Mercedes-Benz Center Stuttgart

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• Fascination through information and experience

• Innauguration in May

With the Mercedes-Benz Center Stuttgart the company has placed yet
another striking landmark directly next to the Mercedes-Benz Museum.
With its prominent, cubic shape and roof garden the Mercedes-Benz
Center Stuttgart forms an architectural contrast to the sweeping contours
of the Museum, to which it is linked by the "Passage". In locating this
fascinating building directly outside the gates of the Untertürkheim plant;
DaimlerChrysler is uncompromisingly continuing its strategic initiative for
the Mercedes-Benz brand. Accordingly the state capital of Baden-
Württemberg, one of the two main DaimlerChrysler locations, is the
fourth German city to possess such a Center in which customers are able
to experience the entire brand world of Mercedes-Benz under one roof.

Designed by Prof. Christoph Kohlbecker (Gaggenau), the extraordinary
building housing the Mercedes-Benz Center lies on the approximately six-
metre high, artificial landscape of the Mercedes-Benz World together with
the New Mercedes Benz Museum, directly outside the DaimlerChrysler
plant in Stuttgart-Untertürkheim. The Center is perched on one edge of a
sloping park landscape, where it forms an architectural contrast to the
Museum which has twice its height. An 80-metre long glass axis - the
Passage with its catering establishments, shops and event areas – links
the two complexes and switches the focus to the current vehicle range.

Over an area of more than 9100 square metres of windowed, sunlit
exhibition rooms on three levels, the entire brand world of Mercedes-Benz
is displayed to the customer in the new Center. Specially structured areas
guide visitors through individual model series or topic areas, such as
cabriolets, 4MATIC all-wheel drive, AMG and vehicles enhanced with
designo appointments. In this way – with 130 vehicles on display -
customers and visitors are able to experience the astonishing variety of
the Mercedes-Benz brand. In a prominent position within the brand tower
at the Center, Mercedes-Benz World will present itself to visitors with
regularly changing exhibitions covering research, safety and design
topics. The 19 current model series will be displayed in an unparalleled
product presentation representing the basic values of the brand. Sales
personnel will be available to offer customers advice, and in the future
the Mercedes-Benz Center will be the place of work for around 120
employees.

State-of-the-art reception and service areas

In addition to offering a wide range of services, the new Mercedes-Benz
Center Stuttgart will have state-of-the-art vehicle servicing facilities. A
dialogue reception system, comprehensive parts supply and the latest
working techniques will meet the highest demands in terms of quality,
reliability and customer orientation. Situated below the landscaped level,
this passenger car service outlet will be equipped with 16 workshop bays
for repairs, maintenance and other services. A two-shift operation from
7.00 a.m. to 10.00 p.m. (8.00 a.m. to 4.00 p.m. on Saturdays) is planned.

With this new passenger car outlet in its home location, the company is
presenting the very latest in automotive sales and service concepts, a
pioneering initiative in terms of customer orientation, sales, servicing,
brand experience and architecture. "The Mercedes-Benz Center Stuttgart
ideally demonstrates our idea of ultra-modern sales and service in the
major cities of the world", says Dr. Klaus Maier, the member of the
Mercedes Car Group executive board responsible for sales and
marketing. "The customer is at the centre of everything we do. With its
presentation of the complete passenger car range, a brand gallery for
regularly changing exhibitions and an exclusive personal vehicle collection
service, the Stuttgart Centre has a trailblazing function."

There are plenty of parking facilities available for customers and visitors
in and around the Mercedes-Benz Center – some in an underground car
park and some outside. All are directly linked to the service area of the
Mercedes-Benz Center Stuttgart, which is situated within the mound
beneath the landscaped Mercedes-Benz World and is not directly visible to
visitors.

"Joining the new Mercedes Centers in Berlin, Munich and Cologne, the
Mercedes-Benz Center in Stuttgart will occupy a special position by virtue
of its unique proximity to the New Mercedes-Benz Museum and the
birthplace of personal mobility", says Christoph Köpke, Head of
DaimlerChrysler Sales Germany. "Here in Stuttgart we will be able to
present our products in all their variety, something that would be
impossible in a conventional car dealership."

The absolutely unique concept of the Mercedes-Benz Museum and a
company-owned brand outlet in Stuttgart offers customers and visitors
the exciting opportunity to discover the history of the Mercedes-Bent
brand from its early beginnings right up to the current product range. The
attraction is further enhanced by the immediate proximity to the Gottlieb-
Daimler Stadium, the Hans-Martin-Schleyer Hall and the future Carl-Benz
Center.

"With this new Center adjacent to the Mercedes-Benz Museum, we intend
to present every aspect of the brand to our customers. We are very
conscious of our responsibility in this very special location, and will be an
open house for our customers", says Burkhard Wagner, Director of the
Mercedes-Benz Stuttgart branch.



The Passage: a direct link to the Mercedes-Benz Museum

Visitors are able to move conveniently between the Mercedes-Benz
Museum and the Mercedes-Benz Center Stuttgart via a 80-metre long
Passage. The Passage not only represents a spatial link between tradition
and the present, but is also an attractive experience world in its own
right, with catering services, shops, presentations and outside areas.

A variety of attractions welcome visitors as they walk between the New
Mercedes Benz Museum and the adjacent Mercedes-Benz Center
Stuttgart. In the Passage they are able to enjoy a variety of catering
establishments, purchase souvenirs in different shops dedicated to the
brand or make use of additional services such as an ATM, postbox or
public telephone.

