Mercedes-Benz to introduce agency model in Malaysia this September

KUALA LUMPUR: In an effort to adapt to evolving customer demands in the digital era, Mercedes-Benz has teamed up with its retail partners in Malaysia to introduce the agency model. It is the first agency model in the region, with its implementation expected in September 2023.

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.”

What does the Mercedes-Benz Malaysia agency model offer to customers -

• The agency model will offer a seamless purchasing journey to customers, providing them with one best price
• They will get the freedom to choose from a national stock, regardless of location or channel
• The model will also enable customers to conveniently switch between and combine different contact points. Whether they prefer engaging with product experts at authorized dealerships or obtaining information and concluding the purchase contract online, they have the flexibility to choose what works best for them

Mercedes-Benz's retail partners will continue to play a vital role in the model as brand ambassadors and experts. From the initial research phase to the vehicle handover, retail partners will ensure a seamless customer journey through an omnichannel experience.

Not only that, but the agency model will also allow retail partners to concentrate even more than before on customers and their support. 

Also read: Mercedes-Benz Malaysia invites applications for Advanced Modern Apprenticeship Program 2023