The leading luxury automotive brand increases sale numbers through technology breakthroughs and customer care innovations.

Despite the pandemic, PT Mercedes-Benz Distribution Indonesia saw a 14 percent increase in sales compared with the previous year. Throughout 2021, the distribution company achieved 2,537 unit sales of passenger cars, maintaining its mantle of being a top luxury automotive brand in Indonesia, with the GLC, GLE and C-Class models being the biggest contributors.

"We started 2021 very strongly by introducing the C-Class Final Edition, where this latest generation has become very popular," said Choi Duk Jun, president director of PT Mercedes-Benz Distribution Indonesia.

Loyalty: Ibrahim concludes that Mercedes-Benz remains a popular option among consumers because of its long-standing reputation. (Unsplash/Courtesy of Kevin Bhagat) (Unsplash/Courtesy of Kevin Bhagat)

The C-Class Final Edition model was the first of 10 new vehicle models introduced last year on top of six new models assembled locally at the Wanaherang factory. In June 2021, the German automobile high-end brand introduced the new A-Class Sedan, emphasizing Mercedes-Benz' commitment to providing a broader choice in the compact vehicle segment.

"Our tactical sales program with financing partners also contributed to the sales achievement in 2021. The success of Mercedes-Benz's leading sedans in this segment has further emphasized Mercedes-Benz's position in delivering highly sought-after vehicles equipped with the latest technology," Choi said.

Its annual StarDrive and StarExpo have also attracted many visitors. The company introduced new services emphasizing a worry-free experience for its customers, such as five-year StarService, two-year StarTire and the speedy ExpressService that has been extended to more authorized repair shops.

"In addition, we have also succeeded in launching a virtual showroom, which can be accessed through our website, to buy the customer's dream car whenever and wherever according to customer convenience," said Choi.

Touch up: Ibrahim attempts to restore his W110 collection to its original glory. (Personal Collection/Courtesy of Ibrahim Senen) (Personal Collection/Ibrahim Senen)

Advanced in technology

According to Ibrahim Senen, a 47-year-old philanthropist from Jakarta, the fact that Mercedes-Benz remains a popular option among consumers comes from its long-standing reputation.

"It's always one step ahead," said Ibrahim, who collects and restores classic Benz cars, such as the three W110s currently in his possession. Ibrahim himself, who collects classic and microcars from various brands as a hobby, used to drive the W124 and S350.

"In terms of designs, Italian cars are surely the most beautiful ones. But for innovation, technology, it's always Benz [that wins]," he said, noting that the manufacturer paid attention to the tiniest details.

"One of the cars that I am currently trying to restore is from the '60s and the doors still close tightly with the slightest touch," Ibrahim explained. "Mercedes was also one of the first to apply the utilization of brake boosters. They're amazing. I'll give them that."

Innovation: According to Ibrahim, even with the classics, Mercedes-Benz has proven that they are one step ahead in terms of technology. (Personal Collection/Courtesy of Ibrahim Senen) (Personal Collection/Ibrahim Senen)

This makes Ibrahim a purist when it comes to restoring his classic Benz. He revealed that it is a prestige for collectors or restorers if they are able to achieve the perfect condition of a classic car and earn an official Classic Certificate from The Mercedes-Benz Classic Center.

"It's tough to find the parts — we can scour the local marketplaces or go to eBay, and sometimes we cannibalize other cars of the same series," he said. "I have my own trusted workshop to restore my cars." 

Ibrahim might be pleased to hear that he can also opt for a more straightforward challenge to earn a Mercedes-Benz certificate by joining the MercedesTrophy Indonesia. The competition offers Mercedes-Benz vehicle owners a series of competitive sports events such as golf while still experiencing the typical Mercedes-Benz sports experience.

After a long pause, the competition resumed in March 2021. The winners continued their Mercedes-Benz journeys to Bali to enjoy the first Mercedes-Benz Luxury Golf with seven qualifying rounds and the challenging MercedesTrophy Indonesia Final.

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