Mercedes-Benz Brisbane sets the standard in shopping for new wheels

The powerhouse brand steps into the future. This is a car dealership like you've never seen before, where technology reigns supreme. 

Mercedes-Benz Brisbane

The powerhouse brand steps into the future. This is a car dealership like you've never seen before, where technology reigns supreme. 

In a world where you can order groceries and shop for a new dress from a screen, and our home appliances can be controlled from an app on our phones, it was only a matter of time before the automotive industry followed suit.

Enter: the Mercedes-Benz Brisbane Autohaus, which provides a peek into the car dealership of the future.

Housed in sleek glass-panelled digs overlooking Breakfast Creek, the Autohaus looks more akin to a shiny new apartment complex, seamlessly blending into the landscape of neighbouring Newstead. And its technology kit-out rivals that of Google headquarters.

The autohaus — which started construction in 2017 — has set the future direction of premium automotive retail in Australia with features more in common with a 5-star hotel than traditional vehicle retail. Think multiple showrooms, a 539sq m museum, as well as an AMG Performance Centre, an ‘S-Class Lounge’ complete with concierge service, staff training centre, retail shops and cafes, a day spa, rooftop restaurant with 180-degree views of Brisbane and its surroundings, dining and function area, a business centre and garden pavilion.

From the moment you enter the Autohaus, it’s clear you’re in for an experience unlike any other. Valet parking sets the tone for the superior level of customer service that awaits inside, but it’s the technology that’s the most impressive.

Likened to the experience of entering an Apple store, you can schedule an appointment through a digital booking system before watching your dream car come to life on the big screen as your sales representative builds it with their fingertips on an iPad.

Take your pick from a bench on the horizon wall, a bar stool-type setting, or a private room which you can pre-book ahead of your arrival. If you’re popping in for a service, your number plate will be scanned as you enter the premises, signalling to your mechanic to come and take the wheel while you sip lattes and wander the museum.

This and more, is all part of the new-world experience redefining the industry.

A partnership between Mercedes-Benz and The LSH Group, a low profile global company with an annual turnover of more than $25billion from operations in 118 cities in seven countries, the Autohaus is the largest in the southern hemisphere.

Alex Wong, Head of IT at LSH, played an instrumental role in the development of the Brisbane facility and is already seeing the fruits of his labour.

 “It’s been very rewarding seeing our hard work pay off,” he said.

“There’s a great feeling of accomplishment seeing customers respond to the technology in a really positive way.”

The Autohaus was a natural progression for the brand, and a response to the changing needs of their customers. 

“The way that technology changes the game for us is how we interact with our customers,” he said.

“Traditionally, the process would be to go to a caryard, sit down with a salesperson and negotiate. Whereas now, the customer is already armed with information and knowledge and just wants to make a purchase or go for a test drive.

“What we’re trying to do with the whole building is combine technology and service to create an exciting experience and give the customer that ‘wow’ factor. So where the technology helps is in configuring customers’ cars and making them personalised.” 

As for the technology itself, Wong says the Autohaus has been designed to be incredibly user-friendly. 

“It’s very much designed to be intuitive,” he said.

“There's a certain balance of self serve and being assisted, which helps with customer journey.”

Internally, the team operates under the same technology-based systems, using digital messaging to communicate between floors.

 “It’s been a very steep learning curve for staff, going from one level at the Valley (showroom) to four levels,” Wong said.

Customers are encouraged to head along to the new premises and experience the difference first-hand.

As for the future of the Autohaus, it’s clear this is just the beginning. Due for completion early next year, customers will be able to book their car in for a service while unwinding at the day spa or taking part in a cooking class. See, it really is giving Google HQ a run for its money.

For more information, head here.