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M-B's cosmetic units go mobile in London

Mercedes-Benz has launched a mobile cosmetic repair service within its London market area as it continues extending its presence across the automotive business. StarRepairs is the latest addition to the Mercedes portfolio, joining the new car showrooms, Direct used car/van network and Express-Service fast-fit outlets. The new division consists of five specially equipped and branded StarRepairs vans that operate out of the Mercedes outlets at Brentford, Croydon, Canary Wharf, Watford and Dartford and cover the entire London market area.

Previously Mercedes cosmetic repairs had been carried out through a sub-contractor, but the company believes StarRepairs will give it greater control over quality, improving standards, customer service and loyalty and helping to boost revenue.

Each van will be able to repair stone chips, scuffs, interior trim, wheels, windscreens and plastics as well as remove dents.

“Our StarRepairs team will all be Mercedes-Benz people, giving customers the confidence that our staff are trained and knowledgeable about their individual car,” says Paul Hrachovec, Mercedes-Benz London operations manager. “The market for cosmetic repairs in London is significant, and by moving these repairs in-house we will also retain more profit for the London business.”

A Mercedes-only operation, StarRepairs will be expanded into the company's wholly-owned territories in Manchester and Birming-ham. The franchised dealer network will also be encouraged to invest in similar mobile cosmetic repairs.

“StarRepairs is part of our rapid expansion programme as we look to have the right servicing and sales structure in the right areas,” says a Mercedes' spokesman. More innovations can be expected. Mercedes-Benz has also revealed that its standalone servicing outlet, scheduled to open in London this month, will now open towards the end of July.

Mercedes-Benz Canary Wharf is a 1.5-acre site featuring 30 service ramps and offering home delivery and collection.

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