The first quarter of 2016 has been good for Mercedes-Benz Malaysia. On the whole there has been a solid improvement in sales, with a market share increase of 0.5% to a total of 2.3% overall- which also makes it number 1 in the premium segment. Growth has been steady in this regard, from just 1.0% market share at the beginning of 2015.
It isn’t merely products that contribute to this improvement in performance, as Mercedes-Benz Malaysia has also sought to strengthen their dealer network with the addition of three new showrooms. Aftersales has been revamped as well: lavish lounges, express service, door-to-door pick-up services and drop-off services are all now available to Mercedes-Benz owners. There has also been investment in human capital as a select number of staff have undergone training to become Product Experts.
Through 2015, Mercedes-Benz Malaysia delivered a total of 10,865 cars to their customers. Through the first quarter of 2016, they have managed to increase performance by 41%, from 1,886 cars to 2,658 cars delivered. Their range of products is larger than ever, with the introduction of new SUVs and compact models to fill their range.
On closer analysis, this growth isn’t as simple as it seems. Their compact car range has seen a 59% increase to 664 units delivered through the first quarter- and among the models within this class, there has been a consistent positive change.
Moving on to their limousine (sedan) models, Mercedes-Benz Malaysia has quoted a 26% improvement over last year. But if we break this down to individual models, the C-Class shows a massive increase in sales with 1,359 units moved, while both the E-Class and S-Class are down by 75% and 28% respectively. The drop with the E-Class is partly because an all-new E-Class is already on the way.
Also supplementing sales figures is their new range of SUVs, with 170 units moved through the first quarter. From these figures alone we can assume that Mercedes-Benz is either attracting a less traditional group of customers, or their current customer are exploring less conventional luxury offerings.