The unique multi-storey lifestyle and hospitality centre which hosts a four-level dealership which visitors liken to the visit to a five-star hotel, maintained new car volumes in the latest 12 months compared with the first 12 months in spite of the pandemic and short supply of new car stock.

The first half of 2021 has also seen a 20 per cent increase in service volume over 2020.

Given the pandemic, management was expecting visits by customers would have dropped but the numbers of walk-ins, enquiries and appointments have grown by around 15 per cent.

The managing director of LSH Auto Australia, John Good, told GoAutoNews Premium: “We haven’t really seen any drop off in the overall sales activity nor sales volumes in Mercedes-Benz Brisbane. Of course, there’s a bit of seasonal effect with lockdowns etc but, in the broader context, there has not been a drop off in new car volume. 

The Chain Reaction Challenge fundraising cycle ride started and finished inside the service reception hall of the dealership on Breakfast Creek

“Aftersales; we’ve seen an increase. I think consumers are now aware of the facilities and what the facilities can provide in terms of that uniqueness and that exceptional experience. 

“Where we are seeing growth is in AMG. The dealership has a dedicated AMG showroom at the front entrance and we do have dedicated AMG personnel specifically versed in the AMG product. That is supporting the appeal and broadening the awareness of AMG so we are seeing growth in interest in the AMG brand and that is supporting AMG sales.”

“So we’re continuing to grow our car parc and we are particularly seeing a solid increase for younger vehicles coming in for service as well. We are also seeing consumers that may have even bought elsewhere are coming to us for servicing.

“The events and hospitality side of the centre continues to thrive. During non-lockdown periods, there are on average two events on site each week. These included catered events for professional groups, community groups and major events which attract hundreds of new attendees each week.

“The team here in Brisbane under the leadership of DP Ken Got, are pushing various events, weekly and monthly and these are strengthened through our local brand ambassadors. We are really using the facility and exploiting every opportunity we can to bring customers in and get them engaged and get them involved with what we’re doing,” Mr Good said.

The major events that have been held across the various Mercedes-Benz showrooms at the facility, include the grand finale runway parade for Brisbane Fashion Month, Queensland Ballet Giving Day, the start and finish of the Chain Reaction Challenge fundraising cycle ride for Queensland and QLD Ballet dance classes for young children (which brings their parents into the dealership).

Management says the new facility has also been an aid to recruitment, both of new people to the industry and staff from other brands.

Mr Good said the company will now focus on getting the boardwalk and downstairs catering area activated.

“Work is happening on the pontoon area and the waterfront will create another opportunity to bring in more people. That was always part of the initial grand plan to have a much stronger activity along the river. 

“We are working with the Brisbane City Council to have an underpass (under Breakfast Creek Road) so we can link up Newstead House and the beautiful parkland opposite the facility as well. So these became more tangible priorities than working on the rooftop restaurant at the moment.

The planned pontoon on the Breakfast Creek waterfront will be completed soon and will become the home to a picnic boat hire business called Goboat, thus driving more visits to the dealership as a destination. 

The link, which will include access from the main cycle track along the banks of the Brisbane River into the Breakfast Creek dealership, is expected to attract even more patrons for the MICA cafe on the waterfront which continues to do strong business. 

Mr Kellam’s central commercial kitchen is fully operational and his cooking classes are due to start this quarter, after being delayed due to COVID.

“We’ve activated the cooking classes as part of the dealership experience we are bringing to customers. The cooking classes have been exceptionally well received. And, obviously, we will continue to springboard further with that once some of these restrictions ease,” Mr Good said.

By John Mellor