Minsoon has been one of the longest authorised Mercedes-Benz dealers in Malaysia, having begun its association with the German brand as far back as 1968. Just as the brand has evolved and moved upwards, so too has Minsoon and the new Minsoon Star Autohaus in Seremban, Negeri Sembilan, reflects this.
Officially opened today, the dealership’s new location at Seremban 2 has closer proximity to the existing and potential affluent residents of the town as well as those in new townships in the area. Additionally, the Autohaus is situated close to the North-South Expressway, so it is also easily accessible by Mercedes-Benz owners who may be passing by.
Global organisations, especially those in the premium and luxury segments, place great emphasis on brand image and corporate identity. Every aspect of their business must meet high standards and with companies like Mercedes-Benz, it includes the retail experience for customers.
This, of course, requires huge investments and the Hap Seng Group, one of the authorised dealers of the German brand in Malaysia, has spent of a total of RM673 million to date. It has established 10 Autohaus outlets in Peninsular and East Malaysia, as well as a standalone Mercedes-Benz Certified Pre-owned Centre and a standalone Body & Paint centre, both in Selangor.
The most recent investment is RM99 million for the new Autohaus in Setia Alam, Selangor, which was officially opened today. The relocated facility has a new luxury brand presence and exclusive luxury lifestyle boutique with enhancements and upgrades that support the brand’s customer-centric efforts.
The Hap Seng Star Setia Alam Autohaus sits on almost 79,000 sq ft of land area and has 7 floors. The spacious showroom floor can display up to 16 cars and the building has amenities such a self-service café, kid’s playroom and even a luxurious ladies powder room.
The lifestyle retail experience includes Mercedes-Benz luxury accessories and collection boutique, catering to a wide range of customers with a variety of collectables and products.
“With this new Setia Alam outlet, we want our customers to experience luxury like no other through our new luxury retail presence, equipped with lavish features and special amenities. Hap Seng Star is continuously looking for ways to innovate our services and offerings while embracing the Mercedes-Benz spirit of luxury, and with our passion for excellence, we will continue to set the benchmark in delivering the best customer services and experience,” said Harald Behrend, Group Chief Operating Officer of Hap Seng Consolidated Berhad and Chief Executive of Hap Seng Group Automotive Division.
The Hap Seng Star Autohaus is a one-stop centre for the needs of new as well as existing customers. For the latter, there is a service area with expandable work bays and maximised service capacity of up to 1,500 vehicles a month. Scheduled service maintenance and major repairs are carried out by trained technicians equipped with complete and approved special tools from Mercedes-Benz.
Other service differentiation offerings range from Express Service 2.0, pick-up and delivery, drop-and-go service booking, wheel alignment and balancing, electrical diagnosis and repairs, paint coating, glass tinting and also assistance with insurance and warranty claims.
“The launch of Hap Seng Star Setia Alam Autohaus is a testament of our joint commitment to redefine a luxurious brand experience for our Malaysian customers, at every point of their journey. It is our goal to work with our dealer partners to continue to grow the brand’s luxury retail concept presence which aims to further enhance our offerings & customer experience in areas of sales and service to cater to the ever evolving needs and desires of our valued customers,” said Sagree Sardien, President & CEO of Mercedes-Benz Malaysia & Head of Region, South East Asia II.
Ipoh in the Kinta Valley of Perak was where the first cars in Malaya were imported to and records show that the first owner was Eu Tong Seng, a wealthy businessman who brought in a Mercedes Simplex in 1902. He must have been very interested in the new ‘horseless carriages’ as the Simplex was launched in that same year by Daimler Motoren Gesellschaft.
Four years later, in 1906, a company opened up its first branch in Ipoh and this company would become associated with Mercedes-Benz to this day. It was Cycle & Carriage (C&C) and although it was not representing Mercedes-Benz then, it would become one of the first distributors of the German brand in Asia when it was appointed in 1951.
The latest Mercedes-Benz S 580e at the C&C Autohaus in Ipoh. 120 years ago, in 1902, the first car in Ipoh (and Malaya) was also a Mercedes – the Simplex (below).
Ipoh is therefore a special place in C&C’s long history and although that first branch was along Brewster Road (today known as Jalan Sultan Idris Shah), the company’s branch dealing in Mercedes-Benz passenger vehicles is now located at Jalan Kuala Kangsar. This is where the company has its fourth Autohaus incorporating the latest Mercedes-Benz Brand Presence. The newly upgraded Autohaus, which was recently officially opened, is part of the Mercedes-Benz network for the Northern region.
