If the latest ‘brand presence’ makeover at Cycle & Carriage Bintang’s impressively remodelled Mutiara Damansara Autohaus facility is anything to go; it’s clear that Mercedes-Benz isn’t just satisfied with leading the premium segment in sales, it wants its customers to remain where they are while attracting more to the fold.

Can you identify the remnants of the original Mutiara Damansara Autohaus that was launched back in 2006?

President and CEO of Mercedes-Benz Malaysia Dr. Claus Weidner had this to say at the launch, “The new brand presence redefines the future of retail. At Mercedes-Benz, we take great pride in making the customer journey just as fulfilling as the ride ahead. We strongly believe that the introduction of this new brand presence will enable us to better cater to customers together with our trusted partner (Cycle & Carriage Bintang).”

President and CEO of Mercedes-Benz Malaysia Dr. Claus Weidner (above, right) had this to say at the launch, “The new brand presence redefines the future of retail. At Mercedes-Benz, we take great pride in making the customer journey just as fulfilling as the ride ahead. We strongly believe that the introduction of this new brand presence will enable us to better cater to customers together with our trusted partner (Cycle & Carriage Bintang).”

Redefinition is an appropriate description given that the original Mutiara Damansara centre, opened back in 2006, bears little resemblance to the newly reconstituted Autohaus facility shown to the members of the media. It is also the first Mercedes-Benz dealership in Malaysia to adopt the new brand presence at a cost of RM18 million, with three other Cycle & Carriage Mercedes-Benz dealerships to be upgraded before the year is out.

The makeover entails new processes from the moment the customer makes an appointment or when he/she steps into the showroom, where a ‘Star Assistant’ will be assigned specifically to attend to the needs of the guest. Not surprisingly, the show floor and lounges will now feature numerous touch points driven by the latest in multimedia, with walls made out of LED displays and digital specs stands next to each vehicle, equipped with a help button in case the customer requires attention.

Apart from a cosy and airy ambience that takes after the design elements and latest features of the products (e.g. the showroom lighting is akin to the ambient lighting of a modern Mercedes-Benz model), the after-sales experience is also being elevated with the incorporation of a drive-in reception where the vehicle is received by service advisors indoors.

Taking delivery of a new car is always a special moment.

In essence, the redefinition of customer service in an Autohaus is all-encompassing, whether it’s the F&B area (look like a business class lounge and generously stocked) or the vehicle delivery room (personal, private and comfortable), it is a massive show of commitment by Mercedes-Benz Malaysia and Cycle & Carriage Bintang to their customers. The best or nothing, you better believe it.


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Denis Wong
In the age of misinformation and spin, Denis prefers candour and a counterpoint, because the truth matters.