Here’s how the new Mercedes-Benz brand presence changes your car-buying experience

Cycle & Carriage’s remodelled Mutiara Damansara Autohaus is the first Mercedes-Benz dealership in the country to carry the German Marque’s latest brand presence, centred around the customers’ needs through a new spatial design philosophy and increase usage of digital media.

So how exactly does the new Mercedes-Benz dealership identity change the car buying experience? We recently had the opportunity to try out the new Compact AMG trio at the Mutiara Damansara Autohaus (more on that coming soon), and while we were there, decided to experience it for ourselves.

Upon stepping into the dealership, you’ll be immediately greeted by a Star Assistant to tend to your queries – be it sales or aftersales. The Star Assistant will then contact the relevant consultant or product experts depending on your needs.

While you sit and wait for the relevant personnel at the lounge area, you’ll get a clear view of the main display area, where all the models on sale are lined up neatly. The layout of the vehicles is specifically designed along an arc along the main route, with the intent to increase visibility of each model on display.

To ensure that customers see the cars in its true colours – just as how you’ll see it out on the roads – the showroom uses daylight lamps to illuminate the showroom floor. You’ll also find ambient lights around the entire premise, shaped similar to those that you’ll see in a Mercedes-Benz car.

When speaking to a consultant, customers can choose between public, semi-public, or “very discreet” locations. Alternatively, you can also utilise the digital surfaces including digital info stands and “media walls” littered throughout the premise, The latter integrated behind a layer of black glass to maintain a cohesive appearance along the walls.

These digital media surfaces are used for a myriad of purposes, including presentation of product information, atmospheric setting purposes, or personalisation of your model of choice in the sample studio – you’ll get to see how your customisations look like immediately.

Beside every model on display is also a digital price stand, where customers can interactively explore the special features and packages available for that particular model.

When it is time to collect your new car, you will be led into a special delivery room for the handover process. Designed as a “black box”, the space is crafted specifically to emphasise the car and the customer in the handover process – a reflection of the new Mercedes-Benz brand presence.

Product specialists will utilise the media displays within the room to facilitate their explanation of the different functionalities of the car to the customer.

And of course, how can we forget about the coffee? The new Mutiara Damansara Autohaus features a self-service lounge, where customers can feel right at home with an assortment of beverages, light snacks, and desserts. We won’t lie – we definitely spent the most time here.

If you would like to check it out for yourself, the new A 45 S, A 35, and CLA 45 S will all be at the Mutiara Damansara Autohaus on the 29th to 30th of June. As they say in English, kill two birds with one stone, right? So be sure to mark your calendars!



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