Mercedes-Benz Targets Malaysia For All-Electric Lineup

This follows their historic achievement earlier this year when they became the first car manufacturer in Malaysia to introduce a domestically assembled EV.

According to the company, Mercedes EV sales in Malaysia have already increased 200% this year, albeit from a low base, outpacing global growth of around 120% in the first half.

“There is big demand,” Bettina Plangger, Mercedes-Benz Malaysia vice president, said in an interview last week. “We are very optimistic that we can reach this target for Malaysia.”
Malaysia is attempting to build an EV ecosystem and has offered incentives to encourage adoption. By 2030, the country hopes that EVs, including hybrids, will account for 15% of total industry volume, according to Free Malaysia Today.

Two of the world's largest EV manufacturers, BYD Co. and Tesla Inc., have launched in Malaysia. Mercedes avoids the increasingly crowded field by positioning itself at the premium end of the market, and with five models and seven variants, it already has one of the most extensive EV lineups available.
The EQS includes features such as automated driving, rear-axle steering, and electrically adjustable rear seats. “At the end, it’s not about price, but what can you offer your customers for that price,” Plangger said. “That is value. We go for the best technology, and we want to give our customers the best customer experience.” Mercedes' key Malaysian retail partner, Hap Seng Star, a unit of Hap Seng Consolidated Bhd., agreed earlier this year to switch to an agency model, giving the carmaker more direct interactions with customers as well as greater pricing control.