Gargash Enterprises has officially revealed the redesigned Mercedes-Benz Deira showroom, marking a defining moment for one of Dubai’s longest-standing automotive landmarks. The unveiling welcomes stakeholders, long-standing customers, collectors, families and brand enthusiasts into a space that honours decades of heritage while embracing a forward-looking retail vision.
More Than a Showroom: A Destination Rooted in Heritage
First opened to the public in 1968, the Deira showroom has long stood as a trusted destination for generations of UAE customers. Its transformation represents a strategic evolution for a location that has served not only as a thriving commercial centre, but also as a cultural anchor within Dubai’s historic district, preserving its legacy while elevating it for the future.
A New Retail Experience Aligned with MAR20X
The redesigned showroom reflects the latest Mercedes-Benz MAR20X retail concept, delivering a refined, immersive environment that enhances the customer journey from first interaction through to ownership. Carefully curated, the space blends contemporary design with the warmth and familiarity that have defined the Deira showroom for decades.
Introducing the Region’s First MANUFAKTUR Lounge
A key highlight of the new showroom is the introduction of the Middle East’s first MANUFAKTUR Lounge. This dedicated space allows customers to explore the highest level of vehicle personalisation through an exclusive selection of materials, colours and finishes that extend beyond standard options. As Mercedes-Benz’s pinnacle customisation programme, MANUFAKTUR offers handcrafted exterior enhancements and luxurious interior detailing, enabling owners to create vehicles that reflect their individual taste, elegance and lifestyle.
Mercedes-Benz: 140 Years of Innovation and Craftsmanship
Commenting on the evolution of the brand’s retail presence in the region, Michael Stroband, President & CEO of Mercedes-Benz Cars Middle East and Global Head of Mercedes-Benz General Distributors, said that the milestone coincides with Mercedes-Benz approaching 140 years since the invention of the automobile.
He noted that innovation, craftsmanship and meaningful customer experiences remain at the core of the brand, adding that physical retail spaces continue to play a vital role in translating these values into tangible experiences that foster trust, familiarity and a sense of belonging.
A Landmark Period for Product Launches
Stroband also highlighted that, alongside the launch of the region’s first MANUFAKTUR Lounge, Mercedes-Benz is entering a two-year period defined by the most ambitious product launch plan in its history. This roadmap, he said, provides a strong foundation for shaping the future of mobility in the region in partnership with Gargash Enterprises.
Gargash: Reviving a Historic Location with a Modern Vision
Shehab Gargash, Managing Director and Group CEO of Gargash Group, stated that the newly renovated Deira showroom once again delivers a world-class Mercedes-Benz experience at the very site where Gargash has been serving Dubai’s growing community since 1968.
He added that many customer journeys with Mercedes-Benz began at this location, making the revitalisation of the showroom a proud moment that bridges generations of loyalty with a contemporary outlook.
A Commitment to Experiential Excellence
Gargash Enterprises continues to celebrate engineering excellence and timeless quality through immersive, experience-driven retail environments. As a fully committed Mercedes-Benz partner, the company invests in global brand consistency, interactive displays and future-focused showrooms that deliver memorable, meaningful customer experiences.
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