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NEW YORK CITY-Mercedes-Benz USA is replacing its existing West Side dealership with a $30-million, company-owned flagship store. The new facility at 770 Eleventh Ave., which will encompass 332,982 square feet, will be one of the largest Mercedes dealerships in the US. It is expected to be operational by 2011.

CB Richard Ellis announced on Wednesday that it represented the automaker in its deal with Two Trees Management, which will develop the dealership as part of a mixed-use project. “Mercedes-Benz is a premier automaker who seized a tremendous opportunity to relocate in Manhattan, enabling the firm to provide enhanced customer care and efficiency,” says CBRE vice chairman Michael R. Laginestra in a release. “As can be seen, New York is still an in-demand market, especially among best-in-class companies.”

In a separate release, Ernst Lieb, president and CEO of MBUSA, says his company is “working with its dealer partners, who together are investing over $1 billion, to achieve unparalleled levels of consistency across the network through what we call [Mercedes'] Autohaus project. This involves both brand elements as well as architectural designs that are oriented around creating more transparency, comfort and convenience for the customer. Consistent with this, [Mercedes is] creating an all-new MB Manhattan dealership to shine as the jewel in the crown of the network.”

Blair Creed, manager of MB Manhattan, says in a release, “As our market share increases, and the Mercedes-Benz brand continues to grow in popularity, we see this [relocation] as a way to raise the bar in our Manhattan sales and service operations with a view to continuously exceed the expectations of our customers. Our customer base will find the new MB Manhattan location more convenient and user-focused.”

According to a release, sales of Mercedes vehicles in the US have quadrupled from 63,059 units in 1981–when MB Manhattan became a subsidiary of MBUSA–to 253,433 last year. MB Manhattan opened its doors in 1965.

Located between 53rd and 54th streets, the new facility will replace MB Manhattan’s existing facility at the corner of 41st Street and Eleventh Ave. near the entrance to the Lincoln Tunnel. When completed, the new dealership will include 39,236 square feet of first-floor show room and office space, 28,918 square feet of mezzanine space and three below-grade levels, averaging approximately 90,000 square feet each. MB Manhattan’s showroom at 430 Park Ave., originally deisgned by Frank Lloyd Wright, will remain unchanged in design and operations, according to MBUSA.

Laginestra’s partners in the transaction were Michael Geoghegan and Joan Meixner, CBRE vice chairman and SVP, respectively.

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