Following Mercedes-Benz Malaysia’s transition into an agency sales model, the company has now unveiled a new lifestyle retail concept, dubbed Star Elegance, that will be rolled out in phases to its physical outlets nationwide. The first Star Elegance outlet is now open at Hap Seng Star Bukit Tinggi, in conjunction with the launch of the updated Mercedes-Benz EQE family yesterday.
The new Star Elegance concept is billed as an “industry-first”, “wellness-centric” retail environment, utilising various “meticulously curated lifestyle elements” to create an elevated luxury experience for its customers. At the Hap Seng Star Bukit Tinggi outlet, these include the Mercedes-Benz café, a luxurious nail spa, as well as massage chairs.
The company says that the new Star Elegance retail concept is based on insights from a survey of close to 400 of its customers, where 94% of the customers find a lifestyle retail concept interesting, and 91% of the customers stated they would patronise a lifestyle shop while their vehicle is being serviced.
Commenting on the launch, Mercedes-Benz Cars Malaysia Vice President of Customer Services, Edmin Naidoo said, “Star Elegance epitomises our commitment to delivering the pinnacle of customer experience and setting new standards in luxury automotive solutions. This initiative underscores our unwavering dedication to meeting the diverse and sophisticated needs of our esteemed customers, solidifying Mercedes-Benz as the premier choice in luxury automotive.”
Mercedes-Benz Malaysia says that the Star Elegance programme will be expanded over several phases, and will soon be enlisting new brands and collaborators to offer a repertoire of luxury retail services at its outlets in the near future.
“As we embrace the possibilities that Star Elegance brings, we eagerly anticipate continuing our legacy of customer-centric innovation and shaping the future of luxury experiences,” Naidoo added.
GALLERY
