Mercedes-Benz is a automobile manufacturer based in Germany, a part of the “German Big 3” luxury automakers, along with Audi and BMW, which are the three best selling luxury automakers in the world. It is a multinational division of the German manufacturer Daimler AG. This brand manufactures luxury automobiles, buses, coaches, and trucks. It is headquartered in Stuttgart, Baden-Württemberg, Germany.

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The name first appeared in 1926 under Daimler-Benz but traces its origins to Daimler-Motoren-Gesellschaft’s 1901 Mercedes and to Karl Benz’s 1886 Benz Patent Motorwagen, which is widely regarded as the first automobile. The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz’s and Gottlieb Daimler’s companies into the Daimler-Benz company. Throughout the 1930s, Mercedes-Benz produced the 770 model, a car that was popular during Germany’s Nazi period.

Along with the process of consolidation and advancement of the brand, Mercedes-Benz has introduced many technological and safety innovations that later became common in other vehicles. Mercedes-Benz is one of the best known and established automotive brands in the world, and is also one of the world’s oldest automotive brand still in existence today, having produced the first petrol-powered car. Mercedes Benz company consists of other subsidiaries such as Mercedes-AMG, Mercedes Benz McLaren and Maybach. These subsidiaries are established to penetrate different market groups, and to fulfill different needs for those who are obsessed in excitement, supremacy and extreme luxury.

Mercedes Benz in Malaysia
The Mercedes-Benz brand was actually well established long time ago in Malaysia, when they started their marketing at the beginning of the 20th century. This heritage has grown even stronger with the incorporation of DaimlerChrysler Malaysia Sdn Bhd, now known as Mercedes-Benz Malaysia Sdn Bhd, a joint venture between Daimler AG and Cycle & Carriage Bintang Berhad on 1st January 2003.

Mercedes-Benz Malaysia currently created over 230 working opportunities, and its administrative and sales office located at Menara TM in Kuala Lumpur whilst its production plant is located at Pekan, Pahang. Mercedes-Benz Malaysia manages the wholesaling activities of Mercedes-Benz, service and spare parts. It also provided software developmentfor global sales solutions and automotive apprentice training.

Page 2 Company Analysis for Mercedes Benz Essay

There are 59 authorized dealers representing the wide retail network of Mercedes-Benz Malaysia. A total of 90 outlets provides sales and after sales services nationwide. With a total investment of RM120 million in the first ever production plant in Pekan Pahang,Mercedes-Benz Malaysia’s collaborative effort with DRB-Hicom Berhad has resulted in the local assembly of some of the world’s most coveted passenger cars namely the Mercedes-Benz S-Class, E-Class and C-Class.

Mercedes-Benz Malaysia’s Apprentice Training Center (ATC) located at Glenmarie, Shah Alam, aims to develop a pool of well-trained, technically skilled mechanics in order to support the Mercedes-Benz network in Malaysia, as well as helping in Mercedes Benz’s global career. It is equipped with state-of-the-art training aids and visual facilities. About 500 trainees have graduated from the training centre while some of them even awarded some prize and gained recognition in the automotive career.

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