Mercedes Benz Signs Three Chelsea Stars

It’s been a busy week for Mercedes Benz - the company launched its new CLK-Class Coupé, and made another significant purchase of three retail sites – this time in central London.

Mercedes Benz Chelsea is a three-site retailer, with its main sales outlet at Pier House, near Chelsea Embankment. An after sales site located just off Wandsworth Bridge, and a used car centre in Cheval Place (Knightsbridge) complete the trio.

The sites have been purchased as part of Mercedes Benz’s ongoing changes to its dealer network, moving away from 159 dealerships to 35 larger territories. The transfers to new Retail Partners have been underway since the beginning of the year, and 70 per cent of the new network will be owned and operated by independent franchise holders.

DaimlerChrysler Retail UK Ltd’s ongoing acquisition of Metropolitan sites in London, Birmingham and Manchester has been boosted recently with three sites in the Midlands, in addition to today’s London announcement.

Mercedes Benz Chelsea will continue to employ some 120 staff, and the Wandsworth site will retain its landmark spinning three-pointed star – the only one in the world outside of Stuttgart, the company’s global headquarters.

Commenting on the new outlets was DaimlerChrysler Retail’s Managing Director, Geoff Brady: "London has traditionally been a very strong location for Mercedes Benz, and we’re delighted to be serving our customers by taking over these sites in the heart of the city.

"It’s great that the 120-strong team is staying with us. Their hard work has ensured the transition from the sites’ previous owner occurred without a hitch. Mercedes Benz owners in central London will now benefit from even better service than before."

Geoff explained: "We’re implementing initiatives such as longer opening hours, and more efficient working practices in our new sites, all of which will benefit the customer."

Published 12 June 2002 Melanie Carter

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