Mercedes-Benz has made no secret of the fact that it’s taking its brand more upmarket. The company aims to portray itself as a luxury retail brand, rather than just a seller of cars.

Part of that new image is the opening of dealerships with a completely new look and feel. In conjunction with Super Group, Mercedes-Benz SA heralded the opening of Mercedes-Benz Constantiaberg this week.

Mercedes-Benz SA says that the opening of the Constantiaberg dealership underlines the company’s commitment to customer-centricity. This is the second such site in SA, after the opening of a similar establishment in Gauteng last year.

New Age, New Look

These new outlets are premised on the company’s omni-channel strategy. Physical and online channels complement each other for more customer convenience. The customers’ journey is supported by media systems, infrastructure and content that allow customers to experience the brand virtually and in reality.

The dealership was previously housed in the heart of Cape Town’s Claremont district. However, the new image required more space and a new site was identified in the Tokai area. Construction of Mercedes-Benz Constantiaberg commenced in September 2022 and was completed just a few weeks ago. The building covers over two thousand square metres, just outside the popular Blue Route Mall south of Cape Town’s CBD.

Energy Efficient, Future Proof

Particular attention was paid to energy consumption and sustainability. Large volumes and glazed areas allow for maximum use of natural light. This allows for the adoption of low-energy light fittings.

An energy-efficient heating, ventilation and air-conditioning system has been integrated to enhance the building's environmental performance. The building was designed to accommodate the future installation of solar panels, a sustainable practice that will facilitate the generation of clean and renewable energy.

Commenting at the opening, 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.”

Graeme Watson, Chief Executive Officer of Super Group Dealerships:

“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 we are ready to continue to provide comprehensive and innovative consumer-centric support throughout the entire customer journey.”