On a hot sunny afternoon, The Peak joined Mercedes-Benz Malaysia on the Ultimate Luxury Drive up to The Banjaran Hotsprings Retreat in Ipoh.
The drive also happened to be the last in Malaysia for the company’s vice president of sales and marketing Mark Raine participated in before he started his new position at MercedesBenz South Korea.
Following a sumptuous dinner at Jeff’s Cellar, we managed to catch up with Raine to look back at his time at Mercedes-Benz Malaysia.
What would you say is your biggest contribution to the growth of Mercedes-Benz Malaysia?
I would like to say that I have made the brand much more aspirational. While Mercedes-Benz Malaysia has always been renowned for their luxury limousines. I also needed to make the brand more progressive, edgier and youthful to make it more desirable for people in a younger age group.
When I arrived in Malaysia back in 2014, there was a strong need to transform the product portfolio as it was too thin. To address this, I implemented a strategy and direction to dissect our portfolio into four product groups. The compact cars, limousines, premium SUVs and the Dream Cars.
I would also like to say that I helped create sub-brands such as Urban Hunting and Hungry For Adventure.
The idea for this was to decouple from the overarching Mercedes-Benz brand and infiltrate these product groups with a certain perception.
Urban Hunting being a subtle sub-brand t