Mercedes-Benz Retail Brand Presence
The Mercedes-Benz Retail Brand Presence is a retail strategy which highlights the integration of digital elements into the physical world, with the aim of delivering customer-centric automotive retail experiences for modern-day shoppers. This seamless journey for the customer caters to the multi-channel shopper while addressing the increasing technological complexity of products that customers are interested in.
“As the leading dealership for Mercedes-Benz in Malaysia, Cycle & Carriage is committed to providing our customers exceptional journeys and best-in-class services whether it is during their purchase experience or ownership journey. Today, we are proud to showcase the upgraded Cycle & Carriage Ipoh Autohaus, a key location in our network coverage from north to south of Peninsula Malaysia,” said Thomas Tok, CEO of Cycle & Carriage.
“We want to give Mercedes-Benz customers the assurance that they can access our best services here in Ipoh. We believe that the new retail concept responds to the individual needs of today’s discerning customers, making our products even more accessible to anyone who wants to dive deeper into the world of Mercedes-Benz,” he added.
Immersive experience for customers
The modern design of the upgraded Cycle & Carriage Ipoh Autohaus is set against a backdrop of the picturesque limestone cliffs of the city. The facility covers a land area of over 56,000 square feet with ample space for visitors to park their cars. The showroom has been specially designed with ample open space and custom daylight-emitting spotlights to show off the true colours of each model on display. All vehicles are intentionally arranged in the shape of an arc to maximise the visibility of the range available.
Visitors can also immerse themselves in a journey featuring the latest in multimedia tools to gain a thorough understanding of Mercedes-Benz vehicles and their technologies. With the addition of new digital touchpoints, customers can discover the brand while gaining access to the service team for a complete experience of luxury that integrates both the digital and human touch.
For individual consultations, there are various seating locations arranged in open, semi-private or private areas for discussions. This includes the Star Lounge, which has a cafe to offer a more refined touch to many services available.
For those who have made a purchase and are taking delivery of their new Mercedes-Benz, there is a special room for the purpose. C&C makes sure that it is treated as a special occasion for the customer to remember and to start or extend the relationship with the company and the brand.
Fully equipped service centre
For aftersales services, the Autohaus has a service centre with trained personnel and is fully equipped with equipment for maintenance, repair, painting and even car detailing services. With 31 service and repair bays (11 of which are for body and paint jobs), the service centre is one of the largest of its type in the area. The health and comfort of the staff are not forgotten as there are high ceilings and large fans for a naturally airy space.
Designed with sustainability in mind
The Autohaus is designed with sustainability in mind and is the second C&C Autohaus (after the one in Johor Bahru) to install solar panels that can provide up to 72 kWp of electricity from sunshine. In addition to this free and environment-friendly source of electricity, there are also rainwater-harvesting systems to supply water for general use around the facility.
To know more about Mercedes-Benz products and services or to locate an authorised showroom, visit www.mercedes-benz.com.my.
Cycle & Carriage was the company that brought Mercedes-Benz to Malaysia 70 years ago; in fact, it was one of the first official importers of the German cars in Asia. While it is no longer the distributor in Malaysia, it continues to have a strong and dominant presence in the retail and aftersales side and has continued to upgrade the facilities in its Autohaus network.
Largest Mercedes-Benz Autohaus in the south
The latest example of its investments is in Johor Bahru where its outlet has been upgraded to become the largest Mercedes-Benz Autohaus in the southern region. The built-up area covers 142,000 square feet on a site that is over 224,000 square feet located along Jalan Skudai in the Tampoi area.
As with every Autohaus, the environment offers the luxurious automotive retail experience that would be expected from the brand. State-of-the-art technology and systems are incorporated to presents a retail experience that addresses the customer’s individual needs. Designed with a large open space and supplemented with custom daylight-emitting spotlights allows the customer to experience the true colours of the cars, all intentionally arranged in an arc to maximise visibility of every model displayed. Customers are invited to explore freely and fully immerse themselves in a journey across various touchpoints supported by digital tools and the latest in multimedia.
More than just ‘a point of sales’
The new retail experience allows for more face-time interactions between customers and the service team, making it more than just ‘a point of sales’ and instead, a point of experience. Even beginning the journey of owning a Mercedes-Benz is an experience of its own. Designed as a “black box” concept, the vehicle delivery room enables an experience-oriented journey of the hand-over process that is personal and memorable.
Mercedes-Benz Certified Body & Paint Centre
Besides the enhanced showroom, the Autohaus also has the only accredited and authorised Mercedes-Benz Certified Body & Paint Centre in the southern region. It is equipped with the latest automotive innovation and technologies as well as expertise to conduct structural repairs while upholding global safety standards specified by the manufacturer. With 35 work bays, up to 850 vehicles can be serviced each month, with owners enjoying the convenience of ‘Drop & Go’ and ‘Door-to-Door’ services as well.