The catering establishments’ services offer culinary delights to suit every
taste. The restaurant has a light cuisine with regional specialities and
classic international dishes, while eight diners are able to get together for
an undisturbed, cosy meal in the inglenook room. Those in a hurry will
find snacks, finger-food, fresh salads and a buffet with daily changing
dishes in the Bistro. The bar serves exotic drinks and refreshing cocktails,
including non-alcoholic beverages of course.

In the summer visitors can enjoy a touch of the Mediterranean lifestyle,
and the conservatory even extends this into the winter months. To make
sure that children can enjoy themselves too, a special area is reserved
for them in the Passage.

The shops are also an inviting place to spend time and browse at leisure.
Seating is provided for visitors to relax while they leaf through their newly
purchased Mercedes-Benz books. The concept takes the many varied
wishes of visitors from Germany and abroad into account. Accordingly all
the product lines marketed by the Mercedes-Benz brand and Mercedes-
Benz Accessories GmbH are represented, from the Museum Shop and the
Classic Collection to the Motorsport Collection and the Driversline range.

More than 3000 products bearing the Mercedes star are available here, on
a sales area totalling 697 square metres. Interesting literature and high-
quality miniatures, carefully selected clothing items and useful day-to-day
objects are to be found, as well as luxury watches, decorative home
furnishings or small gifts for those left at home.

Visitors from abroad in particular will appreciate the range of regional
specialities from Stuttgart and the surrounding area, as this enables them
to take souvenirs typical of the region back home as a memento of their
visit to the birthplace of the automobile.

The Passage also gives visitors an insight into the further activities of the
Mercedes Car Group: current models of the high-end Maybach, the
Mercedes-Benz SLR McLaren super-sportscar and the smart are on show
to illustrate the variety of cars currently on offer.



The open-air area leading up to the passage has a multitude of uses. A
plaza and an open-air arena allow practically every conceivable type of
event to be held. Some 500 seats arranged in a semicircle and an
elegantly curved approach road is bound to make presentations an
unforgettable experience. In total, the open-air site attached to Mercedes-
Benz World in Stuttgart has space for up to 30,000 visitors.

Focus on communication

In all Mercedes-Benz Centers the main focus is not on classic sales
negotiations, but very obviously on communication. The aim is to inform,
fascinate and enthuse. The concept of the Centers is designed to ensure
that parents and children, technology fans and design enthusiasts find
them equally appealing. Visitors should feel at home and look forward to
coming again – whether as customers, prospective customers or guests.
And always with the same thing in mind: the Mercedes-Benz Center
Stuttgart always offers significantly more than a conventional car
dealership.

The brand identity of Mercedes-Benz is based on fundamental values such
as technological leadership, safety, comfort, reliability and design
expertise. These values are also clearly reflected in the brand
architecture. Flexible and of high quality, but not extravagant; timeless in
its appeal and factual – these are the core characteristics of Mercedes-
Benz architecture. Architecture can only support a brand if it makes use a
clear design vocabulary. In the Centers Mercedes-Benz therefore relies
on clearly recognisable features, but without sacrificing architectural
individuality.

This clear basic approach is continued in the details, for example the
uniform design of the entrance and workshop facades, and in the use of
the same colours and contours for the outside pillars on the main facades.
The steel/glass facades are likewise predefined features. Not to mention
the revolving Mercedes star, this also emphasises the special status of the
Centers.

A new standard in customer orientation

The basic concept for the Metropolitan Centers arose from the idea of
designing a "car dealership of the future" for Mercedes-Benz sales outlets.
A dealership that sets new standards in customer orientation. The goal
was an architecture which can be used worldwide, and is in keeping with
the Mercedes-Benz brand. An architecture which will remain valid for
many years, but also leaves scope for continuous further development.

The cultural backgrounds of the different sales locations also had to be
included in the concept, as well as special social and urban planning
considerations. And of course Mercedes-Benz had to have a brand and
market presence which is recognisable yet individual. The result was the
so-called "Metropolitan Concept".

The car showroom as a venue for events and a public attraction

The typical format of a car dealership has been considerably upgraded
here. In selected metropolitan areas such as Stuttgart these Centers act
as additional nodal points in the sales network. They are designed both as
display facilities and venues for events, and are intended to be public
attractions in their respective locations. The projects already realised in
Berlin, Munich, Paris and Cologne have demonstrated how well this
works. Further Centers will soon be opening in Milan and London. The
Mercedes-Benz Centers in Berlin and Munich have shown a strong spin-off
effect in the relevant region which also benefits the dealerships in the
area. Visitors tend to stay in a Center for an average of around one
hour – twice as long as in a conventional car dealership.

The new Mercedes-Benz Center Stuttgart: facts and figures

Architect:
Prof. Christoph Kohlbecker, Gaggenau

Interior architect:
Karlheinz Detzler, Stuttgart




Foundation stone laid:
September 7, 2004

Topping-out ceremony:
July 14, 2005

Inauguration:
May 19, 2006




Max. building height:
27 metres

Max. building length:
74 metres

Max. building width:
102 metres

Enclosed space:
142,500 cubic metres

Total floor area:
34,000 square metres

Storeys:
3




Display area:
9100 square metres

Brand gallery:
1300 square metres

Service area:
3500 square metres




Vehicles on display:
130

Parking spaces:
530