Mercedes-Benz on the market expansion path

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SaigonTimes English - 33 month(s) ago 184 readings

Mercedes-Benz on the market expansion path

Despite the persistent woes faced by the domestic economy and the sluggish auto market, Mercedes-Benz Vietnam and its partners remain keen on their long-term commitment to open more dealers and at the same time launch new luxury car models to meet demand of those who want to own premium cars.

Mercedes-Benz on the market expansion path

By Hung Le in HCMC

(From left) Paul Nguyen, sales director of Vietnam Star; Marcus Kleine, general director of Vietnam Star; Datuk Edward Lee, man aging director of Hap Seng Consolidated Berhad; Peter Alexander Trettin, president and CEO of Daimler Central/Eastern Europe Africa & Asia; Michael Behrens, general director of Mercedes-Benz Vietnam; and Tin Pham, sales manager of Vietnam Star, cut the ribbon to open the Mercedes-Benz Brand Gallery in Phu My Hung new urban town in HCMC
Despite the persistent woes faced by the domestic economy and the sluggish auto market, Mercedes-Benz Vietnam and its partners remain keen on their long-term commitment to open more dealers and at the same time launch new luxury car models to meet demand of those who want to own premium cars.

Expanding dealer network

In line with the biggest investment from its authorized dealer Vietnam Star, the luxury carmaker sets a new benchmark in Vietnam’s auto market with the grand opening of the new Autohaus in HCMC’s District 7 on Wednesday, offering the entire range of its world-class products and services from the brand. The new Autohaus was launched just 4 days after Mercedes-Benz opened one in the central city of Danang, which is called Mercedes-Benz An Du Autohaus.

Michael Behrens, general director of Mercedes-Benz Vietnam, said: “We are delighted to see Mercedes-Benz has come another step closer to our customers in the whole country. We have the most complete dealer network of any luxury brand in Vietnam with outlets in all parts of the country, providing full sales and after-sales services.”

The new dealership – the Mercedes-Benz Brand Gallery – has been established with an investment of US$5 million from Vietnam Star and ranks as a flagship Autohaus 600 according to the global standards of Daimler A.G, the owner of the Mercedes-Benz marquee.

The network’s largest Autohaus is located on Nguyen Van Linh Parkway in Phu My Hung town. According to Mercedes-Benz, the new facility will offer customers a full range premium experience. Its new flagship includes a high-class complex of deluxe showrooms with fine architectural design, multi-functional workshops and a genuine parts store.

The Brand Gallery spreads over a large area in a 3-level building with more than 4,400 square meters of floor space, accommodating up to 20 cars at a time in its showroom which boasts an AMG center on the second level, along with service capacity for over 20 cars per day and parking space for more than 60 cars on its rooftop and ground floor.

Visitors view the new generation M-class at the launching ceremony - Photos: Hung Le
The Brand Gallery features a range of facilities in fine architectural design as well as exclusive elements from Mercedes-Benz: multi-function workshop, genuine parts store, and the brand’s premium accessories shop. Guests can also relax at the café lounge, Samsung entertainment area and other comforts, such as an area designed for children, where they can play and have fun while their parents view the cars on display.

Datuk Edward Lee, managing director of Hap Seng Consolidated Berhad, the sole shareholder of Vietnam Star and the investor in the Vietnam Star Mercedes-Benz Autohaus network, said: “Vietnam is a fast growing country and we are confident in the economic development. We see great potential in the development of the luxury segment in the short to mid term. More people want to own premium, safe, and fascinating cars of Mercedes-Benz, as well as have their cars serviced at Mercedes-Benz full sales and after-sales outlet available nationwide. We are committed to a long-term investment in Vietnam.”

Vietnam Star is one of Mercedes-Benz Vietnam’s business partners to have invested in this high-end Autohaus dealership this time and other two outlets: Vietnam Star on Truong Chinh Street in HCMC’s Tan Phu District and Vietnam Star Long Bien, Hanoi, along with other city showrooms in downtown areas of the country’s two biggest cities.

“In line with Mercedes-Benz Vietnam, our mission is to be number one in customer care in the automotive area. This is why we have invested US$5 million in this Mercedes-Benz number one Autohaus in Vietnam,” said Marcus Kleine, general director of Vietnam Star.

Peter Alexander Trettin, president and CEO of Daimler Central/Eastern Europe Africa & Asia said: “The new Autohaus of Vietnam Star has made itself proudly a Mercedes-Benz Brand Gallery in Vietnam. It is another strong example proving our long-term commitment to customers, and at the same time offering an unparalleled luxury experience of segment defining products and world-class services.”

Meanwhile, Michael Behrens, general director of Mercedes-Benz Vietnam, said Mercedes-Benz had been gearing for an expansion spree over the last three years with more than US$23 million for its base facilities and nationwide network and another US$10 million for authorized outlets.

The company has seen its unprecedented growth so far to be the luxury segment leader in every aspect, thanks to successful sales result (totally nearly 2,900 units sold in 2011), a system of showrooms and service centers across the country (it is the only premium auto brand in Vietnam to have such extensive sales and after-sales network nationwide) and an overwhelming product portfolio of 22 variants (from C-class, E-class, GLK, to CLS, SLK, R-class, S-class and today added with the latest arrived “new M-Class”).

And launching new car

Mercedes-Benz on this occasion is putting the spotlight on the new generation M-class as the best-selling luxury SUV making its Vietnam premiere. The new M-class now marks the third generation of the carmaker that have been a top seller for the brand, with more than 1.2 million units sold worldwide since its introduction in 1998.

According to the company, the new M-class introduced in Vietnam as ML350 4MATIC scores particularly high on outstanding energy efficiency which is 25% lower than previous models (8.8 liters on 100km highway), thanks to the new engine technology and BlueEFFICIENCY package. Other strengths of the SUV in the segment are an all-wheel-drive system with exceptional safety and balanced ride comfort and driving both on/off road. The latest ML350 4MATIC features an array of new chassis developments and innovative dynamic handling control.

The new M-Class comes as standard with the Audio 20 CD system, which comprises a radio with twin-tuner, a colour display screen, an MP3/WMA/AAC-compatible CD player with 6-disc changer, a USB interface, an AUX-IN socket in the centre armrest and a telephone keypad. The Bluetooth interface also allows hands-free telephony and Audio Streaming for the transfer of music.

The ML 350 4MATIC delivers a convincing performance thanks to the technical details of the new V6, 3.5L petrol engine generation. It boosts a maximum output of 306 hp at 6,500 rpm and 370 Nm of torque at 2500 – 5250 rpm. ML350 4MATIC accelerates to 100 km/h in only 7.6s from standstill and spin as fastest as 235km/h. The ML 350 4MATIC meets the requirements of the EU5 standard, currently the strictest in the EU.

The fuel economy is underpinned by a comprehensive package of BlueEFFICIENCY measures and this state-of-the-art engineering.

The robust occupant compartment of the new M-Class, together with the front and rear deformation zones, forms an effective basis for the occupant protection system. Up to nine airbags, activated on demand in accordance with the accident type and accident severity, can reduce the loads exerted on the occupants.

Safety systems such as the standard-fit Electronic Stability Program (ESP), Anti-lock Brake (ABS), Brake Assist (BAS), Pre-Safe, Neck-Pro, etc can help to prevent an accident or reduce the severity of an accident.

The new car comes with a price tag of VND3.44 billion, with 10% VAT included and is now available at Mercedes-Benz dealers nationwide.

The Saigon Times Daily

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