Mercedes-Benz and Hap Seng Star launch Malaysia's first Autohaus with luxury lifestyle boutique

The new building features the integration of personal contact and digital elements in advice, sales and service.

The brand presence promises an authentic luxury experience with a modern touch (All photos: Mercedes-Benz Malaysia)

It’s not an exaggeration to call the new Mercedes-Benz Autohaus by Hap Seng Star Kuala Lumpur a cathedral for cars. Once again, the German carmaker has strengthened its customer-centric efforts with a customised retail experience, reinforcing the brand’s ethos of linking man and machine.

Standing at the busy intersection of Jalan P Ramlee and Jalan Sultan Ismail, the strategic location of the glass-enclosed Autohaus with Luxury Lifestyle Boutique is just begging to be seen. A whopping RM3.5 million was invested to refurbish the previous Hap Seng Star Kuala Lumpur, which opened in 2014.

Petrolheads can shop for a range of accessories at the boutique such as casual wear, sunglasses, watches and leather goods to match their choice of automotive. 

Managed by 20 personnel on this 29,300 sq ft space, the dealership also houses the first Mercedes-Benz Accessories and Collection in Malaysia.

“With this investment in The First New Mercedes-Benz Retail Brand Presence in the heart of KL City Centre and The First Mercedes-Benz Accessories and Collection Boutique in Malaysia, we aim to create the best experience for our customers throughout their ownership journey. 

“Hap Seng Star embraces the Mercedes-Benz spirit of innovation, luxury, and world-class service, delivered by experienced personnel with in-depth product knowledge and exceptional service skills,” said Harald Behrend, Group Chief Operating Officer of Hap Seng Consolidated Berhad and Chief Executive of Hap Seng Group Automotive Division.

A soaring tangle of spotlights and glistening surfaces greet machine enthusiasts when they walk into private lounge on Level 2 or the café upstairs that provides refreshments if you need more time to decide on your desired ride.

In true Mercedes-Benz fashion, theatrics are, expectedly, not reined in — the commodious delivery bays spanning over 2,000 sq ft are fitted with special illuminations that deliver a unique vehicle handover experience. Individually tailored experiences are the brand’s forte, after all. 


The multi-level layout of Mercedes-Benz vehicles intentionally designed to increase visibility of every single model with digital price stands

“The new Autohaus by Hap Seng Star reaffirms Mercedes-Benz Malaysia’s commitment to create a fascinating brand experience at every point in the customer journey. The new brand presence promises an authentic luxury experience with a modern touch. Our aim is to connect our customers not just with a car, but also a lifestyle experience that encourages a sense of joy, luxury and exclusivity,” Dr Claus Weidner, President and Chief Executive Officer of Mercedes-Benz Malaysia concurs. 

To date, Hap Seng has invested a total of over RM300 million in elevating customer touchpoints nationwide, with an investment of RM3.5 million in the Hap Seng Kuala Lumpur Autohaus alone. It currently operates Autohaus in 11 locations, including Kuala Lumpur, Kinrara, Balakong, Jalan Ipoh, Bukit Tinggi, Setia Alam, Melaka, and Iskandar in Peninsular Malaysia. In Sabah and Sarawak, Hap Seng is present in Kuching, Miri and Kota Kinabalu.


To see Mercedes-Benz's latest offerings, see here.


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