THE public can get up-close and personal with an array of Mercedes-Benz vehicles at a four-month-long pop-up at 1Utama Shopping Centre from now till Oct 31.
Malaysia’s leading Mercedes-Benz dealership Cycle & Carriage Bintang Bhd has opened its first-ever lifestyle concept store called “neu”, dedicated to thematic experiences such as “sustainability”, “electrification”, “high-street fashion” and “outdoor adventure”.
Visitors can take Insta-worthy pictures with newly launched and highly-anticipated Mercedes-Benz vehicles at the 3,300 sq ft (306.6 sq m) concept store.
Among the models on display are the recently introduced locally-assembled Mercedes-AMG GLA 35 4MATIC, the Mercedes-Benz GLA 200 AMG Line compact SUV, the Mercedes-Benz C-Class and the EQA 250 all-electric vehicle.
A series of events have been lined up in collaboration with strategic brand partners, in line with the thematic experience for that particular month, including curated exhibitions in collaboration with local and international brands, workshops and seminars.
According to Cycle & Carriage, “neu”, pronounced noy in German, means “new” and is a representation of new experiences created for the adventure-seekers and lifestyle connoisseurs who are always in pursuit of the finer things in life.
CEO Thomas Tok said since the introduction of the company in 1899, Cycle & Carriage has always been resilient to adapting and growing, while remaining committed to achieve product and service excellence in the automotive sector — the hallmarks of which Cycle & Carriage still stands for.
“With ‘neu’ by Cycle & Carriage, we hope to translate this commitment into experiences and inspirations that Malaysians can see, touch, feel and even connect digitally.”
Mercedes-Benz Malaysia president and CEO Sagree Sardien said the store serves as a space for friends and fans of Mercedes-Benz to experience the brand’s lifestyle that goes beyond its cars, to its vision for a sustainable future and living.
This month, the store features the theme of sustainability, spotlighting Cycle & Carriage’s commitment in reducing waste, water, energy and carbon emission as part of its environmental, social and governance goals.
Thus, the pop-up features local brands big on sustainability such as Shamrock, in partnership with City Gardening, which showcases organic fertilisers made from repurposed agricultural waste.
Also exhibiting their wares are Munimalism, which champions the use of ordinary natural resources in apparel, and Curated Coffee Roasters, which focuses on sustainable relationships with coffee producers, trusted exporters and customers.
The Cycle & Carriage pop-up store is open to all from 10am to 10pm daily. Visitors can make a test drive appointment and even place a booking on the spot.
For Mercedes-Benz aficionados, the brand’s exclusive collection and accessories will be available for purchase at the store.