Remarkably, the luxury brand successfully advanced as the first automaker to establish a domestic EV assembly plant and market the outputs in the Southeast Asian country.
Mercedes’ footprint in Malaysia
Mercedes’ EV sales in Malaysia grew by a whopping 200% in 2023. It even surpassed the global growth of approximately 120% in the first six months of 2023.
In addition, its global EV sales represented around 11% of its overall delivery figures. Remarkably, its Malaysian EV volume accounts for about 30% of the automaker’s total portfolio regardless of the powertrain.
“People are increasingly interested in EV vehicles, others are coming into the market, and there is big demand. We are very optimistic that we can reach this target for Malaysia.”Bettina Plangger, Mercedes-Benz Malaysia VP (via Bloomberg)
Mercedes’ target of selling only all-electric vehicle models in Malaysia by 2030 aligns with the country’s goal of having EVs represent 15% of the industry’s overall volume.
Notably, the German automaker has already brought five of its EV models, along with seven trims, into the domestic market. Its EV offerings are selling at a very premium price. In fact, the locally built EQS 500 4Matic is currently the country’s most expensive model at 649,000 ringgit (US$142,000).
Mercedes justifies its pricing by saying that it prioritizes “value” as a luxury brand.
“It’s not about price, but what can you offer your customers for that price. At the end, it’s not about price, but what can you offer your customers for that price. That is value. We go for the best technology, and we want to give our customers the best customer experience.”Bettina Plangger, Mercedes-Benz Malaysia VP (via Bloomberg)
For context, the Mercedes EQS offers innovative features like semi-autonomous driving technology, rear axle steering, Nappa leather adjustable rear seats, etc.
- Mercedes’ new EVs stimulate demand as it aims to “grow fast” in the industry
- Mercedes-Benz becomes the first German automaker to adopt Tesla’s NACS
- Mercedes-Benz bests Tesla for California’s approval of self-driving tec
- Stellantis, Mercedes, and TotalEnergies launch the first EV battery factory in Franc
- Mercedes-Benz: EVs are “technically superior” to e-fuel combustion cars
Mercedes’ strong presence in the Malaysian EV market is unsurprising, given the automaker’s efforts in promoting its offerings. It also does not compromise the value and quality of its EV models to sustain its reputation among local customers.