Mercedes-Benz will invest RM 280 million (US$ 92 million) till 2016 to roll out its leading-edge technology vehicles, enhance customer focus and after-sales-service to strengthen and extend the brand's equity in the premium luxury car market in its second decade of operation in Malaysia.

Of the planned investments, RM 80 million would be spent to upgrade its Pekan plant in Pahang to facilitate the production of the new C, E and S-Class models while the remainder would be used for the expansion and upgrading of the Mercedes-Benz dealer network.

President and Chief Exective Officer, Roland S. Folger, said while there were many firsts to mark and celebrate Mercedes-Benz's 10 years of accomplishments in Malaysia, focus was on promoting the evolution of the brand to attract new customer segments without diluting the key values of the brand's proposition.

"Our portfolio of vehicles will be broadened and deepened and we are excited to unveil a new range of Mercedes-Benz cars from compacts, executive, premium luxury, SUV to the super sports models," he said in a statement.

Since the incorporation of Mercedes-Benz Malaysia (MBM) in 2003 and the delivery of 40,649 Mercedes-Benz vehicles -- the largest among premium luxury brands over the decade -- Mercedes-Benz Malaysia aims to mark its second decade, continuing to meet and exceed the expectations of Mercedes-Benz enthusiasts and potential customers.

Deliveries of passenger cars grew more than 13-fold from 3,008 to embellish its credentials of being the first among premium luxury marques.

To date, Mercedes-Benz Malaysia has invested RM480 million to assemble, distribute, market and service Mercedes-Benz passenger car and commercial vehicles and Mitsubishi Fuso.

Currently, Mercedes-Benz Malaysia has the largest dealer and service network among premium luxury car players and together with its dealer network has invested RM230 million to-date to set up 27 establishments strategically located across the country, up from 18 in 2003.

Folger said over the next three years, over RM200 million would be invested to refurbish existing dealerships and also roll out the Mercedes-Benz Presentation System II (MPS II) brand concept.

"The MPS II aims to deliver a consistent imagery of Mercedes-Benz dealerships worldwide while reflecting the quality of the products and services offered at the dealerships in meeting the high brand expectations of Mercedes-Benz owners. This concept gives us the opportunity to advance the brand image at the point-of-sale and to get customers even more excited about our brand. We will continue to build strong equity and affinity with our customers and our efforts are not limited to just the hardware," he added.

In the area of compliance, MBM was the first in the car industry in 2011 to adopt the integrity pledge with the Malaysian Institute of Integrity to promote ethical and business practices.

"We are transparent and above board in all our dealings and will not condone any unethical or corrupt practices. We are not averse to losing a sale or order if it means compromising our corporate philosophy and we implement our pledge of integrity uniformly within our organisation and with our business partners," Folger added.

On the outlook for the next decade, Folger expressed confidence that Mercedes-Benz and Mercedes-Benz Malaysia would continue to excite its customers and potential customers.

"From passenger cars to commercial vehicles, we have a strong line-up to offer a diverse range of variants to meet and keep up with the demands of the respective sectors. We have the technology, cars, and trucks of the future which run on alternative fuels, cleaner, more eco-friendly and efficient without compromising styling, design, and performance as we aim for the best or nothing, always," added Folger.