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Home arrow Market Research Findings arrow Automotive arrow Luxury Auto Brands Shift Up A Gear
Luxury Auto Brands Shift Up A Gear PDF Print E-mail
Written by Marketing Interactive   
28 Jan 2011
Mercedes-Benz Malaysia will move to defend its iron grip on the luxury auto segment, with rival automaker Volkswagen set to shake up the luxury automotive market.

Volkswagen Group, owner of Audi and luxury brands including Bentley, looks set to increase its focus on the Malaysia market after securing a deal to manufacture its cars locally.

The development comes as Mercedes-Benz Malaysia recorded its strongest year to date, with sales up 28% in the past year.

Mercedes-Benz closed off 2010 to deliver 6,970 vehicles, exceeding the company's best performance to date of 6,146 units sold in 2008.

Roland Folger (pic, left), incoming president and CEO of Mercedes-Benz Malaysia, said Mercedes-Benz was the brand of choice within the Malaysian premium passenger car segment with a market share of 51%.

He said the country's luxury car segment was in a strong position with sales now close to pre-global financial crisis levels.

But outgoing president and CEO Peter Honegg (pic, right) warned there were challenges ahead, with rival German car maker Volkswagen increasing its activity in the local market.

"They will change the automotive landscape in Malaysia," he said. "They want to be number one globally."

In an interview with A+M, Folger said Mercedes would capitalise on its leading position in the market with new models and innovation.

"I believe the market for luxury vehicles and for luxury brands among the automotive industry is strongly picking up and it shows a lot of potential for us."

Meanwhile BMW Group Malaysia has driven into record sales territory, locking in sales of 4,509 vehicles in 2010 with record performances across all of its Malaysian business units including BMW, MINI and BMW Motorrad.

By: Matt Eaton

Malaysia - 13 January 2011

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