Mercedes-Benz Malaysia’s (MBM) Dealer Network will invest more than RM200 million to enhance the design, ambience and functionality of its 27 dealer outlets and open more new outlets in order to augment customer comfort and satisfaction. The refurbishment program is the main thrust of the Mercedes-Benz Presentation System II (MPS II) which aims to deliver consistent imagery of Mercedes-Benz dealerships worldwide while reflecting the quality of the products and services offered at the dealerships in meeting the high brand expectations of Mercedes-Benz owners.
Mercedes-Benz Malaysia Sdn Bhd President and CEO, Roland S Folger said the MPS II is a crucial element in projecting the Mercedes-Benz brand image and a sophisticated instrument that fulfills our customers’ every requirement at the point of sale. Mercedes-Benz Malaysia (MBM) pioneered the Autohaus concept in Malaysia in 2003 and since then, its dealers have invested RM230 million in establishing a national network comprising 27 dealerships throughout Malaysia.
As part of its efforts to be the leader in customer service excellence and remain at the forefront of the premium automotive retail experience in Malaysia, MBM’s dealers will upgrade and expand its existing retail network in ensuring they continue to deliver not only the best automobiles but also an incomparable retail experience for all customers.
MBM currently boasts the largest dealer network amongst premium luxury automotive players in Malaysia facilitating easier access to its range of vehicles and services on offer. With the expansion, MBM’s dealers will also grow their talent pool by employing and training an additional 270 individuals in various roles across the outlets.
Folger was speaking at the roll out of Cycle & Carriage Bintang Berhad’s (CCB) refurbished Autohaus in Batu Caves. CCB Batu Caves is the first to complete the transformation with an investment of RM11 million comprising renovation and upgrading, tools and equipment and the new MPS II which itself cost RM500,000.
Established in 1984 as a passenger car and commercial vehicle workshop, CCB Batu Caves has enhanced customer experience at its workshop and significantly expanded its service facilities. The four-acre site now boasts 22 mechanical work bays, 22 body and paint bays, four commercial vehicle work bays and a dedicated aluminum body repair room.
The CCB Group is the leading Mercedes-Benz dealer in Malaysia accounting for close to 50 per cent of Mercedes-Benz sales while dominating the after-sales sector for Mercedes-Benz with 70 per cent market share. The company currently operates eight 3S (Sales, Service & Spare Parts) dealerships, following its acquisition of Lowe Motors.
According to CCB Group CEO, Wong Kin Foo, the Group’s success can be attributed to its investment in skilled technicians to give it the edge in servicing and meeting customers’ needs.
“We have a total of 118 work-bays throughout our network of eight service centres with a throughput of 140 cars daily by our team of 120 skilled technicians. Our technician to customer ratio is 1.2:1 while the ratio of supporting staff to direct staff is 1.3:1. These ratios are the optimum combination to ensure maximum care and attention for every customer that visits us in CCB. Our parts service level is above 95% in terms of parts availability throughout our network and are always ready to serve our customers,” Wong said.
CCB Batu Caves is now only one of two outlets throughout the Mercedes-Benz Dealer Network authorised by Daimler AG to offer aluminum body repairs and body and paint service capability.
Daimler AG’s rigorous guidelines encapsulate an isolated workplace and separate tools and equipment for aluminum repair. Unlike conventional steel body repair, aluminum body repair requires extraordinary care to prevent corrosion damage and explosion protection.
Besides enhancing the overall image and corporate identity of the dealer network, MBM recently rolled out “My Service”, a concept which imbues our dealers’ personnel with steadfastness to deliver a uniform high standard of service to Mercedes-Benz owners. MBM is continuously investing in enhancing its customer service and the German automaker is rolling out engagement conferences with its retail partners through the introduction of experiential learning and motivational conferences.
