Mercedes-Benz Malaysia (MBM) was among the first companies to offer fully electric vehicles and also the first to locally assemble an all-electric luxury saloon (the EQS 500 4MATIC) in February 2023. Since then, the company has broadened its electrified model range, with the number of EV owners rising.
One of the main concerns of EV owners is the availability of recharging stations. While many would have installed home chargers, the thought of travelling long distances would still cause ‘range anxiety’ and limit where and how far they can go.
Expanding EV charging ecosystem
Understanding this concern, which has been clear in many customer surveys, MBM has looked for ways to remove the concern and enhance the ownership experience for those with EVs. In a strategic move to advance the brand’s electrification strategy and expand its EV charging ecosystem, MBM is collaborating with leading hotels, resorts and golf clubs to offer charging facilities to Mercedes-Benz owners.
The initiative has created exclusive partnerships with establishments such that initially include Anantara Desaru Coast Resort & Villas in Johor; Shangri-La’s Rasa Sayang and Marriott Hotel in Penang; the RuMa Hotel & Residences in Kuala Lumpur; and Saujana Golf & Country Club in Selangor.
MBM’s collaboration with Charge Point Operators such as EV Connection, ChargeEV, and Gentari, will also see Mercedes-Benz owners enjoying benefits such as charge credits or discounts.
Charging stations at dealerships
While the collaboration with the hotels and golf clubs is new, MBM has already worked with its authorised dealers to set up charging stations at their outlets. However, Edmin Naidoo, Vice-President of MBM Customer Services, said that the facilities are for customer convenience when they require charging but they are not meant to be regarded as ‘refuelling stations’.
Mr. Naidoo added that there are both AC and DC chargers, depending on the location. For example, at the hotels, AC chargers may be more common since owners will be staying overnight and can therefore leave their EV for a longer period to charge overnight. However, at golf clubs where owners may spend only a few hours, then DC chargers which recharge at a faster rate will be available.
Mobile charging station
MBM is also running a pilot program with its Power Up mobile service which can provide recharging for owners at their home (or anywhere else) if they require it. A specially equipped van has the necessary equipment for charging an EV. The service is prsent available only in Penang.
“By seamlessly integrating electric mobility into luxury lifestyle experiences, we are redefining the essence of being a Mercedes-Benz customer. Our long-term strategy is not only about making electric vehicle ownership more accessible but also to enhance every touchpoint of our customers’ journey through tailored solutions and meaningful partnerships that embody our commitment to sustainability and innovation,” said Amanda Zhang, CEO & President of Mercedes-Benz Malaysia.
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