Mercedes-Benz invests in new NYC flagship store

Mercedes-Benz USA (MBUSA) announced in November of 2008 that it will invest over $30 million in a new and larger company-owned flagship dealership in Manhattan to expand its customer care capability and improve efficiency. The new 53rd Street facility, which replaces an existing facility on 41st Street, is expected to be operational by 2011 and will be one of the largest Mercedes-Benz dealerships in the country.

“We know that, more than ever before, customers are placing a very high priority on their experience with their dealership over the entire ownership period,” said MBUSA President and CEO Ernst Lieb. “With this in mind, we are working with our dealer partners, who together are investing over a billion dollars, to achieve unparalleled levels of consistency across the network through what we call our Autohaus project. This involves both brand elements as well as architectural designs that are oriented around creating more transparency, comfort and convenience for the customer. Consistent with this, we are creating an all-new MB Manhattan dealership to shine as the jewel in the crown of the network.”

The new 330,000+ sq. ft. facility, located on 11th Avenue between 53rd Street and 54th Streets is currently under construction by Two Trees Management of Brooklyn, N.Y. MB Manhattan’s existing location at the entrance of the Lincoln Tunnel on 41st Street on 11th Avenue will continue to service New York area customers until the new facility opens in 2011.

The new MB Manhattan dealership will offer leading showroom technology and forward-thinking design in a fully-fledged dealership for the Mercedes-Benz, Maybach, and smart brands with sales of new and pre-owned vehicles and after-sales operations, including a state-of-the-art service center.

“As our market share increases, and the Mercedes-Benz brand continues to grow in popularity, we see this as a way to raise the bar in our Manhattan sales and service operations with a view to continuously exceed the expectations of our customers,” said Blair Creed, general manager of MB Manhattan. “In New York City, people can find the best of the best the world has to offer. Our discerning customer base will find the new MB Manhattan location more convenient and user-focused as we accelerate to the future.”

MB Manhattan began operating as a company retail store in 1965, a year in which 12,117 Mercedes-Benz cars where sold in the U.S. In the 26 years since MB Manhattan became a subsidiary of Mercedes-Benz USA in 1981, sales of Mercedes-Benz vehicles in the U.S. have quadrupled from 63,059 units to last year’s 253,433 units. The dealership is the fifth largest in the country for new vehicle sales, MB Manhattan’s historical sales showroom at 430 Park Avenue will remain unchanged in design and operations.

Originally designed by Frank Lloyd Wright for the legendary foreign car importer Max Hoffman, the Park Avenue showroom has been one of Mercedes-Benz’s premier showrooms since 1955 and was expanded and completely renovated in 2002.

Mercedes-Benz USA, headquartered in Montvale, New Jersey, is responsible for the sales, marketing and service of all Mercedes-Benz and Maybach products in the United States. For over forty years, MBUSA has prided itself on its commitment to the customer by providing superior quality luxury vehicles coupled with outstanding customer support.

(source: Mercedes-Benz)

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