“For more than 26 years, Cycle & Carriage has brought the Mercedes-Benz brand and experience to the southern region through our Johor Bahru Autohaus. Today, we unveil the latest manifestation of the Mercedes-Benz’s definition of luxury and all its accoutrements. This milestone could not have happened without the outstanding support from our partner, Mercedes-Benz Malaysia, and our remarkable team here. We are honoured to continue being entrusted to complement every vehicle bearing the world-renowned 3-pointed star with our Cycle & Carriage brand of exceptional service to our customers,” said Wilfrid Foo, CEO of Cycle & Carriage Bintang, at the recent opening of the facility.
“The future of automotive retail represented here is a concept that weaves the key elements of our design philosophy – sensual purity and spaciousness; it is more than just architecture. It creates an experience that seamlessly blends simplicity and craftsmanship that are unique to the brand,” said Dr. Claus Weidner, President & CEO of Mercedes-Benz Malaysia.
While most people will think of cars when mention is made of Mercedes-Benz, the brand also has a range of exclusive lifestyle products for owners as well as those who are not owners [yet]. These products are available at most authorised Mercedes-Benz outlets and at Hap Seng Star’s new Autohaus, they are presented in a Luxury Lifestyle Boutique that is part of the showroom.
RM3.5 million investment
The Autohaus, situated along Jalan Sultan Ismail, was originally opened in 2004. It has since undergone a RM3.5 million refurbishment exercise to create the first new Mercedes-Benz Retail Brand Presence in the ‘Golden Triangle’ of Kuala Lumpur. The Mercedes-Benz Accessories and Collection Boutique is the first of its kind in Malaysia.
“With this investment, we aim to create the best experience for our customers throughout their ownership journey. Hap Seng Star embraces the Mercedes-Benz spirit of innovation, luxury, and world-class service, delivered by experienced personnel with in-depth product knowledge and exceptional service skills,” said Harald Behrend, Group Chief Operating Officer of Hap Seng Consolidated Berhad and CEO of Hap Seng Group Automotive Division.
Providing the luxury experience
There’s also a private lounge on the second level, while a cafe on Level 3 is available with refreshments for customers. The Autohaus also sells cars, of course, and the spacious delivery bays, are special illuminated to provide a unique vehicle hand-over experience for the new owners.
“The new Autohaus by Hap Seng Star reaffirms Mercedes-Benz Malaysia’s commitment to create a fascinating brand experience at every point in the customer journey. The new brand presence promises an authentic luxury experience with a modern touch. Our aim is to connect our customers not just with a car, but also a lifestyle experience that encourages a sense of joy, luxury and exclusivity,” said Dr. Claus Weidner, President & CEO of Mercedes-Benz Malaysia.
Hap Seng has invested a total of over RM300 million to date in enriching customer touchpoints nationwide. Its Mercedes-Benz Autohaus network is in 11 locations nationwide, with three in East Malaysia.
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.
Raising benchmarks
“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.
Mercedes-Benz Malaysia Sdn Bhd (MBM) together with authorised dealer partner Hap Seng Star (HSS), today unveiled its 11thAutohaus, the Mercedes-Benz Hap Seng Star Setia Alam Autohaus (HSS Setia Alam). Complementing the German marque’s eclectic product offerings, the Autohaus launch reflects the brand’s continued drive for holistic automotive excellence, bringing the Best Products, Best Service and Best Customer Experience to its ever-growing customer fan base.
“It gives us great pleasure to celebrate yet another significant milestone with our authorised dealer partner, Hap Seng Star, the official launch of the Mercedes-Benz Hap Seng Star Setia Alam Autohaus. Driven by our customer centric strategy, we continue to expand our customer touchpoints for an unrivalled Mercedes-Benz experience, keeping the Malaysian market, our customers and fans in mind,” said Mercedes-Benz Malaysia President and CEO, Dr Claus Weidner (above, right).
With the addition of HSS Setia Alam, Mercedes-Benz Malaysia maintains its leading position as the largest retail network in the premium segment with 35 authorised dealerships from nine dealer groups. The result of a successful partnership between principal and authorised dealer, HSS Setia Alam, with a RM2.8 million investment, is part of the on-going RM294 million total investment by Hap Seng Star to enhance customer touchpoints nationwide. Strategically located in Setia Alam, the Autohaus extends the Mercedes-Benz brand reach to an ever-growing customer and fan base in the vicinity of Setia Alam, Puncak Alam, Kuala Selangor, Tanjung Karang and Sekinchan. HSS Setia Alam is a brand new full-fledged 3S centre managed by 39 certified personnel well-versed in sales and after-sales.
