KUALA LUMPUR: Mark Raine is always calm and composed wherever he is, and it is with good reason. Following a 56% growth in 2015, the vice-president of sales and marketing at Mercedes-Benz Malaysia Sdn Bhd has a target this year of maintaining the company’s volume of sales. Despite a downturn in the market, 2016 has been kind to Raine and his team. While the market has gone down by 15%, Mercedes-Benz has managed to grow by a further 10%, thus strengthening its market leadership.

It is the sixth-biggest selling brand in Malaysia. Its overall market share is now at 2.4%, which is more than double the market share it had just two years ago.  

“We have a holistic approach to the business — having a unique and comprehensive strategy developed specifically for Malaysia is what’s been key to our success,” said Raine.

Having launched 12 cars already this year, Mercedes-Benz Malaysia continues its offensive product drive with the launch of three more luxury SUVs for the Malaysian market.  

“It’s been extremely challenging but fun at the same time,” said Raine. “With the expansion of our dealer networks, local partners and production facilities, we evolved together. It was many pieces of the puzzle fitting together,” he said.

The first half of 2016 saw the company break records, with a delivery of 6,017 cars. Compared with the same period last year, it managed to post a double-digit growth of 17%. At the end of June in particular, it achieved a new milestone of recording its best-ever month with a total of 1,203 cars sold, and a best-ever quarter with a total of 3,359 cars sold. More recently, the launch at KLPac saw a further three cars rolled out — the GLC Coupe, the GLS and the introduction of the iconic G-Class, thus completing its premium SUV range.

“Looking at our success this year, I think we’ve really reinvented the SUV market for the premium segment, that’s crystal clear.

“What was key for me was positioning these vehicles as lifestyle products because SUVs in Malaysia are not supposed to be — at least in this segment — ‘digging in the dirt’ vehicles. They are lifestyle products that affluent, active Malaysians look for because the concept of spaciousness and comfort offers so much more,” said Raine, on the philosophy behind its strategy.

Despite the records, unprecedented sales figures and milestone achievements, Raine stressed that there will be no room for complacency as it continues its drive for growth.

“The reason for our growth is due to the loyalty of existing customers. The Malaysian customers are very demanding and by having that product offensive, we were able to capture a bigger share of the market. It’s the uniqueness of these variants that makes our brand so exciting. We provide the individuality that the upmarket customers are looking for.”