Gargash Enterprises has launched a redesigned Mercedes-Benz showroom in Deira, Dubai, giving one of the oldest automotive retail facilities in Dubai a new look. The facility was first opened in 1968 and has now been upgraded to the latest Mercedes-Benz retail design standards while continuing to cater to its loyal customer base, which has been with the brand across generations.
What is the historical significance of the Deira showroom?
The Deira showroom has been in operation for over five decades and is one of the oldest Mercedes-Benz retail facilities in the UAE. The facility has been serving not only as a sales point but also as a landmark for customers who are aware of the brand’s presence in Dubai.
What design and retail concept has been implemented?
The renovated showroom features Mercedes-Benz’s MAR20X retail concept, which emphasises a more streamlined and customer-centric design and layout. This approach is meant to facilitate interaction with customers at various stages of the buying and ownership experience. While the showroom has been renovated to be more contemporary, aspects of the previous showroom’s design and layout have been retained to ensure familiarity with returning customers.
What is the MANUFAKTUR Lounge and how does it function?
One of the most prominent features of the Deira showroom is the first MANUFAKTUR Lounge in the region, which enables customers to explore various customisation options available through Mercedes-Benz’s MANUFAKTUR programme. The lounge features various materials, finishes, and colours that go beyond the standard specifications of a vehicle, and enables customers to explore various features of a vehicle’s exterior and interior before making a purchase.
How does this redevelopment fit in with Mercedes-Benz’s regional strategy?
As per the Mercedes-Benz regional management, retail outlets remain an essential part of customer relationship building and brand continuity. The Deira showroom revamp takes place during a two-year period of new product launches in the region, making this revamped outlet a part of Mercedes-Benz’s overall retail and distribution strategy in the Middle East, in association with Gargash Enterprises.
Pricing, availability, and further action
The revamped Mercedes-Benz Deira showroom is now open to the public and fully functional as a sales and customer engagement facility. The pricing of the vehicles, customisation under the MANUFAKTUR initiative, and availability will depend on the model and variant.
