Cycle & Carriage MY launches with a pop-up store and themed experiences
Cycle & Carriage Malaysia, the authorized dealer of Mercedes-Benz, launches its new lifestyle concept store, neu by Cycle & Carriage. The store allows consumers to experience the brand’s commitment to delivering service excellence through various lifestyle touchpoints, whether digital or physical. Located at 1 Utama Mall, the four-month pop-up features exhibitions curated in collaboration with local and international brands, workshops and seminars to better experience Mercedes-Benz cars, and exhibits of newly launched Mercedes-Benz vehicles .
The concept store will be dedicated to themed experiences such as sustainability, electrification, mainstream fashion and outdoor adventure, throughout the four months. Neu is meant to offer visitors an exciting range of events organized in partnership with strategic brand partners in line with the themed experience of that particular month.
According to Cycle & Carriage, neu, pronounced “not” in German, means new. As such, the store’s name is a representation of new experiences created for adventurers and lifestyle connoisseurs who are “always on the lookout for the finer things in life”.
In particular, the store will feature the theme of sustainability in July, highlighting Cycle & Carriage’s commitment to reducing waste, water, energy and carbon emissions as part of its ESG goals. To further raise awareness of the importance of caring for the environment, it will also partner with local brands that share the same commitment to sustainability. Among the brands are organic plant care supplier Shamrock in partnership with City Gardening, to introduce organic fertilizers made from reused agricultural waste; fashion brand Munimalism which will champion the use of ordinary natural resources in clothing; and Curated Coffee Roasters coffee roastery which will focus on lasting relationships with coffee growers, trusted exporters and customers.
“Since the company’s introduction in 1899, Cycle & Carriage has always been resilient to adapt and grow while remaining committed to achieving product and service excellence in the automotive industry, the hallmark of Cycle & Carriage”, Thomas Tok, With neu by Cycle & Carriage, Tok explained that the brand hopes to translate this commitment into experiences and inspirations that Malaysians can see, touch, feel and even connect digitally.
In addition to organized exhibitions and events, the store will debut several Mercedes-Benz models such as the recently locally assembled Mercedes-AMG GLA 35 4MATIC, Mercedes-Benz GLA 200 AMG Line compact SUV, Mercedes-Benz C-Class , and EQA 250 all-electric vehicle. Visitors interested in the vehicles can make an appointment for a test drive and make a reservation on site. Additionally, the brand’s exclusive collection and accessories will also be available for purchase in-store. A+M contacted Cycle & Carriage for additional information about the pop-up store.
Sagree Sardien, President and CEO of Mercedes-Benz Malaysia, said: “Mercedes-Benz Malaysia congratulates the Cycle & Carriage team on the introduction of neu by Cycle & Carriage. This store serves as a space for friends and fans of Mercedes-Benz to experience the brand’s lifestyle that goes beyond our cars, to our vision of a sustainable future and life.”
Meanwhile, in line with its sustainability goals, Cycle & Carriage partnered with GOGOX and IKEA in July 2021 to take a step towards zero emissions. As part of the collaboration, ycle & Carriage used its network of drivers and two Maxus e Deliver 3 electric vans to carry out IKEA’s last mile parcel deliveries from the IKEA Alexandra store, leveraging the GOGOX logistics platform.
“As the industry continues to transform in the direction of sustainability, we are focusing on developing green technologies to work with stakeholders in this ecosystem. In line with the Singapore Green Plan 2030, Cycle & Carriage has initiated this project pilot and enabled GOGOX and IKEA to take the first steps towards their own green energy ambitions, which is how we stay relevant to our customers and take a lead in our industry,” said Dawn Pan, Director of multi-franchise operations, Cycle & Carriage Singapore, previously.
The brand has also leveraged the digital space to engage customers, where it launched its Mercedes-Benz Virtual Showroom in Malaysia in November 2020. By simulating a physical showroom, consumers could virtually explore at both the showroom and the vehicles in what Cycle & Carriage described as “an immersive experience”. The brand has sought to maintain a highly tactile retail engagement, where the online experience complements and enhances the physical retail experience.
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