Cycle & Carriage has launched a new mobile showroom concept as part of its 120th anniversary celebrations. Called Star Galleria, it is aimed at bringing the Mercedes-Benz brand to remote and “unexpected” places, with multiple locations planned in the coming year.

Measuring 20 feet by eight feet, the “mobile Autohaus” features the Three-Pointed Star’s latest black corporate image, together with imagery showcasing C&C’s history. It is staffed by a team of sales executives who will be able to provide consultation with the help of built-in WiFi and digital devices, and there is also a refreshment counter and a display of Mercedes merchandise.

Of course, a showroom would not be complete without the vehicles themselves, so the Star Galleria will be accompanied by various Mercedes models to enable customers to explore and test drive those cars. The first location planned for the tour is the Kulim Hi-Tech Park in Kedah, which might ruffle some feathers at a certain other German premium marque…

“We are proud to represent Mercedes-Benz Malaysia and elevate our fans’ engagement with the brand through the Mercedes-Benz mobile showroom in Malaysia. This is our effort to enhance the retailing experience, blending a mobile approach that gives customers a taste of Mercedes-Benz luxury with Cycle & Carriage’s hospitality, in places that are unexpected,” said Cycle & Carriage Bintang CEO Wilfrid Foo.

Mercedes-Benz Malaysia vice president of sales and marketing, Mark Raine, added, “We congratulate Cycle & Carriage on its 120th anniversary, an impressive milestone. Cycle & Carriage is key to the expansion of the Mercedes-Benz brand in Malaysia. They complement our extensive product range with best-in-class service. We look forward to continue building on this friendship to better serve our customers and fans.”

Star Galleria joins another mobile customer service initiative launched by C&C late last year, the Star Mobile maintenance and repair service.