Trimmel is the vice president, marketing & sales of Mercedes-Benz Cars Malaysia & SEA II (All photos: Mercedes-Benz)
Options: Congratulations on recently launching the all-new Mercedes-Maybach EQS SUV. What are your thoughts on electric vehicles (EVs) achieving the height of luxury?
Nadia Trimmel: Besides the pure opulence, true luxury is about a feeling of freedom — the freedom to choose without compromise or restraint. The Mercedes-Maybach EQS 680 SUV embodies this feeling by seamlessly blending innovation, sustainability and exceptional craftsmanship. As the first all-electric Maybach, it brings the brand’s renowned refinement into the electric era, delivering a smooth, effortless drive while maintaining the exclusivity and comfort that defines Maybach. It’s a new benchmark for luxury electric mobility, designed for those who expect nothing less.
Who is your target demographic for this vehicular meeting of art and electric mobility?
For some, owning a Mercedes-Benz is a symbol of success. For others, it represents respect, trust and timeless excellence. The Mercedes-Maybach EQS 680 SUV is designed for individuals who appreciate rarity, craftsmanship and the finest materials — those who prize sophistication and sustainability. Our customers are visionaries, industry leaders and connoisseurs who want an EV that doesn’t just meet expectations but also redefines them. It’s for those who see their vehicle as an extension of their personal expression and values.
What are your thoughts on Malaysia’s EV market? Is the growth trajectory on track?
The market is progressing steadily, with EV registrations in Malaysia increasing by 64% in 2024, compared to 2023. This momentum reflects a stronger shift towards sustainable mobility as more Malaysians explore electric driving. With the introduction of the Mercedes-Maybach EQS 680 SUV, we now offer a diverse portfolio of 10 all-electric models, from sedans to SUVs and AMGs. This marks a major step in strengthening our presence in the luxury EV segment. As infrastructure expands and government incentives continue to support EV adoption, we expect the transition to accelerate. Plug-in Hybrid Electric Vehicles (PHEVs) also play a key role as a bridge for many consumers moving from internal combustion engine (ICE) vehicles to full EVs. This ‘Best of All Worlds’ approach allows drivers to enjoy the familiarity of a petrol engine while experiencing the benefits of electric driving.
And what about the hardware needed for it, such as charging stations along the highways?
Infrastructure is a crucial part of the EV journey and while Malaysia has made progress, concerns about charging accessibility and times do persist. That’s why we are actively investing in expanding the charging network nationwide. Mercedes-Benz Malaysia is collaborating with key industry players such as Gentari and EV Connection to enhance the country’s EV charging infrastructure. We have installed several charging points at our showrooms across the nation, with more to come this year. Beyond that, we are also expanding our partnerships with premium lifestyle destinations, such as hotels, golf estates and luxury shopping malls, to provide our customers with convenient charging options. Our goal is to make EV ownership as effortless as possible.
What are you driving right now?
I’m driving the Mercedes-Benz EQE 500 4MATIC SUV, and I have to say it’s an absolute joy. The instant torque, the quiet cabin, the way it effortlessly glides through the traffic make my daily commute something to look forward to, even with traffic — it’s like driving the future, today.
z62_4458.jpg
What’s on your playlist when you go on long drives?
Music is a must for long drives — it establishes the mood for the journey. I love a mix of classics and contemporary sounds, depending on how I feel. One song that always finds its way onto my playlist is Ain’t No Mountain High Enough by Marvin Gaye and Tammi Terrell — it’s uplifting, timeless and has the kind of energy that makes you want to keep driving. Here’s an interesting fact: Did you know there are a total of 16,415 songs (and counting) referencing Mercedes-Benz? The brand has an Iconic Playlist that features some of them with hits such as Happier Than Ever by Billie Eilish, Hotel California by the Eagles, and HUMBLE by Kendrick Lamar. It’s incredible to see how deeply the Mercedes-Benz brand is woven into music history, reflecting the emotional connection and excitement it inspires. Some of these tunes make for the perfect driving soundtrack, adding a touch of nostalgia and fun to every journey. Check out the playlist on Spotify!
And what about city driving?
I prefer something more upbeat and energising — music that keeps me moving with the city’s rhythm. A little pop, like Carly Rae Jepsen’s Call Me Maybe, always sets the right tone for navigating through town.
What road trips have you taken while in Malaysia?
Handling an EV really makes you appreciate the journey, not just the destination. One of my favourites has been from Kuala Lumpur to Kuantan, a coastal city with stunning beaches and vibrant local culture. It’s a fantastic road trip! Another beautiful route is to Melaka — lush greenery and inviting stops along the way. It’s the kind of drive that makes you fall in love with the road again. And with an EV, it is even more special — silent, smooth and connected to the surroundings in a way that’s hard to describe until you experience it.
What and where would your ultimate drive be to?
Today, I have to say that it would be anywhere idyllic, in the new Mercedes-Maybach EQS SUV, accompanied by some soul music from the likes of Aretha Franklin. I can already feel the utter luxury and comfort engulf me as I cruise along the scenic route in all its electric glory.
This article first appeared on Mar 10, 2025 in The Edge Malaysia.
