Dealerships, Marketing , , , ,

MERCEDES-BENZ is bringing brand experience to Australia, becoming only the seventh global outlet for the Mercedes Me concept that mixes marketing with hospitality in a non-sales environment.

The store, to be opened in the first quarter of next year, will be at the ground level of the Rialto towers on Collins Street in Melbourne. The building is currently under a $100 million redevelopment.

Mercedes-Benz Australia-Pacific CEO Horst von Sanden said it was very prestigious to have a Mercedes Me store in Australia.

“We are proud to have one opening in Australia as they are only six others in the world,” he said.

“The intention is to attract the public – not just our customers – to experience the lifestyle of Mercedes-Benz. It is not meant to be a showroom and it’s not designed to sell cars.

“In fact, it will be factory funded by us and operated by our marketing department with no involvement from our Melbourne dealership.”

Mr von Sanden said the emphasis is on the store being a meeting point for people.

“It will be a hospitality centre, have interactive media and give guests the opportunity to attend special events and functions,” he said.

“It allows people to experience Mercedes-Benz outside a dealership.”

He said the concept had proved to be very successful since the first shop was opened in Hamburg in June 2014.

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“For us it has shown to attract a lot of new people to the brand and it is particularly a young audience with a good gender balance,” he said.

“That is exactly the audience we are aiming to appeal to with our products.”

Each Mercedes Me store has a different emphasis, from fashion to fine dining or a coffee-shop atmosphere.

Mr von Sanden said because the Rialto is still being developed, the project and its content had yet to be finalised.

But he confirmed it will have a coffee-shop flavor and that St Ali owner Salvatore Malatesta will be the operator of the shop.

“He is a colorful individual who is very well known and is a Mercedes-Benz ambassador – so he is perfect for the role.

“We have yet to announce a store manager. We estimate it will be three to four months before we complete the detailed planning.

“We are very happy with the concept and the Rialto is perfect because it has a lot of foot traffic and will be of a very high standard when construction is completed.”

Daimler AG board member Ola Kallenius this year opened a Mercedes Me store in Beijing that spreads over two floors and covers 2400 square metres.

Since the first Mercedes Me store opened in Hamburg in 2014, it has been followed by outlets in Milan, Tokyo, Hong Kong, Moscow and Beijing.

The Rialto’s 8000 square metre redevelopment comprises five storeys that encase the frontage along Collins Street and King Street.

By Neil Dowling

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