KUALA LUMPUR: Mercedes-Benz Malaysia is entering a new chapter in its local operations, with Kevin Barbian appointed as the new Chief Operating Officer (COO) of Mercedes-Benz Cars Malaysia, effective 1 September 2026.
Barbian takes over the position from Nadia Trimmel, who will move on to a new assignment as Sales Director of Mercedes-Benz Vans UK.
While leadership changes are not unusual within the automotive industry, Barbian’s appointment stands out for his extensive background in digitalisation, connectivity, business development and customer experience, areas that are becoming increasingly important as Mercedes-Benz continues to transform how customers interact with the brand.
From business development to digital transformation
Barbian’s journey with Mercedes-Benz began in 2011, when he joined the company as a Business Development Consultant.
He subsequently moved into commercial telematics and business-to-business services, gaining experience in developing technology-driven solutions and new business opportunities.
In 2016, Barbian founded Mercedes-Benz Connectivity Services GmbH, where he took on the role of Head of Sales and Marketing.
His career then increasingly shifted towards digital and technology transformation.
Among his notable positions was serving as Digital Lead for Mercedes-EQ, where he was involved in areas such as over-the-air software updates and on-demand vehicle functions.
He later established and expanded the company’s Digital, Data & AI unit within IT Customer Services, working across multiple international hubs.
These experiences give Barbian a background that stretches beyond conventional automotive sales and operations, particularly as modern vehicles increasingly rely on connected services, software and digital customer experiences.
Retail transformation will be another key focus
Barbian’s most recent position before moving to Malaysia was leading Mercedes-Benz’s Retail of the Future programme in Europe.
The programme focuses on transforming the way Mercedes-Benz interacts with customers, including the integration of physical retail experiences with digital channels.
The Retail of the Future concept has also been introduced in Malaysia, making Barbian’s previous international experience particularly relevant to the local market.
With Malaysian customers becoming increasingly accustomed to online research, digital retail experiences and connected vehicle technologies, his experience could play an important role in the next phase of Mercedes-Benz’s local operations.
Kevin Barbian: Malaysia remains a market with strong potential
Speaking about his new role, Barbian described Malaysia as an important and dynamic market for Mercedes-Benz, highlighting its potential for continued growth and innovation.
He also emphasised the importance of working closely with the company’s team and retail network to further improve the customer journey.
“Our focus remains on delivering desirable products, seamless experiences, and meaningful value to our customers.”
The statement reflects three areas likely to remain important under his leadership: products, customer experience and value.
For Mercedes-Benz, the challenge will be to balance the expectations of premium-car buyers with a rapidly changing automotive landscape, particularly as electrification, digitalisation and new retail models reshape the market.
Nadia Trimmel heads to Mercedes-Benz Vans UK
Barbian’s appointment also marks the end of Nadia Trimmel’s latest chapter in Malaysia.
Trimmel joined Mercedes-Benz Malaysia in 2024 as Vice President of Marketing and Sales, before taking on the COO position in June 2026.
During her time in Malaysia, she was involved in several important developments for the brand, including the continued implementation of the Retail of the Future strategy and the introduction of new products.
One of the latest highlights was the arrival of the all-new electric Mercedes-Benz CLA, which represents an important step in the brand’s local electrification strategy.
Before joining Mercedes-Benz Malaysia, Trimmel had built significant experience with Mercedes-Benz South Africa. She joined the company in 2014 as National Sales Manager for Mercedes-Benz Vans before becoming Managing Director in 2017.
She will now continue her career within Mercedes-Benz as Sales Director of Mercedes-Benz Vans UK.
Reflecting on her time in Malaysia, Trimmel described the experience as immensely rewarding and thanked her colleagues, retail partners, customers and stakeholders for their support.
She also welcomed Barbian to the role and expressed confidence that Mercedes-Benz Malaysia would continue its momentum under his leadership.
What does Barbian’s appointment mean for Mercedes-Benz Malaysia?
The appointment comes at an interesting time for the premium automotive market.
Mercedes-Benz is navigating a rapidly evolving industry where traditional strengths such as luxury, design and performance are increasingly being complemented by software, connectivity, electrification and digital customer experiences.
Barbian’s career reflects many of these areas.
His experience in connectivity, digital transformation, data and AI, as well as the Retail of the Future programme, could potentially give Mercedes-Benz Malaysia a leadership perspective strongly aligned with the direction of the automotive industry.
At the same time, the company’s extensive retail network remains an important part of its customer relationship.
The coming months will therefore be closely watched as Barbian settles into his new role and begins working with the local team and retail partners.
For Mercedes-Benz customers in Malaysia, the biggest question will ultimately be how this leadership transition translates into better products, smoother ownership experiences and a stronger digital journey.
One thing is certain: with Kevin Barbian now at the helm of Mercedes-Benz Cars Malaysia, the brand’s next chapter is set to place significant emphasis on digitalisation, customer experience and continued business growth.
