Muscat – For the eighth consecutive year, Mercedes-Benz Oman has secured the title of Oman’s Most Trusted Brand in the Automotive (Luxury) Category. This recognition reaffirms Mercedes-Benz’s strong presence and deep-rooted legacy in the Omani market. In this interview with Muscat Daily, Shaun Michael, CEO of Mercedes-Benz Oman, shares insights into the key factors behind this achievement, the brand’s approach to customer satisfaction, and how evolving consumer preferences are shaping the luxury automotive market in Oman. He also discusses Mercedes-Benz’s latest technological advancements, the growing demand for electric vehicles, and the brand’s alignment with global and local sustainability goals.

Mercedes-Benz has again won Oman’s Most Trusted Brand Award in the luxury automotive category for the eighth year in a row. In your view, what are the key factors that have contributed to Mercedes-Benz’s ability to retain its most trusted brand status in Oman for eight years?

The combination of brand strength and cutting-edge technology made us successful from the start. For more than 130 years, we have built products for the world’s most demanding customers. Mercedes-Benz has become one of the most trusted luxury automotive brands by consistently delivering on its promises of quality, safety, luxury, and innovation. This trust is further solidified by our long-standing heritage in Oman, dating back to the 1970s, and our unwavering commitment to providing an exceptional customer experience.

From meticulously designed vehicles to unmatched aftersales service, every touchpoint reflects the brand’s dedication to excellence. Our relationships with our customers span generations, making Mercedes-Benz a family tradition for many in Oman.

How does Mercedes-Benz measure customer satisfaction, and how does it act on this data to improve the ownership experience? What role does customer feedback play in shaping the services offered by Mercedes-Benz in Oman?

We believe that every customer is an individual and that we will only be successful with our customers on top of our minds. We listen carefully to them and offer an outstanding, exclusive and appealing experience across all touchpoints. Customer satisfaction is measured through surveys, direct feedback, and digital engagement platforms such as StarView, which provides transparent health check videos to customers. This data allows us to identify areas of improvement and implement targeted strategies to enhance the ownership experience.

We value every minute of our customers’ time and design our services with their evolving expectations in mind. Our seamless online-to-offline service journey offers customers tools for vehicle selection, improves workshop turnaround times and delivers overall ease in interacting with the brand. Customer feedback is not just a consideration; it is the cornerstone of our service innovation.

How would you evaluate the performance of Mercedes-Benz Oman in 2024, particularly in terms of models, sales, and brand recognition?

Mercedes-Benz Oman experienced steady growth in 2024, influenced by the successful launches of models such as the E-Class and the GLC Coupé. Our sales performance reflected customer confidence, and we continued to lead the luxury segment, further strengthening brand recognition. Innovations in design, performance, and electrification have been instrumental in maintaining our strong position in Oman. This also aligns with the brand’s global strategy and ambition to ensure profitable and resilient growth, focusing on the segments that promise high and stable returns across Top-End and Core Luxury.

Do you see any notable changes in consumer preferences in Oman, particularly when it comes to luxury vehicles, and how has Mercedes-Benz adapted to these shifts?

Luxury car buyers in Oman are increasingly prioritising sustainability, advanced technology, and personalisation in addition to traditional attributes like quality and performance. Matching our decerning customers’ expectations in Oman, Mercedes-Benz offers sustainable mobility solutions across its luxury segments, including top-end luxury, core luxury, and entry luxury. This includes the introduction of electrified EQ models, which represent the pinnacle of luxury and sustainability that resonate with local customers.

Going beyond electrification, Mercedes-Benz continues integrating cutting-edge tech, such as MBUX digital features, and enhancing customisation options to meet the individual preferences of our customers in Oman.

Mercedes-Benz is known for cutting-edge technology and innovation. Could you share some of the key technological advancements or features that have been particularly well-received by customers in Oman in recent years?

The MBUX infotainment system, augmented reality navigation, and advanced driver assistance systems have been well-received in Oman. MBUX redefines the relationship between driver and vehicle, offering a wealth of intuitive features and intelligent functionalities.

Additionally, features such as Energizing Comfort, which tailors cabin ambience to enhance driving pleasure, resonate strongly with our customer base. Recognising that every driver is unique, MB.OS and MBUX offer a personalised experience that adapts to individual preferences and driving habits. Mercedes-Benz ensures that every journey is tailored to the driver’s comfort and enjoyment by merging luxury and technology seamlessly.

Mercedes-Benz has been making significant strides in the electric vehicle (EV) market, with a clear ambition to go fully electric by 2030. How is the brand approaching the electric mobility transition, and what role will EVs play in Mercedes-Benz Oman’s future portfolio?

The transition to electric mobility is central to Mercedes-Benz’s global vision. The focus isn’t just on sustainable products: the brand takes a holistic approach to sustainability. The goal is to become net carbon-neutral across the entire value chain by 2039. Net carbon neutrality means that carbon emissions that are not avoided or reduced at Mercedes-Benz are compensated for by certified offsetting projects.

In Oman, our strategy includes offering the entire portfolio of electric models from the EQA to the G 580, supported by customer education about the benefits of EVs and collaborations to expand charging infrastructure. This approach ensures a smooth transition while supporting the Oman Vision 2040 goals and its commitment to achieving the 2030 Sustainable Development Goals.