Silver Star dedicates lounge to powered-up Benz line

Published: Sunday | December 15, 2013 Comments 0
Silver Star Motors new Mercedes-Benz showroom at South Camp Road, Kingston. - Norman Grindley/Chief Photographer
Silver Star Motors new Mercedes-Benz showroom at South Camp Road, