Drayton Group invests millions in new Shrewsbury dealership
A SHROPSHIRE motor dealers has ploughed millions of pounds into a new showroom to give buyers a taste of what their German equivalent experiences.
The Drayton Group has invested the money is a new Mercedes Benz dealership in Shrewsbury and the showroom is thought to be the first of its kind in the UK.
The state-of-the-art facility on the town’s Battlefield Enterprise Park has been designed to showcase the latest Mercedes-Benz brand architecture that will eventually be seen at dealerships around the world.
Central to the new design is the appearance of a large, illuminated Mercedes-Benz star set against a black background on the showroom exterior. The star is intended to be visible from the main approaches to the showroom so that customers can immediately identify the brand.
Replacing its previous home of 25 years in Battlefield Road, the all-new Mercedes-Benz of Shrewsbury has been constructed on a three-acre site with bigger and better facilities. The 24-car showroom is double the size of the former premises, and features stylish lounge areas where visitors can wait in comfort, continue with their work and even watch their car being serviced on screens relaying activity from the retailer’s state-of-the-art, 14-bay workshop.
An enlarged display of more than 60 Approved Used Mercedes-Benz cars and improved customer parking are among the other benefits resulting from the move.
The site was officially opened by Marcus Breitschwerdt, Head of Region Europe for Mercedes-Benz Cars, who returned to Shrewsbury after breaking ground on the landmark development last October.
“Drayton Group has made a significant investment in this new facility and has strengthened its commitment to not only representing Mercedes-Benz but serving our customers of today and tomorrow,” he said.
“This incredible new dealership is second-to-none and provides a fantastic environment in which to display our cars, and to look after our existing and future Mercedes-Benz owners. Mercedes-Benz of Shrewsbury also provides a taste of what motorists around the UK can look forward to when we commence the roll-out of our new brand architecture at the beginning of 2015.”
Ken Forbes, Drayton Group chairman, added: “The timing of the build coincided with the new Mercedes-Benz corporate identity being introduced globally, and meant that Mercedes-Benz of Shrewsbury is the first European site outside Germany to open with this new style.
“It is a truly magnificent facility – one that meets the future needs of the business and from which we can be proud to serve our customers in the Shrewsbury area for many years to come.”