With eight work bays installed and manned by Daimler AG certified professionals, the Autohaus is capable of servicing up to 500 vehicles a month. Hap Seng Consolidated Berhad Group Chief Operating Officer and Hap Seng Star Chief Executive, Mr Harald Behrend (below, left), said, “Throughout our nearly 50 years of collaboration with Mercedes-Benz Malaysia, we have been dedicated and passionate in providing exceptional service and best customer experience to our valued customers. Today we remain as dedicated and passionate as we first started. Our strong commitment continues with this new investment in Setia Alam.” An interim facility, HSS Setia Alam embraces the Mercedes-Benz Presentation System II (MPS II) design concept and occupies a built-up area of 10,730sq ft. Equipped with state-of-the art facilities, the complete range of Mercedes-Benz special tools and Service Differentiation, every Mercedes-Benz fan and customer can expect a seamless experience in sales, financial services and aftersales, guided by certified professionals.
Able to accommodate six showroom vehicles, the dynamic, convenient and attractive facility also offers fans and customers an up-close and personal experience with all their favourite Mercedes-Benz cars. In addition, the Mercedes-Benz Hap Seng Star Setia Alam Autohaus also houses a Star Lounge, taking customers’ comfort into consideration, and ultimately, delivering a holistic experience to each and every one who walks into the Autohaus.
The launch of HSS Setia Alam, brings the total of Mercedes-Benz Hap Seng Star Autohauses to 11 locations across the nation, reflecting a strong and thriving partnership. Hap Seng Star’s other locations in Peninsular Malaysia include HSS Kuala Lumpur, HSS Kinrara, HSS Balakong, HSS Jalan Ipoh, HSS Bukit Tinggi Klang, HSS Puchong South, and HSS Iskandar Johor. HSS Kota Kinabalu, HSS Kuching and HSS Miri are located in East Malaysia. HSS Setia Alam is located at Lot 5, Jalan Setia Murni U13/AH, Seksyen U13, 40170 Shah Alam, Selangor. For more information, please visit www.hapseng.mercedes-benz.com.myor call +603-3359 5585.
It has been announced that Cycle & Carriage Bintang Berhad (Cycle & Carriage Bintang) now has the largest network for certified body and paint collision repair facilities in Malaysia, following Daimler AG’s certification of the Cycle & Carriage Johor Bahru, Bukit Tengah and Batu Caves facilities as official Mercedes-Benz Body and Paint Centres. Cycle & Carriage Bintang’s customers in the Northern and Southern region, as well as the Klang Valley, can now enjoy peace of mind and confidence when restoring their Mercedes-Benz vehicles.
“In everything we do, we have our customers in mind at all times. The ‘Centre of Competence’ certification is an assurance that all Cycle & Carriage body and paint repairs are carried out according to the stringent global specifications set by Mercedes-Benz. Having three of our body and paint facilities awarded the certification is an impressive achievement. It reflects the quality of our after-sales teams who deliver our signature first class service to customers every step of the way,” said Cycle & Carriage Bintang CEO, Wilfrid Foo.
In early 2017, Cycle & Carriage’s Johor Bahru and Bukit Tengah service centres underwent an extensive facility and equipment upgrading process. In tandem with this, employees received specialised technical training and service process enhancement. Following which, both outlets were audited in the same year as part of the certification process, and were awarded the ‘Centre of Competence’ certification by Daimler AG. The Johor Bahru service centre spans over 32,000 sq ft and is equipped with 14 body and paint work bays, while Bukit Tengah is over 14,000 sq ft with five body and paint work bays.
Cycle & Carriage Bintang Batu Caves, the centralised body and paint collision repair centre for the Klang Valley, was first awarded the certification by Daimler AG in 2012. As part of the certification process, a re-audit was scheduled in November 2017. The Batu Caves Service Centre achieved the perfect score of 100 percent and is now recognised by Daimler AG as one of the highest-ranking centres for collision repairs in the world. Spanning over 45,000 sq ft with 22 body and paint work bays, the facility has the capacity to service 130 vehicles every month.
Cycle & Carriage Bintang’s network comprises 12 Autohauses nationwide which includes 10 After-Sales Autohauses across Malaysia. In 2016, Cycle & Carriage Bintang was awarded all top three spots in the Mercedes-Benz Malaysia Service Excellence Award in South East Asia for demonstrating strong aftersales standards. More recently, Cycle & Carriage Bintang received the highest Mercedes-Benz Malaysia Customer Satisfaction Index (CSI) rating for after sales for the second half of 2017 in Malaysia, with Cycle & Carriage Bintang (Northern) Sdn Bhd Bukit Tengah announced as the Champion in the competitor benchmark study.
