Next milestone in the Retail of the Future: Mercedes-Benz together with its retail partners reach an agreement on the implementation of the agency model in Malaysia

• Implementation of the Mercedes-Benz strategy in driving retail transformation: offering a holistic customer experience through direct sales of Mercedes-Benz Cars.
• Mercedes-Benz together with all its retail partners agree on key points for the introduction of the agency model in Malaysia.
• As the first in this region, the implementation in Malaysia is expected in September 2023

Kuala Lumpur. Mercedes-Benz has reached an agreement with its retail partners on the key points to introduce the agency model in Malaysia. The company will drive the transformation together with all its retail partners to meet the changed customer needs in the digital era.

Sagree Sardien, CEO & President, Mercedes-Benz Malaysia said “We are excited to share a major milestone in our mission to strengthen customer loyalty for the Mercedes-Benz brand. Through a close partnership with our esteemed retail partners, we will jointly embark in taking the next step towards revolutionizing our sales model. As the first in the region to implement the agency model for the brand, we are confident that this transformative leap will further enhance our brand's presence and deliver an exceptional customer experience. Together, we look forward to an exciting journey in redefining automotive sales in a highly digital & technological era."

Bettina Plangger, Vice President, Sales & Marketing, Mercedes-Benz Malaysia added, “This progress is driven by changes in customer behavior in the digital age. We want to make it as easy as possible for our customers to interact with us. It doesn’t matter if it’s digital or physical. The agency model supports us in seamlessly connecting all contact points.”

One price, best customer experience
The new model will empower its customers to a seamless purchasing journey with one best price. Customers will have even more freedom to choose from a national stock, regardless of location or channel. They can conveniently switch between and combine the different contact points, regardless of whether they want to exchange ideas with product experts in its authorized dealership; obtain information and/or conclude the purchase contract online.

Retail partners to continue as brand representatives
Mercedes-Benz's retail partners will maintain their pivotal role as experts and Brand Ambassadors, offering customers a luxurious experience at their retail network. They will play a crucial part in ensuring a seamless customer journey of omni-channel experience, from the initial research phase to the vehicle handover upon purchase.

The new agency model offers its retail partners the opportunity to concentrate even more than before on customers and their support. Customers will continue to benefit from a comprehensive range of services at retail, including vehicle sales, flexible financing options, maintenance and repair services, genuine parts availability and warranty support. This convenient accessibility ensures a holistic ownership experience for customers.