Flair Magazine Ezz Elarab Star, one of the Ezz Elarab Group companies and authorized dealer for Mercedes-Benz in Egypt, announced the inauguration of the first Mercedes-Benz boutique showroom which implements the “MAR2020” concept in Egypt and North Africa. This announcement was made during a press conference held at the new showroom located in Sheikh Zayed at the Mall of Arabia. The new showroom concept is considered a first of its kind in Egypt as it is based on a digital boutique store for Mercedes-Benz passenger vehicles located inside a high-end commercial shopping center. The new showroom incorporates some of the latest digital and interactive technological services and concepts which aim to provide a unique customer experience model.
Ezz Elarab Star is keen to achieve aggressive growth and to lead the Egyptian premium automotive market by keeping pace with the development resulting from the impact of modern technologies on the global automotive industry. The company will focus on new digital technologies to analyze and enhance the buying and ownership experiences of its customers and to make them more personalized by redefining the full range of services offered.
This new philosophy is in line with the latest MAR2020 concept; providing the new Mercedes-Benz flagship retail experience and offering customers a unique and personalized high quality service.
“More than 45 years since the establishment of the group in Egypt, Ezz Elarab Group has shown a strong leadership presence in the auto market in Egypt, and has consistently raised the standards of car ownership experience through our showrooms. Modern and contemporary, and the luxury brands of which I am proud to be the long-standing and famous Mercedes-Benz in the world,” said Eng. Hisham Ezz Elarab, Chairman of the Ezz Elarab Group. “I am happy and proud of our strong partnership with Mercedes-Benz, since we established this partnership and we have been working hard to ensure that all of the brand’s customers in Egypt receive only the best… and this investment underlines the values and commitment of Ezz Elarab to advance the Mercedes-Benz customer experience. As we are always looking to add more investments in the near future, we pledge to fulfill our commitment to customers and increase the presence of Mercedes-Benz in the Egyptian market.”
The Mall of Arabia showroom of Ezz Elarab Star is not only the first Mercedes-Benz showroom in a commercial mall which is located in an ideal location and easily accessible, but it is also the first showroom with a boutique concept for Mercedes-Benz passenger cars. It has been developed according to the latest global brand standards and flagship retail experience, which places personal interaction, relaxation and enjoyment of hospitality services and interaction using the latest interactive digital technologies.
On the same front, Thomas Zorn, CEO of Mercedes-Benz Egypt, said, “This showroom is the first of its kind to implement the MAR2020 concept in Egypt and North Africa, which highlights Mercedes-Benz’s commitment to provide the best customer experience. Our new flagship retail concept “MAR2020” stands for luxury and digitalization, we are seamlessly merging digital channels with physical brand experiences and our customers will enjoy a new level of quality at the point of sale. Through the Mercedes-Benz boutique, we designed a new look that is filled with positive emotions throughout every step for the customer, and aims to enable our customers to simply enjoy their time and special lifestyle with our brand.”
“I am extremely proud to have joined the Ezz Elarab organization, and Ezz Elarab Star in particular which will deal in everything related to Mercedes-Benz within the group. Today’s opening of a Mercedes-Benz boutique with the concept of MAR2020 marks the beginning of our full expansion plans. The level of investment that we are planning will reach EGP 400 million, and is planned to be implemented during the next three years. We are currently in the process of building the largest and newest Mercedes-Benz facility in Egypt with the same concept of MAR2020 but on a much larger scale. The new 3S facility will be constructed on an area 20 times larger than the current boutique and will provide the best integration of all aspects of sales, maintenance and parts matching with the excellence of Mercedes-Benz customers,” said Adham El-Gazzar, General Manager of Ezz Elarab Star.
“We have a very close relationship with Mercedes-Benz and aim to be the largest authorized dealer for them in Egypt. Hence, I would like to reiterate our promise to Mercedes-Benz that we will do our best to provide added value and to attract new customers and expand the customer base of this famous and exclusive brand.”
The new showroom concept, which includes new architecture, also incorporates new roles and functional processes and digital signage, supporting the idea of “the best products … the best customer experience” and reinforces the long-standing brand promise of “the best or nothing”. The primary goal is to improve all aspects of the customer journey from initial contact to repurchase and seamless communication across all communication channels. All this and more comes with the help of the Ezz Elarab Star team of automotive experts who are always available to deal with questions related to technical aspects and specifications and to provide practical advice on how to take full advantage of all the car’s features.
In this context, El-Gazzar affirmed, “Our most important investment is the highly trained team who will provide the highest levels of service in accordance with international standards to help us achieve our ambition and our goal is to provide a distinguished service that befits Mercedes-Benz and its fans in Egypt.”
The opening of the new Mercedes-Benz boutique in Mall of Arabia comes as part of Ezz Elarab’s expansion strategy aimed at enhancing the luxurious and technologically advanced experience of the global brand. The new boutique has the power to showcase the advanced and modern technologies of Mercedes-Benz models through interactive digitization elements. Inside the boutique, it also showcases the brand’s Lifestyle Collection, designed to seamlessly complement its customers’ tastes and integrate impeccable design, technology and standards that reflect the level of distinction and quality that customers have come to expect from Mercedes-Benz.
MAR2020 reflects a fundamental shift in the automotive industry from a rational transactional relationship to a more emotional one, and the use of interactive digital technologies in the MAR2020 concept is designed to impress customers by presenting products in a more dynamic and exciting way with a consistent look and feel befitting a brand that is synonymous with innovation and quality.
