Mercedes-Benz Malaysia and Asbenz Stern have officially unveiled a new Mercedes-Benz Autohaus in Kuantan, marking a significant expansion of the brand’s retail and aftersales presence on Malaysia’s East Coast.
Located in the rapidly developing township of Indera Mahkota, the new facility is positioned as the largest Mercedes-Benz Autohaus in the East Coast region and reflects the company’s continued investment in premium automotive retail experiences and customer-focused mobility solutions.
The launch also forms part of Mercedes-Benz’s broader “140 Years of Innovation” celebration, commemorating the brand’s longstanding legacy in automotive engineering and luxury mobility.
Elevating the Premium Customer Experience
The new Kuantan Autohaus has been developed in line with the latest Mercedes-Benz retail concept, which focuses on creating a more seamless, digitalised, and personalised customer journey.
Spanning 26,565 square feet of showroom and customer space within a total built-up area of 65,340 square feet, the facility integrates sales, aftersales, customer engagement, and lifestyle experiences under one roof.
Customers visiting the Autohaus can explore up to six vehicles on display from the Mercedes-Benz portfolio while enjoying curated spaces such as the Star Lounge and the Mercedes-Benz Lifestyle Collection area. The design aims to create a welcoming and immersive environment aligned with the brand’s “Welcome Home” philosophy.
According to Martin Schulz, CEO and President of Mercedes-Benz Cars Malaysia and Head of Region for Southeast Asia, the new facility reflects the company’s commitment to strengthening customer engagement across the East Coast.
“We remain focused not only on advancing automotive excellence, but also on creating seamless and personalised experiences at every touchpoint,” he said.
Expanded Aftersales and Body & Paint Services
For the first time within the Asbenz Stern network, the Kuantan Autohaus includes integrated body and paint services, significantly enhancing aftersales support capabilities for customers in the region.
The facility features up to 16 fully equipped work bays capable of handling everything from routine maintenance to more extensive repair work. All servicing and repairs are carried out by Mercedes-Benz-trained and certified technicians to ensure consistent service quality and technical standards.
According to Goh Chuan Kiong, Managing Director of Asbenz Stern, the investment reflects the company’s long-term confidence in Kuantan as a growing automotive and business hub.
“By investing in a purpose-built facility with expanded capabilities, including body and paint services, we are able to serve our customers more efficiently and comprehensively,” he said.
Supporting Malaysia’s Shift Towards Electric Mobility
The Kuantan Autohaus also supports the increasing adoption of electric and plug-in hybrid vehicles in Malaysia through the introduction of on-site DC fast-charging infrastructure.
Equipped with charging facilities of up to 120 kW, the Autohaus can charge two vehicles simultaneously, improving convenience and accessibility for Mercedes-Benz electric vehicle owners travelling across the East Coast region.
The addition reflects the brand’s wider commitment towards sustainable mobility solutions and the growing demand for EV infrastructure within Malaysia’s premium automotive sector.
RM35 Million Investment Across the Region
To date, Asbenz Stern has invested approximately RM35 million across its retail network, including RM23 million allocated specifically towards the Kuantan Autohaus development.
With Autohauses now operating in Kedah, Pahang, and Terengganu, the company continues to strengthen Mercedes-Benz’s footprint in underserved regional markets while enhancing accessibility to premium automotive services outside the Klang Valley.
The expansion also highlights the growing importance of regional retail investment and customer experience innovation within Malaysia’s luxury automotive industry.
Celebrating 140 Years of Mercedes-Benz Innovation
The launch coincides with Mercedes-Benz’s global “140 Years of Innovation” campaign, celebrating the invention of the automobile by Carl Benz and the pioneering work of Gottlieb Daimler.
As part of the anniversary celebration, Mercedes-Benz is conducting its international “140 Years. 140 Places” journey across six continents, showcasing the brand’s history, technological progress, and future mobility vision.
