Mercedes-Benz elevates customers’ luxury experience through the launch of its new Constantiaberg dealership
Mercedes-Benz South Africa celebrates the opening of the Mercedes-Benz Constantiaberg dealership following Super Group Dealership’s investment into the state-of-the-art establishment.
Image supplied by Mercedes-Benz South Africa
Mercedes-Benz Constantiaberg is the second dealership in South Africa that has adapted to the Mercedes-Benz luxury retail brand appearance since the global launch in 2018 and in South Africa in 2019. The Mercedes-Benz luxury retail brand appearance redefines the role between the physical and digital world in sales and service, and brings together the benefits of both worlds for our customers, creating harmony in both.
Commenting at the exclusive opening of Mercedes-Benz Constantiaberg, Co-CEO of Mercedes-Benz South Africa and Executive Director for Mercedes-Benz Cars, Mark Raine said:
“Today we stand at the dawn of a new era, as we proudly inaugurate the opening of Mercedes-Benz Constantiaberg. Constantia is a prime location and in this esteemed enclave of luxury, Super Group has found the perfect home for our brand where sophistication and refined taste reside. With the ever-changing consumer landscape, future-proofing our operations to meet the needs of our customers is crucial. As a luxury brand, modernising our retail operations is about focusing on our customers’ growing needs with the goal to create a fascinating brand experience at every touch point. This dealership serves as a testament to our vision for the future of luxury where convenience, personalised services and unforgettable experience converge.”
Mercedes-Benz brand retail standard prioritises customer-focused experiences at every touchpoint
The opening of the Constantiaberg dealership today demonstrates Mercedes-Benz’s firm commitment to customer-centricity, by capturing and retaining their love for the brand and ensuring that they experience the service and quality that is synonymous with Mercedes-Benz.
In order to realise this, Mercedes-Benz Constantiaberg was constructed to match the new global retail standard in order to fulfil the customer’s desire for modern luxury. The Mercedes-Benz brand retail standard is premised on the composition of an omni-channel strategy where the physical and online channels seamlessly complement each other for more convenience; digitalisation of the entire customer journey; the confluence of technology, aesthetics, innovation & sustainability, as well as the provision of impeccable customer service. In addition, the Mercedes-Benz brand retail standard at Constantiaberg is future proof by catering to the shift towards eMobility and the introduction of state-of-the-art and innovative products.
The digitalisation of the exterior and interior areas of Mercedes-Benz’s Constantiaberg retail operations features a combination of spatial design, innovative advisory processes and the introduction of digitalisation in advice, sales and service.
With the Mercedes-Benz luxury retail brand appearance, the point of sale becomes a point of innovative experience for the customer. Retail elements are modernised with a new appearance at the point of sale; from the reception, sales and service to delivery. Supported by media systems, infrastructure and content, customers are able to experience the brand virtually and in reality.
Prime location
The construction of Mercedes-Benz Constantiaberg commenced in September 2022 with successful completion in June 2023. Occupying an approximate area of 7400m², Mercedes-Benz Constantiaberg forms part of the Blue Route Mall property. The building spans an area of 2170m², employing a compact yet efficient design that carefully considers circulation space to enhance user experience and engagement at every touch point.
The building's location and orientation enables convenient access from the main road, provides an impressive brand frontage, and allows an abundance of natural light to illuminate the interior spaces. The design for Mercedes-Benz Constantiaberg prioritises the maximisation of space and light, embracing a large volume concept to create an open and inviting atmosphere.
To ensure the building’s aesthetic appeal and longevity, durable materials such as aluminium cladding, concrete, and steel were used.
Sustainable Architecture
Sustainability plays a central role in the building's architecture at every level.
In an effort to reduce the carbon footprint associated with materials and imports, localised international specification standards were adopted. Low-energy light fittings and an energy-efficient Heating, Ventilation, and Air Conditioning (HVAC) system have been integrated to enhance the building's environmental performance.
Aligning with the objectives of Mercedes-Benz luxury retail brand appearance, future-proofing was a key consideration during the design process. The building structure has been designed to accommodate future installation of solar panels, a sustainable practice that will facilitate the generation of clean and renewable energy. Water management and sustainability practices were emphasized in the building's wash bay facilities, which include an oil separator and water recycling plant. These features highlight responsible water management and contribute to the building's overall sustainability and environmental safety.
The architecture employed at Mercedes-Benz Constantiaberg represents a fusion of innovative design principles, sustainable initiatives, and future-readiness, a glimpse into the future of automotive retail.
“We are extremely excited to finally open the doors of Mercedes-Benz Constantiaberg. The further investment into this state-of-the-art dealership is a marker of our commitment to actively participate in the economy of South Africa. It is also a testament to the foundationally strong and long-standing relationship we have with Mercedes-Benz South Africa. Our relocation from Claremont to Tokai is a strategic move to further strengthen existing relationships and build new ones. With our expertise of over 30 years, we have a deep understanding of the Mercedes-Benz market and are ready to continue to provide comprehensive and innovative consumer-centric support throughout the entire customer journey,”
said Graeme Watson, Chief Executive Officer of Super Group Dealerships.
