The UK Mercedes-Benz retail operation has opened the first two outlets in its revamped dealer network: the Bluewater Retail Showcase in England’s largest shopping centre and the first new-look main dealership in the south-west cathedral city of Exeter in Devon.
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“The new sites are the first examples of plans unveiled by Mercedes-Benz which represent a new way of retailing cars and interacting with customers,” a company statement said.
Mercedes-Benz announced plans last year to restructure its UK network in advance of the anticipated axing of the EC block exemption laws which it expected to loosen its control over its dealers.
The company gave its 155 dealers a year’s notice and announced plans for a new network based on a series of large company-owned dealers (now called Market Areas) located in large metropolitan areas and supported by service centres in smaller towns.
Mercedes-Benz of Exeter, the first of the large, new-look retail centres, was built at a cost of £4 million by City Motor Holdings, one of the partners that operates two-thirds of the new Mercedes-Benz network.
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By GlobalDataThe new site combines a 17 car showroom with the latest sales and service facilities and displays 175 new and used vehicles. A separate new ‘smart box’ sells and services the Smart citycar range. A bistro and children’s play area are also on the site.
The new Exeter dealership features dedicated “meeters and greeters” to welcome customers and ensure they are steered towards the most appropriate member of staff.
Advanced vehicle configuration systems enable customers to see a ‘virtual car’ with different paint and trim colours before ordering.
Servicing facilities have been designed to be more customer-friendly. Rather than having to find a parking space, then walk into the service reception only to have the car taken into the workshop, the customer can drive straight into a special area of the workshop where a service advisor runs a series of diagnostic tests.
The results are shown on the technician’s hand-held display unit, so any necessary work can be discussed with the customer before being undertaken.
Technicians are organised into teams with ‘ownership’ of individual jobs, which is claimed to improve efficiency as well as giving owners an ‘expert contact’ directly familiar with their car.
The Mercedes-Benz Retail Showcase, located in the Rose Gallery at the giant Bluewater shopping centre in Kent, east of London, is the first so-called ‘retail-led outlet’ Mercedes-Benz has opened in Britain.
Developed from concept to opening in just 100 days, the outlet sells Mercedes-Benz merchandise from model cars to luxury watches, ‘smartware’ (Smart car merchandise and accessories), and a range of McLaren products as well as the usual car dealer services.
Customers can buy a new or used Mercedes-Benz or smart and also have on-line access to the details of 1,000 used vehicles. Car salespeople are on hand and customers requiring finance can speak to staff at M-B’s finance operation via a video link.
Eight dedicated bays in the nearby covered car park house test-drive cars and a larger selection of vehicles is available at the Mercedes-Benz of Dartford main dealership a few miles away.
That dealership offers a ‘service while you shop’ facility where owners can drop their cars off at Dartford and be chauffeur driven to and from Bluewater.
The Bluewater store features aluminium, glass and steel in its interior design and ‘floating frames’ ringed with cold cathode lights define key product areas.
A curved ‘History Wall’ with highlights of Mercedes’ heritage flanks the feature display car, which is located under an illuminated dome. Plasma video display screens, sleek TFT internet terminals and a holographic ‘info window’ give the store a a high-tech look.
“We’re viewing our retail showcase as a living laboratory, a chance to see what works brilliantly, and what may need a tweak within the first few weeks of the store opening,” said DaimlerChrysler Retail UK managing director Geoff Brady.
