The Klang Valley has the largest concentration of motor vehicles in the country and obviously, also a large proportion of Mercedes-Benz vehicles. For this reason, the network of outlets – known as Autohaus – is quite extensive in the Klang Valley to serve the many customers.
In Bandar Parklands, near Klang, Hap Seng Star has a Mercedes-Benz Autohaus in the Bukti Tinggi area which was set up in view of the prominent and established township. “We want to be where our customers are, and deliver to them the best customer services and retail experience. In today’s context, we are cognisant that the customer experience is equally as important as the product offering, and thus, together with Mercedes-Benz, we aim to capitalise on the immense auto business opportunities within the Bukit Tinggi region and growing it into a significant auto hub in the years to come,” said Harald Behrend, Group Chief Operating Officer of Hap Seng Consolidated Berhad and Chief Executive of Hap Seng Group’s Automotive Division.
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.
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.
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.
Mercedes-Benz Malaysia together with authorised dealer, Hap Seng Star Sdn Bhd, recently launched the Mercedes-Benz Hap Seng Star Puchong South Autohaus. To-date, Hap Seng has invested a total of RM250 million in expanding its customer touchpoints nationwide, with an investment of RM6 million for the Hap Seng Star Puchong South Autohaus alone.
(From Left): Hap Seng Consolidated Berhad, Group Chief Operating Officer and Hap Seng Star Chief Executive, Mr Harald Behrend and Mercedes-Benz Malaysia, President and CEO, Dr Claus Weidner.
Part of a highly successful on-going partnership between principal and authorised dealer partner, Hap Seng Star Puchong South Autohaus is strategically located next to the Damansara-Puchong Highway (LDP – Puchong Barat Toll Plaza), providing easy access to customers residing in and around Puchong, USJ and Putrajaya.
Speaking at the official launch, Mercedes-Benz Malaysia President and CEO, Dr Claus Weidner, (above, right) said, “We are constantly looking to expand our dealer network, both in terms of coverage and to ensure that we are in the most advantageous locations to better serve our customers. It gives us great pleasure to congratulate Hap Seng Star on the launch of Mercedes-Benz Hap Seng Star Puchong South Autohaus and wish the team all the success in both sales and after sales. We will continue enhancing our customer touchpoints nationwide while investing in developing key areas including talent, technology, production and services, as we remain focused on providing our customers with the Best Products and the Best Customer Experience.”
With a built-up area of 21,577 sq ft, the Mercedes-Benz Hap Seng Star Puchong South Autohaus conforms to the Mercedes-Benz Presentation System II (MPS II) Autohaus concept, the global autohaus benchmark of customer experience, complete with the latest Mercedes-Benz Corporate Identity (CI).
“With the launch of this Hap Seng Star Puchong South Autohaus, we are proud to announce our 10th authorised Mercedes-Benz dealership in Malaysia. While this is a significant milestone in our history as a passionate dealer of Mercedes-Benz vehicles, we continue to reaffirm our commitment to deliver the highest standards of customer service to those who are part of the Hap Seng Star customer family,” said Hap Seng Consolidated Berhad, Group Chief Operating Officer and Hap Seng Star Sdn Bhd, Chief Executive, Harald Behrend (above, 4th from left).
More on HSS Puchong South…
Hap Seng Star Puchong South Autohaus has a total display capacity of eight Mercedes-Benz vehicles; and although an interim facility, the Autohaus is a full-fledged 3S centre equipped with 12 work bays, capable of servicing up to approximately 500 vehicles a month, providing general and specialised repair solutions.
To provide greater customer care and convenience, the 27 member team at Hap Seng Star Puchong South Autohaus offers a complete one-stop solution in sales, financial and after sales services. This includes tailored service when intending to purchase a Mercedes-Benz, personalised one-on-one interaction with a Service Advisor on necessary vehicle maintenance and repair, and financial services from Mercedes-Benz Services Malaysia, thus completing the customer’s journey in purchasing and owning a prized Mercedes-Benz vehicle.
All technicians at the Authohaus are Mercedes-Benz certified and able to provide exceptional repair works with state-of-the art specialised Mercedes-Benz equipment and tools. The new Autohaus also offers customers specialised maintenance and 24 hour roadside assistance.
Customers can also opt for Service Differentiation – an exclusive range of personalised services tailored to customers’ individual needs that offers flexibility and convenience which includes premium express service, door-to-door service or merely drop and go their Mercedes-Benz vehicle at the autohaus.
Placing greater emphasis on customer comfort and individuality, the Mercedes-Benz Hap Seng Star Puchong South Autohaus is equipped with a private Star Lounge and Mercedes-Benz lifestyle products are available for sale to all fans of the brand.
Currently, Hap Seng Star operates in Jalan Sultan Ismail, Kinrara, Jalan Ipoh, Balakong, Bukit Tinggi, Iskandar Johor and the latest in Puchong South. In East Malaysia, Hap Seng Star is present in Kuching, Miri and Kota Kinabalu.
The Hap Seng Star Puchong South Autohaus brings the total number of Mercedes-Benz Malaysia dedicated nationwide dealerships to 34 Autohauses, all delivering the Best Products and the Best Customer Experience throughout customers’ entire journey. This further fortifies the German marque’s position as the largest and leading premium automotive dealer network in the country.
The Mercedes-Benz Hap Seng Star Puchong South Autohaus is located at Lot 14225, KM3.8, Lebuhraya Damansara-Puchong, 47100, Puchong. For more info, call +603 – 8051 5616.
