Depending on which way you come, one of the first signs you’ve entered the realms of Tamworth is the prominent Mercedes-Benz complex. However, for nearly twelve months, it was hard to tell what lay there. The main building was completely stripped back to its underpinnings, and business operations moved to two rather small buildings. Fortunately, the extensive renovations have now finished, and Mercedes-Benz of Tamworth was recently officially reopened in an evening of celebrations and luxury. Join us for a glimpse into the evening’s events and a tour of the thoroughly refreshed facility.
An Evening of Class, Cars and Conversations
At the entrance, we’re greeted by a small red carpet. The showroom has been dressed up smartly for the occasion. A long table features row upon row of champagne and bespoke cupcakes dressed in the same colours as the dealership. Fortunately, the cupcakes tasted as good as they looked.
Red spotlights curate a modern aesthetic, signalling the imminent arrival of the game-changing CLA, which is set to kickstart the next iteration of Mercedes-Benz. Hard-to-miss CLA lettering features near the stage area, and pretend plants in a similar shade are dotted around the place.
Esteemed customers of Mercedes-Benz of Tamworth and Mercedes executives begin to gather, with an excited atmosphere building. Waiting staff mill about, carrying canapés that look far too upmarket for my simple palette. There’s a DJ playing selection of songs and making occasional announcements, while an extremely talented violinist adds to the grandeur of the event.
What We’ve All Been Waiting For
After a bit of looking around there’s a call to the front. Here, there are a few speeches from a range of people important to the extensive transformation. Firstly, Mark Hickman, Head of Business at Mercedes-Benz of Tamworth, thanks all those involved in the project and the patience of the loyal customers over such a lengthy period.
He then goes on to interview the architect and project lead behind all the work, who give a brief insight into the process of stripping the building back to its core and the vision behind the work, which includes creating new spaces for customers and employees and futureproofing the dealer for the new era of Mercedes.
Next up was Vaughan Blackman, Managing Director of LSH Auto (who operate Mercedes-Benz of Tamworth), to explain the rationale behind the decision to undertake the work in early 2024. Namely, this was to keep up with the ever-changing Mercedes brand image and prepare for the age of sustainable motoring.
Finally, the Mayor of Tamworth, Gareth Coates, who himself is a Mercedes driver, was invited to cut the ribbon to officially declare the opening. He then goes on to thank Mercedes-Benz and LSH Auto for investing in the town and upgrading the appearance of such a recognisable local landmark.
After the speeches, we’re then free to roam around and enjoy the festivities.
A Classy and Contemporary Exterior
Right then, onto the showroom itself. Whereas the previous exterior resembled Mercs of yesteryear (think early 2010s grilles and pre-Hamilton F1 team), the new design echoes the sleek grilleless faces and slippery bodywork of EQ models. The matte grey finish is pared back and classy, while an abundance of windows gives the interior a light, spacious feel. The curved window design at the side of the handover bay (more on that soon) is reminiscent of the roof shape of the stylish SL.
The entrance features a revolving door, like you’d find at a swanky hotel, with a display car parked next to it. Parking is plentiful, with additional customer spaces and more room for used cars. There are also a few dedicated electric chargers outside, with 14 in total across the site.
On the roof are over 200 solar panels, which, on a gloriously sunny day in Tamworth, can soak up enough rays to power the place for an hour. This is part of the push for Mercedes-Benz of Tamworth to become more environmentally conscious. The EPC rating (energy efficiency) is an A, meaning LSH Auto has scored top marks on this one.
Overall, the new exterior certainly represents a visual upgrade. It futureproofs the showroom and is now on par with the aesthetic of the cars on the forecourt.
It Features an Interior to Match
Inside, the clean, subtly luxurious appearance continues. Bright whites are contrasted by black and a grey similar to the exterior finish. Relaxed seating features throughout the showroom, with a spacious area for three display cars (chosen by Mercedes themselves) and a fourth that forms part of a feature wall. On this wall is a large display commonly used to show product videos.
Clever touches include built-in fridges and drink-making provisions and a display wall for whatever Mercedes-Benz merchandise is the flavour of the month.
Perhaps the best feature is the smart table, which has an inbuilt configurator and removes the need to hand out physical brochures. Alternatively, customers can spec their cars in a compact but smart office equipped with a large screen to effectively demonstrate the almost endless list of options.
Like the exterior, the showroom is an accurate representation of the Mercedes-Benz brand and its future aspirations. It’s clear that the aim to create a “relaxed, no-pressure environment” has been realised.
Extensive Workshop Makeover Signals New Era
Down a pretty narrow corridor lies the state-of-the-art workshop. In total, there are 14 ramps, including two dedicated for electric vehicles. These have different jacking points to account for the increased weight of EVs and the flat battery changing the underside layout. There’s also an upgraded MOT and wheel alignment ramp and new valet bays.
Plenty of clever features appear in the vastly improved area. These include a new computer system that detects parts in need of replacement and automatically sends them over to the parts team, while air and water machines and toolboxes are built into the walls to maximise space and minimise clutter.
We’re given a quick demo of the Visual Health Check by a young mechanic who recently graduated from his apprenticeship. This is included for free with other work and is a 28-point report checking the overall condition of the car.
Impressively, 86% of the technicians are high voltage trained, meaning they have performed around 100 hours of training to ensure safety when repairing electric vehicles. Additionally, there are charging stations built into the workshop as part of the dealership becoming a dedicated EV site. Due to these upgrades, Mercedes-Benz of Tamworth can now service EVs and perform warranty and repair work on battery-powered models.
Two of the high-voltage technicians explain the process of servicing an EV, which mainly comprises checking the wiring for any damage and ensuring the health of electrical components. They also demonstrated the PPE and safety process required when there is a fault with the high voltage system. Fortunately for EV drivers, they reveal that battery technology is progressing and that smaller components will soon be able to be replaced, rather than the entire battery – taking the cost of repair down from five figures to three figures.
New Handover Bay Allows for Bespoke Experiences
For many, buying a Mercedes is a milestone moment, signalling success. It’s only right that customers should be given an experience that matches the premium reputation of Mercedes-Benz when collecting the car. It’s fortunate, then, that there is a new private handover bay to make collecting cars that bit more special.
Whereas there was previously a covered car in the main showroom, a separate, suave bay will now house the car for collection. There’s some more relaxed seating, while the large screen can be paired to phones to play the customer’s favourite songs and show custom photos. Customisation doesn’t stop there in some instances, as the flowers have even been chosen in the past to match the buyer’s favourite football team.
The handover process itself varies in time, based on the customer’s preferences and their experience with Mercedes-Benz. Some customers elect to simply complete the formalities and drive off immediately, whereas others can book a slot for up to an hour to familiarise themselves with the MBUX system.
Befitting of Mercedes-Benz in its current form and the Tamworth facility as a whole, the handover bay is subtly elegant and modern, with a focus on tailoring the experience to the customer’s desires.
