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Drayton opens DCUK's fourth multi-brand site

A new DaimlerChrysler brand centre has opened in the West Midlands. Drayton Group has created a multi-brand super-site by adding the ChryslerJeep franchise to its existing Mercedes-Benz and Smart dealership in Wolverhampton.

The outlet, one of four in Britain to sell all three DCUK marques under one roof, has space to add the Dodge franchise when it arrives in the UK next year. Located at Penn Road, a few minutes from the city centre, the centre has a 10-car Smart showroom, eight-car ChryslerJeep showroom and 40-car Mercedes-Benz sales area.

The two-tier open plan building contains all marques under one roof with separate entrances for Mercedes-Benz and Smart. ChryslerJeep has its own reception area and designated service bays. It will ultimately have its own entrance – a common carmaker demand for multi-franchised showroms.

A few Mercedes-Benz dealers have added Chrysler franchises to their territories as they move to larger showpiece dealerships, although Chrysler says it does not expect many changes to its existing network, despite the fact that its market areas interlock with the Mercedes territories. Drayton is the fifth UK group to overlap both franchises.

A family-owned group, Drayton was established in 1974 in Market Drayton. It has seven Mercedes outlets in the Midlands and employs 375 staff.

The Wolverhampton Chrysler Jeep operation will employ 13 people. Franchise manager is Matthew Harris, service manager Bob Huxley and group parts manager George Phillips.

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