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Drayton’s new Mercedes dealership is a world first

Time 7 years ago

8795b899-c113-4c48-86f5-ab551afc91bcA NEW generation of Mercedes-Benz dealer has been revealed for the first time outside of Germany, with the opening of a newly-built dealership, Mercedes-Benz of Shrewsbury.

Constructed as part of a multi-million pound investment by privately owned Drayton Group, the company’s 2013 UK Dealer of the Year, the state-of-the-art facility on the town’s Battlefield Enterprise Park showcases the latest Mercedes-Benz brand architecture that will eventually be seen at dealerships around the world.

Central to the new design is the appearance of a large, illuminated Mercedes-Benz star against a black background on the showroom exterior. Inside, black and white replaces pastel shades and walnut furniture features throughout the showroom.


Replacing its previous home of 25 years in Battlefield Road, the all-new Mercedes-Benz of Shrewsbury has been constructed on a three-acre site. The 24-car showroom is double the size of the former premises, and there’s a 14-bay workshop and space for more than 60 approved used cars.

The opening of the new dealership cements Drayton Group’s association with Mercedes-Benz UK – it has been a franchised dealer partner with the manufacturer for over 40 years, has seven retail outlets in the Midlands and has represented the brand in Shrewsbury for 30 years.

The site was officially opened by Marcus Breitschwerdt, head of region Europe for Mercedes-Benz Cars, who returned to Shrewsbury after breaking ground on the landmark development last October.

He said: ‘ Mercedes-Benz of Shrewsbury also a taste of what motorists around the UK can look forward to when we commence the roll-out of our new brand architecture at the beginning of 2015.’


More than 500 customers attended a special event to celebrate the opening, where they had a tour of the premises. Guests could have their photo taken with the winners’ trophies won by Nico Rosberg and the Mercedes AMG Petronas F1 team at the recent Austrian Grand Prix; and heralding success through the years, a display of five generations of C-Class from the original 190 E helped launch the latest saloon.

Ken Forbes, Drayton Group chairman, said: ‘The timing of the build coincided with the new Mercedes-Benz corporate identity being introduced globally, and meant that Mercedes-Benz of Shrewsbury is the first European site outside Germany to open with this new style, which is another highlight for the business after we were recently named Mercedes-Benz Retailer of the Year.

‘It is a truly magnificent facility – one that meets the future needs of the business and from which we can be proud to serve our customers in the Shrewsbury area for many years to come.’

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer.

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