Muscat – Mercedes-Benz Oman has once again been named Oman’s Most Trusted Brand in the Automotive (Luxury) Category, marking its ninth consecutive win. The accolade underscores the brand’s sustained leadership, customer confidence, and long-standing footprint in the Omani market. In this interview with Muscat Daily, Shaun Michael, CEO of Mercedes-Benz Oman, shares insights into how trust is built in today’s luxury automotive market, the evolving expectations of Omani customers, and the brand’s performance over the past year. He also discusses the growing role of digitalisation, advanced technologies and electric mobility, as well as Mercedes-Benz Oman’s approach to after-sales excellence and sustainability in line with Oman Vision 2040.

Mercedes-Benz Oman has now won Oman’s Most Trusted Brand Award for the ninth consecutive year. From your leadership perspective, what has changed in how trust is built today compared to a few years ago?

Trust today is built through consistency, not statements. A few years ago, trust was often associated with heritage and product reputation. While those foundations remain important, customers today look beyond the badge and evaluate how a brand behaves across every interaction – before, during, and long after the purchase.

In Oman, trust is deeply personal and built over time. Customers expect transparency, accountability, and genuine care, especially when it comes to service and long-term ownership. For Mercedes-Benz Oman, earning this recognition for the ninth consecutive year reflects our commitment to delivering on promises every day through reliable products, honest communication, and a customer experience that respects both time and expectations. Trust is no longer declared; it is consistently demonstrated.

Luxury customers increasingly expect a seamless experience across sales, service, and digital platforms. How is Mercedes-Benz Oman redefining the ownership journey to keep customers loyal in a more connected, on-demand world?

At Mercedes-Benz Oman, we view loyalty as something earned long after the vehicle is delivered. While digital convenience is important, the true differentiator lies in how we support customers throughout ownership. Our after-sales ecosystem plays a central role in this journey, from proactive vehicle health checks and transparent service planning to expert diagnostics and factory-trained technicians who understand every Mercedes-Benz model. We have invested in systems that allow us to anticipate customer needs rather than react to them, whether through efficient service booking or clear communication throughout the repair process. Combined with genuine human expertise and premium care standards, this approach ensures customers feel supported, reassured, and valued at every stage of ownership, ultimately building long-term loyalty.

How would you describe Mercedes-Benz Oman’s performance over the past year in terms of demand, product mix, and customer engagement? Were there any standout models or segments that surprised you?

Over the past year, Mercedes-Benz Oman has delivered a solid and well-balanced performance, supported by steady demand and strong engagement across our customer base. Our core luxury sedans and SUVs continue to perform reliably, reinforcing the enduring strength of the brand, while demand for advanced, technology-driven models has grown noticeably. What has been particularly encouraging is the level of customer engagement. Customers are more informed, more involved in the decision-making process, and increasingly interested in features, technology, and long-term ownership value rather than price alone. This shift reflects a maturing luxury market in Oman and reinforces our focus on offering a diverse portfolio that meets both traditional and evolving customer expectations.

Are you seeing a shift in what Omani customers now value most in a luxury vehicle – for example design, sustainability, technology, or after-sales support? How has Mercedes-Benz adjusted its strategy to reflect these changes?

Yes, we are seeing a clear shift toward a more holistic definition of luxury. While design and performance remain essential, Omani customers today place growing importance on technology, safety, sustainability, and most importantly, dependable after-sales support. Luxury is no longer just about how a vehicle looks or drives, but about how confidently and comfortably it fits into everyday life. Mercedes-Benz has responded by placing greater emphasis on intelligent features, advanced driver assistance systems, and connected technologies, while Mercedes-Benz Oman focused on further strengthening our service capabilities. By investing in expert technicians, genuine parts, and proactive service solutions, we ensure that the ownership experience remains as premium as the vehicle itself, something our customers value deeply.

Mercedes-Benz is increasingly defined by software, digital features, and intelligent driving systems. Which recent technologies or in-car innovations have resonated most with customers in Oman, and is there a possibility of embedding AI into these systems in the future?

