Mercedes-Benz Kelowna embraces design meant to immerse consumers in luxury

The new Mercedes-Benz Kelowna facility in British Columbia represents the Canadian debut of the OEM’s new concept for automotive retail, which reflects a design concept developed by the Mercedes-Benz design team in Stuttgart, Germany.

The design is meant to immerse consumers in modern luxury by playing with spatial design, inserting certain processes, and by ensuring digital platforms are seamlessly integrated. The end result is that “everything on the showroom floor is there to enhance the customer’s interactions with the vehicles,” according to the OEM.

“Customers at Mercedes-Benz Kelowna now have the opportunity to experience the brand on a new level with every visit to the dealership,” said Andreas Tetzloff, CEO of Mercedes-Benz Canada, in a statement. “The team at Mercedes-Benz Kelowna has invested in the future of automotive retail and enhanced the dealership experience for our customers in the process.”

Part of this concept includes having administrative tasks reduced or streamlined through integrated digital platforms. It also features processes that combine personal interactions and traditional services with digital touchpoints. This is meant to centralize information and ensure a smoother and more efficient experience across all of the departments.

The new facility, a mostly transparent building façade, is 4,645 m2 on the inside and features a largely open concept. The OEM even created a new role for a “Star Assistant” to welcome consumers in what they describe as an informal and relaxing seating area. The “Star Assistant” aims to provide a positive first impression.

It is all part of the new/modern way of reaching customers: by attempting to immerse consumers in a world that they can experience before even buying the vehicle.