Mercedes-Benz Malaysia grew its lead within the premium passenger car category in the first quarter of 2010 after registering a stellar 20 per cent sales growth with 1089 units sold compared to 908 units in the same period last year.
The performance mirrors the trend set in the second half of 2009 which saw the company record sales growth of over 8 per cent to help it surpass expectations in spite of a poor year for the global auto industry in the aftermath of the economic downturn.
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The company’s overall performance was bolstered by the positive economic growth and improving markets in Malaysia and helped on by its market leadership position in several segments.
The E-Class leads its segment with an impressive market share of over 60 per cent buoyed by the launch of the new E-Class end of November 2009. Meanwhile, the S-Class maintains its leadership in its segment with 56 per cent market share.
The comfortable and spacious Mercedes-Benz B180 with its strategic product and price positioning remains a favourite and dominates its segment.
The Mercedes-Benz C-Class remains one of the most popular choices in the mid range premium segment. The C-Class gained strong demand by registering a significant 21 per cent growth with over 510 units sold compared to 423 units in Q109.
Earlier this year, the company launched the CGI (Charged Gasoline Injection) in their C200 and C250 CGI BlueEFFICIENCY variants which are EU5 compliant and offer excellent fuel efficiency while delivering top torque performance. Providing customers with a more diverse selection, the company also brought in limited editions of the C300 Avantgarde Estate. The new models are expected to further boost sales momentum of the C-Class.
The Mercedes-Benz E-Class is renowned for its unrivalled dynamic design, innovative technology and superior comfort. It posted outstanding sales of over 435 units, an increase of 46 percent to remain the undisputed leader in its segment.
Not to be outdone, the Mercedes-Benz M-Class strengthened its position in the luxury SUV segment with a stunning 500 per cent sales growth. The M-Class continues to garner strong interest for its combination of indulgent luxury and excellent SUV features.
The flagship Mercedes-Benz S-Class continued to dominate its segment securing sales of 75 units due to its sophistication, style and performance. The recent introduction of the new generation S-Class is expected to reinforce its position with the encouraging demand it is already receiving.
“Mercedes-Benz Malaysia’s first quarter performance clearly reflects the resilience of the auto industry and is also a testament to the excellent brand value of Mercedes-Benz which places us in a market leading position with 42 per cent share, which is seven per cent ahead of our nearest competitor, of the premium passenger car market.
“We are definitely on the right track after a dip last year. The performance to date is very gratifying and I am delighted with the strong demand for our passenger cars especially the encouraging interest in the newly launched S-Class and C-Class this year,” said
Peter Honegg (pic above), President & CEO.
Mr. Honegg added,“With Mercedes-Benz, our customers recognise that they get the best in premium passenger cars and we are continuously looking at ways to enhance the customer experience from the moment they step into our showroom. With the positive market trends and encouraging feedback from our dealers, we are confident 2010 would be a good year as there are countless opportunities for growth,” said Honegg.
Commenting on the recent unveiling of the top-of-the-range super sports car, the Mercedes-Benz SLS AMG , Honegg remarked that it was an honour for Mercedes-Benz Malaysia as it was the first country to showcase the car ahead of its global launch.
“The SLS - AMG is just magnificent. You have to experience it to understand why the SLS - AMG is the talk of the town. We are really excited to be able to bring it in to cater to the super car enthusiasts in Malaysia,” he said.
Mercedes-Benz Malaysia’s Commercial Vehicles business grew 50 per cent with sales of Mitsubishi FUSO trucks registering 65 per cent with 416 units sold.
“These are early days yet. We are nevertheless cautiously optimistic about our commercial vehicles segment this year. The gradual recovery we are witnessing within the markets should positively impact our performance as the year moves on. FUSO has a head start and its numbers are an encouraging sign for our trucks market,” Honegg added.
According to Honegg, the auto industry should yield positive returns with the confidence voiced by the Prime Minister recently on the expansion of the automotive industry in line with the growth of the GDP .
Global performance
Mercedes-Benz continued its positive sales trend of the two preceding months, increasing sales by nine per cent to 109,300 vehicles (March 2009: 98,500). As a result, the company delivered 15 per cent more vehicles to customers amounting to 248,500 units in the first quarter of 2010 (Q1 2009:216,000).
Sales of Mercedes-Benz were up in all regions in Q1, namely in China (incl. Hong Kong), with an amazing 105 per cent increase bringing in a record 24,100 units (Q1 2009: 11,800). In the month of March alone, sales in China rose by 57 percent to 8,500 units (March 2009: 5,400). Mercedes-Benz also posted gains in March 2010 within the Asia Pacific region in Australia (14 per cent), Japan (18 per cent), India (21 per cent) and South Korea (95 per cent). The brand also performed well in Brazil (40 percent) and Russia (40 per cent).
In the U.S., sales of Mercedes-Benz passenger vehicles rose 22 per cent to 49,200 units in the same quarter (Q1 2009: 40,200), while in Canada, sales climbed 24 per cent in March to a record 2,700 units (Q1 2009: 2,200).
Deliveries in Western Europe (excluding Germany) totaled 70,300 units in the first quarter, for a seven per cent rise (Q1 2009: 65,500). The brand once again grew its market share in Germany in March, and remains the most successful premium automaker in its home market with March sales amounting to 25,000 units (March 2009: 26,000).
The new E-Class was a major contributor to the brand’s overall sales increases in the first quarter with worldwide sales of the sedan almost doubled to 45,700 units, maintaining its market leadership in its segment as a result. The S-Class luxury sedan recorded sales of 13,500 units during the first quarter, a 23 per cent increase from Q109 figures. Sales of the C-Class sedan rose ten per cent to 57,000 vehicles through March, while sales in the SUV segment increased 12 per cent to 41,100 units.