AOGC 2019 : The Consumers of Tomorrow I Mercedes-Benz I 25/06/2019 1

SESSION 7

THE CONSUMERS OF TOMORROW: REPOSITIONING PORTFOLIO AND ALIGNING STRATEGY

TUESDAY, 25th JUNE 2019

MARK RAINEVice President, Sales and Marketing,Mercedes-Benz, Malaysia and SEA

Status quo – the automotive industry in SEA

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Traditional sales processes with low productivity

Heterogeneous vehicle population

Heterogeneous high tax market driven by government incentives

Mostly owned (exclusive use) with high financing share

Fast changing business environment

Fast changing business environment

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Change of product

Change of ownership modelChange of business model

Transformation to leading luxury LIFESTYLE brand

The Mercedes-Benz success story…

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Wide-reaching brand engagement

Customer centricity throughout value chain

Undisputed premium market leader

Transformation in the past years :Traditional to modern luxury lifestyle brand

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Mercedes-Benz : Diversification of our brand

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Mercedes-Benz : Better product and financial offerings

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Compact Cars Limousines

SUVs Dream Cars

Lease2Go(Leasing option)

Agility Financing

(Flexible payment)

Evolving ownership concepts

Innovation of the past years– Technology as an Enabler

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Emphasizing data driven approaches

Creating efficiency and effectiveness

Digitalization of the Retail and the sales process

Personalization and customization

Personalization in the past years – Providing Best Customer Experiences

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Setting up our brand’s digital interactions

Evolving how we manage customer relationship

Creating more customer touchpoints

What’s the Future – From the View of Mercedes-Benz

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ConnectedSeamless Mobility

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AutonomousMore Safety, More Time

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Shared & ServicesMore Than Just A Car

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ElectricLocally Emission-Free Mobility

Are the market and consumers ready?

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Brick and mortar vs. online platform

Future infrastructures’ availability

Transportation industry disruption

Balance of ownership vs. shared

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Let’s better be ready for it…

…otherwise the market will outpace you!

Thank you

MARK RAINEVice President, Sales and Marketing,Mercedes-Benz, Malaysia and SEA