How big is the new Mercedes Ireland dealership in North Dublin?
The new dealership covers 2,513 square metres and will employ 70 staff. It’s being described as a ‘significant milestone’ for MSL and Mercedes, even though the relationship between the two companies dates back to 1959.
Is it just a showroom?
No, and actually this is one of the most critical parts of the story. As well as the main new-car showroom, there’s an additional 1,250 square-metre workshop featuring 21 service bays, which are supplied with spare parts and components by a 140-shelf ‘Lean Lift’ parts storage system. There are also dedicated bays for vehicles undergoing pre-delivery inspections, as well as valeting and new-car handover bays.
Who is this new dealership aimed at?
Obviously, given the location, this new Mercedes dealership is aimed at customers in and around north Dublin, but it will also serve existing and potential Mercedes buyers from Meath, Louth, Cavan and Monaghan.
Speaking at the opening, Gerard Lynch, Managing Director of MSL Motor Group, said: “This €22 million investment represents an important new chapter for MSL Motor Group and demonstrates our long-term commitment to the North-East region. Having represented Mercedes-Benz in Ireland since 1959, and as the largest Mercedes-Benz retailer in Ireland, we are proud to continue investing in the brand, our people and our customers. As Mercedes-Benz marks 140 years of innovation, this new development reflects the heritage of the brand and sets a new benchmark for automotive retail in Ireland. It also highlights our close relationship with our sister company, MDL — Motor Distributors Limited — the importer and distributor of Mercedes-Benz in Ireland, as well as our ambition for the future of the Mercedes-Benz brand and our business in Ireland. Customer focus is the sole priority of our business. Every aspect of this development has been designed around the needs of our customers, creating a premium experience that reflects the quality of the Mercedes-Benz brand and the standards our customers expect from MSL Motor Group.”
Is the new dealership all set up for electric cars?
Absolutely. Mercedes has launched two of the best new electric cars of the year — the CLA and the GLC — and this new dealership is designed with electric vehicles in mind. As well as electric charging points in the 200-space customer car park, MSL is aiming for an A-rating for energy efficiency. The building uses a 279.7kWp rooftop solar photovoltaic system comprising 643 solar panels, which will generate renewable electricity on site, helping to reduce reliance on grid-supplied energy and lower the building’s operational carbon footprint.
Those solar panels will also supply energy to three dual-plug high-power DC charging terminals. The whole solar and electric charging system has been designed by MDL Energy Ireland, a sister company of MSL Motor Group, which has set out specifically: “to maximise the use of renewable energy generated on site while providing the charging capacity required to support the continued transition to electric mobility.”
What about inside the showroom?
That’s quite impressive, actually. This new dealership is using Mercedes’ new retail concept, known as ‘MAR20X’, which is supposed to mimic the look and feel of a five-star hotel once customers cross the threshold. Visitors are welcomed at a central hospitality area, offered a coffee and invited to relax in an elegant lounge or private consultation space. Statement lighting, warm timber, tactile fabrics and gallery-style vehicle displays create a calm, sophisticated atmosphere designed around a relaxed and personal welcome.
There’s clever technology backing up the luxury, too, including number plate recognition upon arrival. This alerts the team behind the scenes when someone arrives for a pre-booked service, for example, allowing staff to direct them to the right place and assist them promptly.
Is the new Mercedes Ireland dealership open now?
Yes, it is, and there’s a big official opening ceremony this weekend, which would be well worth attending. It will include some fabulous classic Mercedes models from the O’Flaherty Collection (the O’Flaherty brothers originally established both MDL and MSL), which will showcase Mercedes’ 140-year history alongside its latest retail outlet.
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