Customers in Oman have shown strong appreciation for technologies that enhance everyday usability, safety, and comfort. Features such as the latest generation of MBUX, with its intuitive voice control and personalised profiles, have resonated particularly well. Advanced driver assistance systems, including adaptive cruise control, Active Lane Keeping Assist, Active Distance Assist DISTRONIC, and intelligent emergency braking, already rely on AI-driven sensor fusion and decision-making to support drivers in real time, which customers appreciate both on long-distance routes and in daily urban driving.

New-generation electric Mercedes-Benz models take this even further, combining smart energy management, navigation with charging intelligence, and real-time efficiency optimisation powered by AI-enhanced predictive systems. These features continuously analyse data to make every journey smoother and more efficient. As Mercedes-Benz continues to advance toward fully software-defined vehicles, AI will play an ever-larger role, making our cars more intuitive, adaptive, and personalised, while staying firmly grounded in the brand’s uncompromising standards for safety, reliability, and customer trust.

EVs are no longer a future concept. How would you assess customer readiness for electric mobility in Oman today, and what role will EVs realistically play in your portfolio over the next few years?

Electric mobility in Oman is steadily transitioning from curiosity to consideration. Customer awareness has increased significantly, supported by national sustainability ambitions aligned with Oman Vision 2040, which places strong emphasis on decarbonisation and responsible energy use. While adoption is still at an early stage, we are seeing growing interest, particularly among customers seeking innovation, refinement, and environmental responsibility. Our EV models play a key role in this transition, offering vehicles that deliver the luxury, performance, and reliability expected of Mercedes-Benz, without compromise.

Beyond the vehicles themselves, what needs to improve in Oman’s ecosystem – such as charging infrastructure, policy, or customer awareness – for electric mobility to scale meaningfully?

Scaling electric mobility requires a coordinated and balanced approach across multiple stakeholders. Continued expansion of charging infrastructure, both public and private, is essential to build confidence and convenience for customers. At the same time, clear regulatory frameworks and supportive policies can help accelerate adoption while providing long-term certainty for both consumers and businesses. Equally important is customer education. Addressing practical considerations such as charging behaviour, range expectations, and total cost of ownership helps demystify EVs and encourages informed decision-making. Progress in this space is already underway, and through collaboration between government entities, private sector partners, and automotive brands, Oman is well positioned to develop a sustainable and scalable electric mobility ecosystem aligned with its long-term national vision.

With Oman’s long-term decarbonisation goals gaining momentum, how is Mercedes-Benz Oman embedding sustainability not only in products, but also in operations, partnerships, and customer engagement?

Sustainability at Mercedes-Benz Oman is approached as a long-term responsibility aligned with Oman’s Vision 2040, rather than a short-term aim. While our expanding electric models’ portfolio in Oman represents an important step toward lower-emission mobility, we recognise that meaningful decarbonisation requires progress across the entire value chain.

Operationally, our focus is on ensuring that sustainability considerations are embedded into how we manage our facilities and work with partners across the value chain. We aim to support more responsible practices across logistics, after-sales operations, and service delivery, in a way that is both practical and scalable for Oman. Equally important is our role in guiding customers through this transition. Rather than pushing rapid change, we prioritise education and transparency, helping customers understand the practical benefits, responsibilities, and real-world use of electrified vehicles.

By taking a balanced and realistic approach, Mercedes-Benz Oman aims to support the country’s decarbonisation ambitions while maintaining the trust and confidence that our customers expect from the brand.

As competition in the luxury automotive segment intensifies, what will be your top priorities to ensure Mercedes-Benz remains the most trusted brand in Oman in the years ahead?

Our priority is to remain focused on what trust truly means to our customers in Oman. This starts with consistency, delivering the same high standards across sales, service, and customer care, without compromise. It also means continuously investing in our people, because trust is built through human interactions as much as through products. As Mercedes-Benz continues to innovate responsibly, particularly in areas such as digitalisation, safety, electric mobility, and sustainability, we will ensure that the latest innovations are accessible to our customers and are aligned with Oman’s long-term vision. By staying close to our customers, listening carefully, and evolving with their needs, we aim not only to remain competitive but to continue earning the trust that has defined Mercedes-Benz Oman for nearly a decade.