Luxury car brand Mercedes-AMG has joined hands with UAE business conglomerate Gargash Group for the opening of the first standalone AMG store in Dubai.
Announcing the launch, Gargash Group said the ‘hybrid retail’ concept store located in City Walk sets a new benchmark for the AMG brand experience in Dubai as it seeks to create a unique lifestyle experience in one of Dubai's most exciting urban precincts.
It features a showroom, boutique, and F&B where enthusiasts can test drive a broad range of the latest top-end Mercedes-AMG models, purchase an exclusive selection of high-quality lifestyle accessories, and enjoy its signature F&B offering including the premier AMG Kaffeehaus, said the statement from Gargash.
The architecture of the newly launched AMG Store extends beyond the familiar and established design features of the AMG Brand Centres by introducing a series of individual elements that emphasise the unique character of the format, it stated.
A two-day celebration was organised to mark the showroom launch, which was attended by AMG customers, high-end influencers from Dubai and also celebrities such as the globally recognised former F1 driver David Coulthard.
A large convoy of AMG vehicles travelled through Sheikh Zayed Road and took over the main streets of City Walk as part of the opening ceremony.
Shehab M. Gargash, MD & Group CEO of Gargash Group, said: "The opening of the world’s first AMG Store in Dubai highlights the strong relationship between Gargash and Mercedes-AMG. The launch of our first standalone AMG Store with its unique lifestyle format is a significant addition to our well-developed UAE network offering an exclusive brand experience to AMG lovers."
Matthias Lührs, Head Region Overseas of Mercedes-Benz Cars said: "The opening of the new AMG Store is a fundamental step forward into the future of performance luxury, which is what Mercedes-AMG stands for. With this store, we are proud to further reinforce our long-standing partnership with Gargash Group, who have been strong allies in our Middle Eastern success."
"This opening helps us expand our well-developed network in the UAE even further, not only offering an exclusive brand experience to AMG lovers, but also helping customers closely interact with our top-end line-ups, to further reinstate Mercedes-Benz's position as the world’s leading luxury car manufacturer," he added.
Kay Pagenkopf, Head of Retail and Brand Strategy & Brand Experience, said: "Mercedes-AMG stands for performance luxury at its best, and the new AMG Store is a remarkable representation of that offering."
Pagenkopf pointed out that the new store sets a new benchmark for its product and brand experience to ensure future growth and competitiveness, while making its top-end line up more accessible to a wider audience.
"It combines performance and luxury together in an entirely new and holistic experience of both the product and brand for our customers," he added.
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