Although Malaysia doesn’t have the world’s largest car market (it was ranked 19th in total new vehicle sales volume in 2024), it is still a market of significance to many automakers. As such, there are some world firsts that occur in the Malaysian market from time to time.
One of these is the introduction of the new Mercedes-Benz retail brand concept known as Stars@Mercedes-Benz. Designed as a pioneering urban concept, the Stars@Mercedes-Benz concept uniting the brand’s pinnacle of luxury at a single Top-End Showroom. It showcases the most exclusive models from Mercedes-Benz, Mercedes-AMG, and Mercedes-Maybach in an exceptionally refined and brand-immersive environment.
Central to the concept is an emphasis on exclusivity and personalisation performed by dedicated sales experts who have been specially trained for each luxury brand. Through a bespoke experience in a sophisticated future retail environment, customers are invited to discover the latest ‘Stars’ of the luxury brands in the German automaker’s portfolio.
First dealership
The first dealership to adopt Stars@Mercedes-Benz is NZ Wheels, a subsidiary of the NAZA Group which is a bumiputra pioneer in the Malaysian auto industry (it celebrates its 50th anniversary this year). NZ Wheels has been an authorised Mercedes-Benz dealer since 1994 and has refurbished its showroom in Bangsar, Kuala Lumpur as the world’s largest Stars@Mercedes-Benz facility and the first of its kind globally.
“This new showroom is a pride and joy that underlines the commitment of NZ Wheels and Mercedes-Benz Malaysia to bringing a new level of luxury retail experience to customers in Bangsar and beyond. It is a place where innovation meets elegance, allowing every customer to feel valued and inspired. As we move forward, this showroom will be a benchmark for personalised service and exclusive automotive experiences, reflecting both our dedication to excellence and understanding the evolving needs of today’s luxury consumers,” said Dato’ Jasmy bin Ismail, Group Chairman, NAZA Automotive Group.
RM5 million investment
The investment of RM5 million by NZ Wheels has created an expansive showroom on two levels with private customer rooms, interactive digital interfaces, and lifestyle-focused amenities. The ground floor marks a new level of flexibility and innovation, reflecting the diverse identities within the Top-End Vehicle line-up.
Immersive zones
Modular wall systems, brand-specific logos, and additional design features tailored to the identity of Mercedes-AMG, Mercedes-Maybach, G-Class, or Mercedes-Benz create immersive zones for customers and elevate the luxurious ambiance. A standout feature is the MANUFAKTUR space, where customers interested in bespoke vehicle customisations can explore a wide range of samples and options.
Adding to the immersive experience, large digital screens present high-quality audiovisual content that brings each brand’s atmosphere vividly to life. This advanced media set-up forms an integral part of the showroom’s concept, allowing Mercedes-Benz to present its luxury brands in an emotionally engaging and dynamic way.
A cafe-style lounge provides a relaxed atmosphere ideal for casual conversations or unwinding, while exclusive customer engagement rooms equipped with digital media tools advocate personalised consultations and experiences.
Dedicated AMG Performance Centre
The first floor with the Mercedes-Benz latest retail brand presence serves as a cutting-edge platform which represents a major leap in digital retail innovation. Visitors can also step into the world of performance at the dedicated AMG Performance Centre, where an exclusive AMG display area allows them to experience the thrill and emotion of the high-performance brand of Mercedes-Benz.
The Bangsar facility includes a 50 kW DC fast charger, alongside a streamlined digital handover area that enriches the vehicle delivery process.
Complementing this showroom, a forthcoming service centre in Jalan Genting Klang/Setapak is scheduled to open in the second quarter of 2026. NZ Wheels will spend RM20 million on enhancing all four Mercedes-Benz outlets in its network, the others being in Klang and Johor Bahru.
“As a leader in the automotive industry, Mercedes-Benz is consistently enhancing the experience for our customers. Together with our trusted partner NZ Wheels, Stars@Mercedes-Benz Bangsar with the latest Mercedes-Benz retail brand presence is unprecedented as it embodies our vision to transform retail spaces into immersive lifestyle destinations. This showroom doesn’t just showcase vehicles; it celebrates the refined lifestyles of those who drive them, setting a new standard in luxury retailing in Malaysia,” said Amanda Zhang, CEO & President of Mercedes-Benz Cars Malaysia.
