KUALA LUMPUR: Mercedes-Benz has launched a new lifestyle retail concept in Malaysia to elevate the experience of luxury car ownership, “Star Elegance”. The new concept is said to be the first of its kind within the automotive industry.

First introduced at Hap Seng Star Bukit Tinggi, this lifestyle retail concept will be rolled out in other centres over several phases. It offers a wide range of services aimed at enhancing the customer lifestyle experience at Mercedes-Benz Autohaus.

The Star Elegance currently offers a luxury nail spa service to customers. However, the automaker will soon be adding new brands and collaborators to expand the range of wellness and other luxury retail services.

Other facilities available at the Hap Seng Star Bukit Tinggi include- 

• Mercedes-Benz Café
• Eco-conscious merchandise collection 
• Charging solutions for EV owners
• Mercedes me App Digital Extras for enhanced ownership experience
• Special perks for Mercedes-Benz Card owners such as a 10% discount on parts, merchandise, and accessories, and 10x TreatPoints 

The debut of the new Star Elegance is based on insights the automaker received from conducting focus groups of nearly 400 customers. The findings revealed that 94% found the concept interesting, and 91% would visit the lifestyle shop while their car is being serviced. 

Amanda Zhang, CEO and president of Mercedes-Benz Malaysia said, “As a leader in the luxury car industry, Mercedes-Benz consistently enhances the luxury experience for its customers. Today, Mercedes-Benz Malaysia is pioneering an industry-first by integrating a wellness-centric approach into our retail environment. The Star Elegance concept seamlessly blends innovative retail experiences with meticulously curated lifestyle elements, creating a holistic and unprecedented luxury experience for our customers.”

Edmin Naidoo, Vice President of Customer Services at Mercedes-Benz Cars Malaysia, reaffirms that “With the introduction of our Star Elegance Lifestyle Concept, we continue on our transformative journey to redefine Mercedes-Benz moments. Star Elegance epitomises our commitment to delivering the pinnacle of customer experience and setting new standards in luxury automotive solutions. This initiative underscores our unwavering dedication to meeting the diverse and sophisticated needs of our esteemed customers, solidifying Mercedes-Benz as the premier choice in luxury automotive. As we embrace the possibilities that Star Elegance brings, we eagerly anticipate continuing our legacy of customer-centric innovation and shaping the future of luxury experiences.”

The inauguration of the new luxury retail concept coincides with the premiere of four new Mercedes-Benz EQE models.

Also read: Price confirmed for 2024 Mercedes-Benz C-Class PHEV in Malaysia