Mercedes, Super Group unveil blueprint for luxury dealerships

11th August 2023

By: Irma Venter

Creamer Media Senior Deputy Editor


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Mercedes-Benz South Africa (MBSA) has unveiled the second of its local dealerships to have adopted the German carmaker’s new ‘luxury’ retail brand appearance, launched globally in 2018, and in South Africa the following year.

The first dealership to carry the identity was in Sandton. However, the domestic roll-out of the new identity was halted by Covid-19, but has now again gained momentum.

The Mercedes-Benz Constantiaberg dealership in Cape Town is owned by Super Group, which has invested R40-million in the facility.

The central theme for the new-look dealerships is the feeling of luxury in every consumer interaction and/or every touch point.

It also merges the physical and online channels to create more convenience, such as through the digitalisation of the entire customer journey when engaging with the dealership.

In addition, the Constantiaberg facility fully caters for the shift towards electric mobility, both in equipment specifications and staff training.

“With the ever-changing consumer landscape, futureproofing our operations to meet the needs of our customers is crucial,” says MBSA co-CEO and Mercedes-Benz Cars executive director Mark Raine.

“As a luxury brand, modernising our retail operations is about focusing on our customers’ growing needs, with the goal to create a fascinating brand experience at every touch point.

“This dealership serves as a testament to our vision for the future of luxury where convenience, personalised services and unforgettable experience converge,” stated Raine.

Construction work on the Mercedes-Benz Constantiaberg dealership started in September last year and was completed in June.

The facility occupies an area of about 7 400 m², and forms part of the Blue Route Mall property.

The building structure has been designed to accommodate the future installation of solar energy.

“Our relocation from Claremont to Tokai is a strategic move to further strengthen existing relationships and build new ones,” says Super Group Dealerships CEO Graeme Watson.

He says the next step for the group in its relationship with MBSA is to roll out a premium outlet at the V&A Waterfront in the fourth quarter of this year.

Edited by Martin Zhuwakinyu
Creamer Media Senior Deputy Editor



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