result of our customer centric strategy. We’re very proud of our achievements in 2017. It is the result of great teamwork from everyone in the Mercedes-Benz Malaysia team including our dealer partners. We understand our customers’ requirements and target to fulfil their expectations. To deliver the Best Products, we launched 17 new models. To offer the Best Customer Experience, we launched nine new and upgraded dealerships, including a brand new dealer group, Auto Commerz Sdn Bhd. As a result, we successfully achieved a record-breaking year, our best ever performance in the history of Mercedes-Benz Malaysia. Moving into 2018, we are confident of the growth potential in the Malaysian automotive market and will continue to invest substantially in developing key areas including talent, technology, production and service.
“This is the strategy behind maintaining our position as the No. 1 premium brand in Malaysia,” said Mercedes-Benz Malaysia President and CEO, Dr Claus Weidner.
“We are delighted to have delivered a record-breaking 12,045 Mercedes-Benz Cars to customers in Malaysia and by this confirming our position as the leading premium brand. Our locally produced vehicles, especially the new E-Class and the GLC have been our growth drivers. We are thankful that our customers have put their confidence in our premium products. With our innovative mobility solutions, digitalisation initiatives as well as upcoming product highlights, we are confident of continuing on this success path,” said Mercedes-Benz Malaysia, Sales & Marketing, Vice President, Mark Raine.
For FY2017, MBM’s sales was driven by the locally produced limousines which recorded 7,041 units sold. This was followed closely by the Mercedes-Benz SUVs with 2,599 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 2,031 units sold, while the aspirational Mercedes-Benz Dream Cars, also known as the brand shapers, recorded a total of 374 units sold.
The exceptional demand for Mercedes-Benz vehicles in Malaysia was achievable through the 17 product launches that excited fans throughout 2017. One of the key highlights during the year included celebrating 50 years with AMG. The milestone celebrated the supreme automotive performance, exclusivity, efficiency and highly dynamic driving pleasure of the AMG series. MBM marked the celebration by launching six new 43 series models namely, the Mercedes-Benz E 43 4MATIC, SLC 43, C 43 4MATIC, C 43 4MATIC Coupe, GLC 43 4MATIC, GLC 43 4MATIC Coupe and later, the AMG GT R.
Complementing its line-up of Best Products, MBM invested in initiatives that demonstrated its signature Best Customer Experience by organising various customer engagement activities focusing on the different interests of its target audience. These included the Ultra Singapore 2017, Urban Hunting movement, and Hungry for Adventure in East Malaysia. In addition, MBM also launched a Mercedes-Benz branded charging station in Bangsar Shopping Centre (BSC) and hosted the Mike Horn X Hungry for Adventure event, featuring the greatest explorer of all time who is currently on a two-year journey - Pole2Pole mission.
Moving even closer to its fans and customers, MBM continued to innovate exciting platforms to enhance customer touch points in 2017. These included mobile roadshows, the Mercedes-Benz Gallery, Customer Care Centre, and Test Drive Booking System. MBM also introduced experiencing cars in Virtual Reality, Digital Signage, Product Experts, Online Service Booking, Mercedes-Benz Financial Calculator and also a one-stop integrated state-of-the-art web platform which facilitates the needs of both new and existing customers known as OneWeb.
With regards to its dealer network, MBM introduced SalesTouch, a mobile sales tool which enables product experts and sales consultants to provide customers with real time information. The feature complements its existing features which are the Service Differentiation and Product Experts.
Always in touch with customers’ needs, MBM launched a new campaign in late 2017 in partnership with its sister company, Mercedes-Benz Services Malaysia (MBSM). The campaign, in anticipation for the Chinese New Year celebration in 2018, offers personalised and flexible financing packages to give Mercedes-Benz fans total peace of mind to finance their dream Mercedes-Benz cars based on their respective financing commitments.
Contributing to the significant milestones for the year, MBSM marked its 5th anniversary in 2017. Tracking a significant growth since its establishment in 2012, MBSM continues to provide a seamless experience with peace-of-mind financing and insurance solutions. For FY2017, MBSM financed 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 provides a one-stop solution for all customers, further supporting MBM’s Best Customer Experience goal.
Attentive to every element throughout the customer journey, MBM’s dealer network excelled in servicing a high volume of vehicles while simultaneously maintaining high levels of customer satisfaction, achieving the highest Customer Satisfaction Index (CSI) After-sales score in history. In 2017, the Mercedes-Benz service network was recognised as the global benchmark for body and paint facilities, processes and the implementation of Service Differentiation – My Service.
Mercedes-Benz Malaysia has 33 dedicated dealerships nationwide delivering the Best Products and Best Customer Service throughout the entire customer journey. To date, Mercedes-Benz has the largest premium dealer network in the country. In September 2017, MBM announced its newest dealer partner, Auto Commerz Sdn Bhd, which is part of the Swire Group, a highly diversified global business group which has been in operation for over 200 years. MBM together with Auto Commerz has allocated investments totalling more than MYR 10 million over the next two years for the expansion and development of Mercedes-Benz Auto Commerz Autohaus. The partnership introduces healthy competition and gives Mercedes-Benz customers greater options.
In FY2017, Mercedes-Benz achieved a total investment of over MYR 1 billion in the Malaysian market. One-third of this investment was made in its Pekan Production Plant and MBM Training Academy in Puchong, Selangor. This strategy demonstrates the leading premium German marque’s commitment in supporting the nation’s ambition of becoming an EEV hub.
Supporting the growing demand for Mercedes-Benz vehicles in Malaysia, the MBM production plant in Pekan, Pahang continues to be a clear demonstration of MBM’s commitment to the Malaysian economy. In FY2017, the production plant produced 9,286 vehicles. It currently produces 12 locally assembled models, the newest addition being the Mercedes-Benz GLC 200. All 12 locally assembled models are classified as Energy Efficient Vehicles (EEVs), three of which are hybrid vehicles namely, the Mercedes-Benz S 400 h, C 350 e and E 350 e.
MBM’s latest addition at the Pekan Production Plant is its paint shop that has a production capacity of 10,000 units per year, 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.
Passionate about preparing future talent equipped to sustain the national EEV agenda, MBM continues to actively carry out its responsibility in supporting the nations EEV ambitions through the MBM Training Academy. An additional 27 apprentices were certified as at 16 June 2017. Going the extra mile, MBM also conducted the 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.
Taking its commitment of supporting the nation’s EEV agenda to the next level, MBM is moving ahead to create a more conducive environment by launching dedicated charging stations to provide added customer convenience and service. MBM selected Bangsar Shopping Centre as the location for its first station.
“We did great in 2017, and we are just getting started. We are confident of doing even better in 2018. Our commitment remains focused on providing our customers with the Best Products and Best Customer Experience. Powering ahead as a leader in the premium segment, we are very excited about 2018 as we have a few surprises in store that will excite our customers and the automotive industry as a whole. To give you a hint, one of these exciting updates will be in relation to our superior electric mobility technology in the form of the Mercedes-Benz EQ brand,” concluded Dr Weidner.
Earlier in the week, Daimler AG announced that on a global level Mercedes-Benz sold approximately 2.3 million cars worldwide in 2017, increasing its unit sales by 9.9 per cent, and setting a new all-time record.
Asia-Pacific was identified as the region with the strongest growth in 2017, delivering 875,250 (+19.2%) Mercedes-Benz cars to customers in 2017, more than ever before in a single year.
*As of YTD November 2017
**The numbers for 2017 are unaudited and subject to change.
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