Mercedes-Benz Malaysia and NZ Wheels debut Stars@Mercedes-Benz Bangsar - An upgrade in the brand's retail luxury experience

Earlier today, Mercedes-Benz Malaysia and NZ Wheels together revealed the world’s largest Stars@Mercedes-Benz retail centre. The combination of Stars@Mercedes-Benz with the latest retail brand presence also makes it the first of its kind globally, bringing some change to the usual retail experience for the brand. The Stars@Mercedes-Benz Bangsar showroom by NZ Wheels showcases the most exclusive models from Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach and the iconic G-Class, featuring the brand’s high end luxury models under one dedicated Mercedes-Benz showroom.

In this modern high end or flagship level only model Showroom, customers are invited to discover the latest “Stars” of the Mercedes-Benz luxury brands in an exceptionally refined and brand-immersive environment. Central to the concept is an emphasis on exclusivity and personalisation performed by dedicated sales experts who have been specially trained for each luxury brand, delivering a truly bespoke experience in a sophisticated future retail environment. So with this, the sales of 'bread and butter' Mercedes-Benz models are, elsewhere. Here, we see the most expensive models sold and displayed under one roof.

“As a leader in the automotive industry, Mercedes-Benz is consistently enhancing the experience for our customers. Together with our trusted partner NZ Wheels, Stars@Mercedes-Benz Bangsar complemented by the latest Mercedes-Benz retail brand presence is unprecedented as it embodies our vision to transform retail spaces into immersive lifestyle destinations. By integrating state-of-the-art digital technology with thoughtfully-designed environments that inspire comfort and exclusivity, we provide our customers with an elevated and holistic Mercedes-Benz journey - one that reflects the luxury and innovation our brand stands for. This showroom doesn’t just showcase vehicles; it celebrates the refined lifestyles of those who drive them, setting a new standard in luxury retailing in Malaysia.” said Amanda Zhang, CEO & President of Mercedes-Benz Cars Malaysia.

This is what Mercedes-Benz calls a bespoke space tailored for Malaysia’s affluent communities. So not all Mercedes-Benz autohauses, or centres will have the Stars@Mercedes-Benz concept showrooms. It spans 1,800 square meters, Stars@Mercedes-Benz Bangsar combines expansive showroom floors with private customer rooms, interactive digital interfaces, and lifestyle-focused amenities.

Strategically located in Bangsar, which is Kuala Lumpur's most well know affluent neighbourhoods, the space is purpose-built to serve Kuala Lumpur’s high-net- worth communities and surrounding neighbourhoods (like Damansara Heights, Mont Kiara and Taman Duta to name a few), delivering an environment where sophistication and comfort converge seamlessly.

NZ Wheels has invested RM5 million redesigning their Bangsar showroom. It  features a two-floor area where customers can enjoy immersive dedicated zones showcasing the exclusive Mercedes‑Maybach, Mercedes-AMG, the iconic Mercedes-Benz G-Class, and flagship Mercedes-Benz range. The Stars@Mercedes-Benz Bangsar design on the ground floor marks a new level of flexibility and innovation, reflecting the diverse identities within the Top-End Vehicle (TEV) lineup. The showroom can be transformed into one distinct brand world within just 30 minutes. Modular wall systems, brand-specific logos, and additional design features tailored to the identity of Mercedes- AMG, Mercedes-Maybach, G-Class, or Mercedes-Benz elevate the space’s luxurious ambiance.

A standout feature in the showroom is the MANUFAKTUR area, where customers interested in bespoke vehicle customisations can explore a wide range of samples and options, underlining the meticulous craftsmanship Mercedes-Benz offers. Adding to the immersive experience, large digital screens present high-quality audiovisual content that brings each brand’s atmosphere vividly to life. This advanced media setup forms an integral part of the showroom´s concept, allowing Mercedes-Benz to stage its luxury brands in an emotionally engaging and dynamic way.

A café-style lounge provides a relaxed atmosphere ideal for casual conversations or unwinding, while exclusive customer engagement rooms equipped with digital media tools advocate personalised consultations and experiences.This revolutionary showroom concept sets a new benchmark in blending physical and digital automotive retail experiences.

The first floor with the Mercedes-Benz latest retail brand presence serves as a cutting-edge platform which represents a major leap in digital retail innovation, designed to elevate customer experience through seamless digital engagement. It enables and empowers retail with flexible settings and interactive product displays, providing a smarter, more intuitive way for customers to explore the Mercedes-Benz range. Customers can also step into the world of performance at the dedicated AMG Performance Center, where an exclusive AMG display area invites them to experience the thrill and emotion of the Mercedes-AMG brand.

“This new showroom is a pride and joy that underlines the commitment of NZ Wheels and Mercedes-Benz Malaysia to bringing a new level of luxury retail experience to customers in Bangsar and beyond. It is a place where innovation meets elegance, allowing every customer to feel valued and inspired. As we move forward, this showroom will be a benchmark for personalised service and exclusive automotive experiences, reflecting both our dedication to excellence and understanding the evolving needs of today’s luxury consumers.” Dato’ Jasmy bin Ismail, Group Chairman, Naza Automotive Group

The facility includes a 50 kW DC fast charger, alongside a streamlined digital handover area that enriches the vehicle delivery process. Complementing this showroom, a forthcoming 2S service center in Jalan Genting Klang/Setapak is scheduled to open in the second quarter of 2026. NZ Wheels’ network spans four locations, Klang, Johor Bahru, Setapak, and Bangsar, reflecting a total investment of RM20 million dedicated to enhancing luxury automotive experiences nationwide.