Mercedes-Benz’s new automotive retail concept debuts in Canada

Mercedes-Benz has announced that its new concept for automotive retail, what it calls  “the future of automotive retail” has made its Canadian debut at Mercedes-Benz Kelowna. The brand-new facility boasts a design concept developed by the Mercedes-Benz Design Team in Stuttgart, Germany, to immerse guests in modern luxury, says the company statement. “Throughout the sales and service journey, the design turns the showroom into a true brand experience with a combination of spatial design, innovative processes, and seamlessly integrated digital platforms,” shares the company.

The latest Mercedes-Benz concept incorporates features and processes that combine personal interactions and traditional services with digital touchpoints that centralize information, allowing a smooth and efficient experience across all departments, from sales to financing and service.

In addition, customers can interact with the retail team in a variety of settings, depending on their needs and preferences. For example, throughout the showroom a variety of specially designed lounge areas allow sales and service conversations to take place in a relaxed setting. Closed offices are also available, for customers who prefer a more private setting.

"Customers at Mercedes-Benz Kelowna now have the opportunity to experience the brand on a new level with every visit to the dealership," says Andreas Tetzloff, CEO, Mercedes-Benz Canada. "Mercedes-Benz makes the world's most desirable cars by taking a customer-centric approach and focusing on three key pillars: aesthetics, technology, and sustainability. Our new retail concept applies the same approach to the automotive showroom. The team at Mercedes-Benz Kelowna has invested in the future of automotive retail and enhanced the dealership experience for our customers in the process. We thank them for their partnership and extend our heartfelt congratulations on being the first location in Canada to apply the new retail concept in this beautiful new facility."

"The team at Mercedes-Benz Kelowna has always been passionate about providing an ownership experience that is equal to the iconic vehicles we sell," says Adam Rich, General Manager, Mercedes-Benz Kelowna. "Now, we are proud to be the first location to introduce this new retail concept in Canada. Not only is it a beautiful facility, but its thoughtful, innovative design facilitates a premium Mercedes-Benz experience for every customer who visits our location."

New Architecture and Design Features Combine Analogue and Digital Elements for an Enhanced Customer Experience

In the new design concept, a largely transparent building façade creates a flowing transition between interior and exterior spaces. The 4,645 m² interior is largely open concept, with spatial boundaries deliberately kept to a minimum to maintain a feeling of spaciousness.

From the moment the visitor enters the showroom, the architecture of the new concept is evident. In place of a traditional reception desk, customers are welcomed into an informal and relaxing seating area by a "Star Assistant" – a newly created role that is responsible for ensuring positive first impressions. The "Star Assistant" creates a welcoming atmosphere at reception by confirming the customer's needs and goals, setting them on their dealership journey by introducing them to the appropriate team members.

The new Mercedes-Benz retail concept experience essentially combines the benefits of in-person and digital touchpoints to optimize the customer experience. 

Throughout the facility, eight large digital screens complement the display vehicles with dynamic video content. The largest screen is approximately 1.2 metres wide by 0.6 metres tall and can be used as a focal point for a variety of presentation formats. The showroom also offers other features and services such as the Service Advisor with integrated digital platforms, DC fast chargers and 20 Level 2 chargers for EV customers.