Cycle & Carriage MY drives off with pop-up store and thematic experiences

Cycle & Carriage Malaysia, the authorised dealer for Mercedes-Benz, is launching its new lifestyle concept store, neu by Cycle & Carriage. The store allows consumers to discover the brand's commitment to delivering service excellence through different lifestyle touchpoints, be it digital or physical. Located at 1 Utama Shopping Centre, the four-month-long pop-up boasts curated exhibits in collaboration with local and international brands, workshops and seminars to better experience Mercedes-Benz cars and displays of newly launched Mercedes-Benz vehicles.

The concept store will be dedicated to thematic experiences such as sustainability, electrification, high-street fashion and outdoor adventure, throughout the four months. Neu is touted to provide visitors with an exciting line-up of events organised in partnership with strategic brand partners, in line with the thematic experience for that particular month. 

According to Cycle & Carriage, neu, pronounced "noy" in German, means new. As such, the store's name 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". 

In particular, the store will feature the theme of sustainability in July, highlighting Cycle & Carriage’s commitment in reducing waste, water, energy and carbon emission as part of its ESG goals. To raise greater awareness on the importance of taking care of the environment, it will also team up with local brands that share the same commitment to sustainability. Among the brands include organic plant care products supplier Shamrock in partnership with City Gardening, to showcase organic fertilisers made from repurposed agricultural waste; fashion brand Munimalism which will champion the use of ordinary natural resources in apparel; and coffee roastery Curated Coffee Roasters which will focus on sustainable relationships with coffee producers, trusted exporters, and customers.

“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," Thomas Tok, CEO of Cycle & Carriage said. 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 curated exhibits and events, the store will debut with several Mercedes-Benz models such as 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  EQA 250 all-electric vehicle. Visitors who are interested in the vehicles can make a test drive appointment and place a booking on the spot. Additionally, the brand's exclusive collection and accessories will also be made available for purchase at the store. A+M has reached out to Cycle & Carriage for additional information on the pop-up store.

Sagree Sardien, president & CEO of Mercedes-Benz Malaysia said: “Mercedes-Benz Malaysia congratulates the team at Cycle & Carriage in 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 for a sustainable future and living." 

Meanwhile, in line with its sustainability goals, Cycle & Carriage teamed up with GOGOX and IKEA in July 2021 to take a step towards zero-emissions. As part of the collaboration, Cycle & Carriage utilised its network of drivers and two Maxus e Deliver 3 electric vans to fulfil IKEA’s last-mile parcel deliveries out of the IKEA Alexandra store, by tapping into the GOGOX logistics platform.

“As the industry continues to transform in the direction of sustainability, our focus is shifting towards developing green technologies to work with players of this ecosystem. In line with the Singapore Green Plan 2030, Cycle & Carriage has launched this pilot project and enabled GOGOX and IKEA to take first steps towards their own green energy ambitions. This is how we remain 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 on the digital space to engage customers, where it launched its Mercedes-Benz virtual showroom in Malaysia in November 2020. Simulating a physical showroom, consumers could virtually explore both the showroom and vehicles in what Cycle & Carriage described to be "an immersive experience". The brand sought to maintain high-touch retail engagement, where the online experience complemented and enhanced the physical retail experience.

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