Q&A: Amanda Zhang on steering Mercedes-Benz forward, its latest Top-End Vehicles line-up and more

At the recent Mercedes-Benz Luxury Showcase, we were in conversation with CEO Amanda Zhang to discuss in detail the line-up of the latest Top-End Vehicles, trends within the luxury car industry and more.

Earlier this month, Mercedes-Benz hosted its “Luxury Like No Other” showcase, where it presented a range of dream cars, which includes four new Top-End Vehicles: Mercedes-Maybach GLS 600 4MATIC; Mercedes-AMG S 63 E PERFORMANCE; Mercedes-Benz GLS 450 4MATIC; and Mercedes-Benz CLE 300 4MATIC Coupé. Representing the automotive luxury brand’s philosophy of sensual purity and passion, these vehicles offer pure performance, breathtaking style, and state-of-the-art engineering.

According to Amanda Zhang, CEO & President of Mercedes-Benz Malaysia, “Mercedes-Benz’s pursuit to build the world’s most desirable cars has been the driving force behind our brand since its inception. The vehicles [we are presenting] are a true showcase of unparalleled luxury, embodying the very essence of Mercedes-Benz and setting a new standard for the industry.”

Each of the four new vehicles represent beloved Mercedes-Benz models that have undergone not only subtle yet meaningful design changes, but also embedded with technical updates for the modern audience and luxury car enthusiasts. The new Mercedes-Maybach GLS 600 4MATIC combines the strengths of the GLS with the highly attractive exclusivity of Maybach. Vertical chrome bars and the “Maybach” lettering are what immediately stand out in the design. Features such as ambient lighting with animated projection of the Mercedes-Maybach pattern, AIRMATIC package, panoramic sliding sunroof and power closing — these are only a taste of all the technical aspects of the model.

The Mercedes-AMG S 63 E PERFORMANCE sets the benchmark by combining the AMG 4.0 litre V8 biturbo engine with the AMG high-performance battery (HPB). Equipped with 21-inch AMG cross-spoke forged wheels, AMG high-performance ceramic composite braking system, AMG Active Ride Control and more, the model is truly a blend of performance and luxury. In the Mercedes-Benz GLS 450 4MATIC you’ll find the S-Class of the SUVs. Setting new standards as a large luxury SUV, its exterior design exudes powerful, dynamic elegance while the interior offers sheer luxury in the spacious rear. And finally, the new Mercedes-Benz CLE 300 4MATIC Coupé brings together the elements of sport and elegance. Its aesthetic soul shaped by the design philosophy of Sensual Purity, the CLE Coupé is also the first-ever Mercedes-Benz model in Malaysia to feature DIGITAL LIGHT with projection function.

At the Luxury Showcase, we also had the chance to sit with CEO Amanda Zhang to discuss the current trends in luxury automotive, and what’s coming up for Mercedes-Benz Malaysia.

Mercedes-Benz has announced their shifting into the full EV revolution a little bit later. Does that effect Mercedes-Benz Malaysia’s plans in any way?

Actually, when you say ‘shifting’, our target has not changed. We still have a clear role with our mission in 2039 to reach the entire market. We’re still getting ready by 2030, where the market conditions allow for fully electric, so what has changed is every market is different. We always say there’s a ‘ketchup bottle effect’. In Europe, we’re already starting that because of the government incentives, the general awareness and so on in many markets. In Scandinavian countries, you already have almost 100% EV adoption and in Germany as well. Here, I think we’re still at a very early stage. But we can see in the Malaysian market, because we started recently, our growth rate is fantastic. I think there’s a lot of curiosity. So, it’s hard to say when the ‘ketchup bottle effect’ is gonna happen in Malaysia, but I’m absolutely confident judging by the curiosity on the ground that we have, that it will happen eventually. So, our goal has not changed.

We’ve seen two cars being previous downstairs as well, the A 35 [4MATIC] and C43, which have also been previewed before. So,  I’m wondering if there is any specific reason why they haven’t been launched yet?

We want to maximise the curiosity of the market. [laughs] No, in fact, as you know in our Malaysian market, we have many approval steps. So we’re actually running through that process and of course, there are certain scheme changes. Changes from the government that are for good intention, right? To maximise this new technology, we just have to go step by step and make sure we get all the approvals in place.

In terms of user trends, have you observed anything especially in the Malaysian market, towards affluent female buyers? Is there more interest, or anything new that you’ve noticed in particular?

This is always an easier conversation from lady to lady. [laughs] At Mercedes, already we have this established platform called “She’s Mercedes”, because we believe that we need to have such a network to connect affluent female leaders. And then with our products that we’ve released, we’ve also conducted surveys to understand women’s needs. Personally, a little thing I really love is that when you’re driving to work or something, you have the perfect space already [in the car] for your bag. The little things, right? So, those are the small conversations I enjoy having with the ladies, our lifestyle elements. You know, we ladies are always multitasking, right? So, we really want to activate more of the “She’s Mercedes” platform to connect and share experiences. There are topics that are always important for the circle and to build the connection within this community here.

Regarding the “Luxury Like No Other” showcase, who will be your target customers?

Today we’re showcasing four Top-End Vehicle models: Mercedes-Maybach GLS 600 4MATIC; the AMG S 63 E PERFORMANCE; GLS 450 4MATIC; and CLE 300 4MATIC Coupé. So typically, they are obviously targeted towards our existing Top-End customers, and just anyone who is really interested in the outcome. We have a very exclusive small circle viewing scheduled over the whole week. So the customers are of course our prospects, and anyone also from outside can book an appointment to view the vehicles.

Touching on the strategic direction of Mercedes-Benz Malaysia, what are some of the biggest challenges that the company could be facing in achieving that?

I think that we really enjoy having challenges. That’s what we’re here. [laughs] I mean, I always tell my team, you know, especially during the pandemic, things just happen. You don’t need to sell cars for now. But I mean, there’s been a lot of transformations as a luxury brand. There’s things electrification, and digitalisation. Sustainability is a very big topic because as a luxury brand, I believe we believe our responsibility goes beyond just assembling cars, but also take a stance and take the rest of the players with us to drive change. So, challenges for sure. But at the end of the day, it’s not about technology, the innovation. It’s about taking people with us. I think there is a huge effort that needs to be put in to make people aware. We can often share things, but how you receive it is a different way. We cannot give up. We have to constantly repeat the right message, and this is a mindset shift [that needs to happen].

So, there are many things we are pushing for. One is definitely electrification; and definitely also familiarising our customers from with a lot of digital touch-points we have, because we believe the luxury brand is also about ease of doing business. We want our customers to interact with us in the time and space that they choose. Another thing we’re pushing for is also about user-ship, not ownership. Because we want our products, although it’s luxury, to not be exclusive or out of reach. I believe luxury should be accessible. So, these are some great examples of what I call ‘good challenges’ that my team and I quite enjoy because we can really see the progress from months, to even years.

Learn more about the latest Mercedes-Benz products HERE.