Amanda Zhang, CEO and President of Mercedes-Benz Malaysia, reflects on the brand’s commitment to excellence

Recently, Mercedes-Benz Malaysia unveiled four of its latest Top End Vehicles (TEVs) at a lavish ceremony attended by executives of the brand, including Amanda Zhang, CEO and President of Mercedes-Benz Malaysias. Though different in looks and build, each of these luxury vehicles exude Mercedes-Benz’s unwavering passion for delivering unparalleled craftsmanship, technological superiority, and breathtaking style.

As the automotive industry continues to progress and meet ever-changing demands year after year, Mercedes-Benz remains steadfast in staying on top of such lifestyle mobility trends and innovative progresses. To dig a little deeper into the brand’s philosophy and trajectory, we caught up with Zhang for a quick conversation on how Mercedes-Benz continues to be one of the most valuable brands in the industry.

How does Mercedes-Benz balance lifestyle, design and performance?

At Mercedes-Benz, we believe that lifestyle, design and performance are the pillars of the luxury automotive experience. Our approach involves a deep understanding of our luxury consumers’ preferences towards personal fulfillment and the ability to express their unique identities through their choice of vehicle.

Our TEVs have been designed to serve not just as modes of transportation but as bespoke creations that cater to intricate preferences in style, comfort and driving dynamics. Models such as the Mercedes-Maybach GLS 600 4MATIC and the AMG S 63 E Performance reflect the pinnacle of this philosophy, delivering unmatched luxury and exhilarating performance.

How does Mercedes-Benz position itself as more than just a car brand?

Mercedes-Benz transcends the traditional concept of an automotive brand by shaping a lifestyle that integrates seamlessly with the discerning tastes of our customers. Each Mercedes-Benz is not merely a vehicle; it is a declaration of prestige and exclusivity. To own a Mercedes-Benz is to signify a status that resonates with sophistication and a rich heritage of craftsmanship and innovation.

Our creations are not simply vehicles, but emblems of both luxury and responsibility, offering consumers a symbol of prestige and a lasting commitment to sustainability. The insights from our customer brand study reveal a pivotal shift in luxury consumer behaviour, with a marked preference for sustainable practices in the automotive industry. Our pledge to move towards an all-electric future is a testament to this shift, reinforcing the brand’s appeal to customers who seek not just seeking luxury but are equally conscious of the environmental impact.

What does the term “dream car” mean to you?

To me, a “dream car” epitomises luxury, innovation, and personal connection. It symbolises aspiration, reflecting individuality and achievement. Beyond transportation, it is a statement of dreams realised. Whether they are sleek sports cars, elegant sedans, or versatile SUVs, dream cars embody personal style and lifestyle. They evoke pride and fulfilment, representing a tangible link to one’s aspirations and success.

What are three aspects that you look for in your dream car and how does Mercedes-Benz fit into that ideal?

In my ideal dream car, I seek unparalleled luxury—a blend of prestige, performance and technological innovation that elevates the driving experience to new heights of sophistication. Mercedes-Benz perfectly embodies these qualities through vehicles like the Mercedes-Maybach, representing the pinnacle of luxury craftsmanship as well as the performance beasts like the Mercedes-AMG models that carry our motorsport legacy.

Additionally, Mercedes-Benz excels in integrating advanced technological features, ensuring that every drive is not just a journey, but an immersive experience in innovation and refinement. Mercedes-Benz doesn’t just meet expectations; it redefines luxury, setting the benchmark for excellence in style, performance, prestige and customer experience.

How do you ensure that the brand is at the forefront of any innovation or advancement in trends?

Innovation is at the core of what we do. We make sure we stay ahead by investing in research and development, engaging with forward-thinking partners and maintaining a customer-centric approach that anticipates and meets evolving needs. Mercedes-Benz Malaysia is not only committed to Ambition 2039, which charts our course towards sustainable mobility, but also recognises the importance of digitalisation in achieving this goal.

As part of our efforts, we have implemented the “Retail of the Future”agency model to revolutionise the car buying experience. This transformative approach ensures that our retail partners maintain their pivotal role as experts and brand ambassadors, while also embracing digital advancements. Through Mercedes-Benz online showroom, customers can now access one best price via a convenient portal, offering a seamless omni-channel experience.

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