By Sherilyn Goh
German luxury carmaker Mercedes-Benz Malaysia recorded a 56% growth in sales to 10,854 units sold in 2015, bucking the trend of pallid sales growth observed in the local automotive sector for the past year.
Leading the sales chart were its locally produced C-, E- and S- Class models, which collectively registered a 75% year-on-year increase in sales.
The E-Class model, which is its first locally produced diesel hybrid, topped the chart with 3,383 units sold, compared to 2,212 units the previous year. Sales for the C-Class model increases 56% to 2,697 units, whereas its flagship S400L Hybrid grew 201% to 1,909 units.
Its compact vehicles recorded a combined double-digit increase of 21%, with the CLA registering 74% increase to 959 units. The A-Class and GLA sold a total of 832 units and 816 units respectively.
No price increase
For year to date Nov 2015, the luxury marque also grew its local automotive market share by 0.7% to 1.9%, amid the challenging operating environment confronting other carmakers due to a weak ringgit, higher advertising and promotion expenses due to fierce competition and muted consumer sentiment which is widely expected to exacerbate into the new year.
The luxury marque had earlier bucked the trend against other carmakers which have respectively adjusted upwards their prices citing increasing costs due to currency fluctuations, maintaining from Oct 2015 that it will not increase its car prices in the short and medium term.
This is despite several other automotive makers including Proton, Perodua, Toyota, Honda and Nissan had also respectively indicated upwards adjustments in their car prices starting from this month to buffer higher import costs of components and complete built-up models.
Mercedes-Benz Malaysia is 51%-owned by Daimler AG, and 49%-owned by Cycle & Carriage Bintang Bhd.
Claus Weidner
Its president and chief executive officer Claus Weidner had reiterated on January 4 that there will be no increase in the price of its vehicles across the board at the start of the new year.
The company also announced that its locally assembled luxury hybrid vehicles, namely the S400L Hybrid and E300 BlueTec Hybrid, had received an extension on import duty and excise tax exemptions.
Its vice president of sales and marketing for passenger cars Mark Raine said that while there will be no increase in car prices, the carmaker will continue to monitor and take into consideration market conditions in its pricing strategy.
Despite noting dampened economic conditions, Raine is upbeat on the prospects on the carmaker going forward citing exciting product line-ups, strong dealership, sales and services network.
He said: “We are confident of maintaining the position as the premium car market leader and strongly outgrowing the market.”
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