LSH Auto UK has added a new car retail franchise to its Mercedes-Benz of Erdington dealership after a £250,000 upgrade introduced the German premium brand’s latest corporate identity standards.

First opened as a ‘Used Car Centre of Excellence’ back in April 2019, the facility now features an interactive consultation area, ‘halo area’ displaying a prestige vehicle from the Mercedes-Benz range and a new bistro area among its facilities.

The changes bring Mercedes-Benz Erdington in-line with the vision of LSH Auto UK managing director, Martyn Webb, who told AM in a dealer profile feature that “a visit to one of our dealerships can be a real highlight of an owner’s interaction with LSH Auto and the Mercedes-Benz brand”.

Commenting on the upgrades to the Erdington facility, Webb said: “Mercedes-Benz of Erdington has consistently excelled since its launch, offering customers a destination experience when they visit.

“We are delighted to be launching new car sales from the site. Our number one priority is providing our customers with excellence and the upgraded showroom reflects our high standards.”

Aiden Perris, General Manager of Mercedes-Benz of Erdington, said: “We want to give our customers more choice and allow them to find the right car to purchase in a relaxed, no-pressure, environment that has been tailor-made to give them the best experience.

“Our doors are open to everyone. They can come and use a desk, have a coffee and a bite to eat.

“We’ve already had fantastic feedback from our customers and we’re looking forward to welcoming old and new customers to see the dealership for themselves.”

Mercedes-Benz of Erdington displays over 200 vehicles at its six-acre site, with 30 new and used models in its showroom, complete with an AMG section showing the latest models, and a further 150 Approved Used vehicles in a covered outdoor area.

As part of the Mercedes-Benz Vans retail franchise, it also offers new and Approved Used commercial vehicles from a dedicated area within the three-storey, glass-sided showroom.

With 12 workshop bays on site, Mercedes-Benz of Erdington provides professional aftersales care and world-class servicing for both cars and commercial vehicles.

Webb said: “LSH Auto is a business that always looks to the future. We continue to invest in our dealerships to offer the highest standards, from the presentation of our vehicles, to state of the art equipment for aftersales care and most importantly an outstanding customer experience.”

Last week AM revealed that Mercedes-Benz had begun consultation with its franchised car retailers about the shift towards an agency retail model.

Back in 2019, at a brand conference in The Hague, Mercedes-Benz said that it anticipates that 25% of its car sales will be completed online by 2025.

Mercedes-Benz in the UK, meanwhile, has revealed that it is exploring disposal options for its nine-site Mercedes-Benz Retail Group dealership operation.

In a statement issued to AM on May 21, the brand said: “The company is transforming its own retail business for Mercedes-Benz Cars and Vans and is therefore assessing a potential divestment of Mercedes-Benz Retail Group in the UK.

“In the search for buyers, high priority is placed on their long-term economic success and the continuation of the Mercedes-Benz operations.

“In doing so, we are fulfilling our social responsibility to safeguard jobs and ensure the best possible support for our customers.”