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Mercedes-Benz Retail Group proceeds with West London flagship showroom

CGI image: Mercedes-Benz Retail Group's redeveloped West London showroom

Mercedes-Benz Retail Group (MBRG) is proceeding with the development of its flagship West London dealership despite its expected sale by the German premium car maker.

The Mercedes-owned AM100 retail group has informed its customers that its operation will move to a temporary dealership site on at its Kew Bridge Distribution Centre ahead of a move back into the extensively redeveloped and extended new facility on Great West Road.

Mercedes confirmed to AM that the initial move from the prominent facility – visible from the busy M4 – will take place on October 11.

MBRG told its customers that the upgraded dealership, plans for which were approved by officials from the London Borough of Hounslow in 2019, will feature a drive-in service reception, valet parking, state of the art workshop and a “stunning” new showroom.

The new facility features a new-build addition with a footprint of 2,800 square-metres, according to planning documents.

A design and access statement compiled as part of the initial planning application said: “Mercedes-Benz, as with other marques, has ambitious has ambitious growth targets for both the sales and aftersales businesses in the UK over the next five to 10 years.

“Delivering these projected figures demands that many of their existing facilities across the country need to be modified and expanded.

“Brentford is no exception, and in some respects is in need of more urgent attention.”

MBRG’s plans for the Brentford dealership site pre-date the OEMs’ confirmation that it is considering the sale of its London-centric, nine-dealership Mercedes-Benz Retail Group car retail operation in the UK.

Mercedes confirmed the plan in May, eleven months after a spokesperson insisted that it had no plans to divest of its London-centred retail operation in an interview with AM following the closure of dealerships in Bromley, Caterham and Chelsea.

In July L&L Automotive also acquired MBRG’s Hemel Hempstead dealership.

Back in May, an official statement detailing the strategic direction of Mercedes’ thinking on the ownership of UK car dealerships, stated: “Mercedes-Benz has refocused its strategy and taken action on structural costs, targeting strong and sustained profitability.

“As a result, 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.”

A Mercedes spokesperson told AM that there was “no more to add” regarding the future of MBRG at this stage.

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