Shrewsbury site heralds a brand new look for Mercedes-Benz

A new-generation of Mercedes-Benz dealer has been revealed for the first time outside of Germany, with the opening of a newly-built retailer, Mercedes-Benz of Shrewsbury.

Constructed as part of a multi-million pound investment by privately owned Drayton Group, the
state-of-the-art facility on the town's Battlefield Enterprise Park showcases 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 against a black background on the showroom exterior that will face the major approaches to retailers, and will clearly identify the business to customers.

The clean and contemporary feel continues inside the building, where black and white replaces pastel shades to provide an understated backdrop against which the latest cars are displayed. The use of walnut furniture throughout the showroom is designed to further enhance a modern retail environment.

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 to offer existing and future customers bigger and better facilities and service than ever before. 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 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, which is another highlight for the business after we were recently named Mercedes-Benz Retailer of the Year," said Ken Forbes, Chairman, Drayton Group.

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