A new Mercedes-Benz Autohaus incorporating the latest Mercedes-Benz Retail Brand Presence has opened in the northern region of Malaysia. It is the first facility to showcase the German brand’s concept which is said to centre on the customer.
Operated by Cycle & Carriage Bintang Berhad (C&C), which originally brought Mercedes-Benz to Malaysia, the Autohaus is located in Alor Setar, Kedah, C&C has had a presence in the northern region for close to a decade, during which time it has built up a base of customers and fans of the brand.
The Autohaus is supported by a team of dedicated Star Assistants, Sales Executives, Product Experts and After-sales technicians with an in-depth understanding of its northern region customers’ needs. Needless to say, Mercedes-Benz Malaysia also provides additional support whenever needed.
“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 C&C CEO, Wilfrid Foo.
Congratulating the C&C team on the opening of the new Autohaus, Dr Claus Weidner, President & CEO of Mercedes-Benz Malaysia said: “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.”
New architectural concept
All retail elements of the Cycle & Carriage Alor Setar Autohaus are considered and modernised with the Mercedes-Benz Retail Brand Presence; from the welcome area, sales and service to delivery, supported collectively by a personalised approach and digital elements.
The architectural layout and the way media are used are designed with fundamental processes in mind. It allows the architecture, media and processes to be regarded as components of an integrated element to optimise customer experience and stage vehicle display. They work together to enable a dealership experience characterised by a high-quality visitor environment, lightings to set the ambience in the showroom, smooth processes and a contemporary consultancy concept.
Spatial boundaries within the building are kept to a minimum to deliberately create an open-space feeling. A largely transparent building façade creates a flowing transition between the interior and exterior areas.
Strong focus on the customer
The entire showroom area is dedicated exclusively for customer service orientation without permanent workstations in the showroom. Leisure facilities for families at the hospitality cafe are available if they are waiting for their vehicles to be serviced.
At the waiting area, various seating arrangements are available, be it semi-public or a private area which can be selected flexibly for individual consultations in accordance with the preference of the customer. Salespersons and Product Experts will be on hand to offer information and other assistance.
The 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 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. Furthermore, the new concept enables individual consultation and sales processes with a standardised global brand presence.
“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,” Mr. Foo explained.
“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, adding that the Johor Bharu Autohaus and Ipoh Autohaus will also be upgraded by the end of this year.