12 October 2017 Mercedes-Benz is set to open a Melbourne dealership that doesn’t focus on selling cars. Mercedes-Benz Australia is […]
12 October 2017
Mercedes-Benz is set to open a Melbourne dealership that doesn’t focus on selling cars.
Mercedes-Benz Australia is introducing a new brand experience to Australia when it opens the doors on its new two-level Mercedes me store next month. The architecturally design industrial urban retail space is situated at 525 Collins street in the heart of Melbourne.
It will be only the seventh Mercedes m concept store in the world and the decision to open in Melbourne and not Sydney is due to the availability of the site and the new mid-town area re-development around the Rialto building.
The Melbourne site joins six other Mercedes me stores situated around the world in Munich, Moscow, Hamburg, Beijing, Tokyo and Hong Kong. Each store is designed around a localised theme and the Melbourne space focuses on the city’s café culture and foodie delights. As a result, Mercedes has partnered with Melbourne’s world-renowned artisan coffee makers, St Ali.
The large open plan store will only feature, for now, one car on display at a time and provide a casual environment for people to experience the Mercedes-Benz brand. It will also host special events such as screenings of sports events, art exhibitions, guest appearances and more.
According to Mercedes me store general manager Simon Johnson the focus won’t be on sales.
“The Mercedes me store will bring in people that we haven’t been speaking to in the past,” he said.
“Not everyone enjoys going into a dealership environment and the me store provides an opportunity for people to understand the brand in a relaxed and enjoyable atmosphere,” said Johnson.
Established stores overseas have accounted for sales, however there are no sales staff on the floor and instead a number of ‘specialists’ provide assistance to customers such as explaining the brand’s history and demonstrating Mercedes’ technology.
The new Melbourne store provides standing room for up to 180 people and seating for just under 100. There will also be a library and specially designed meeting room for bespoke events.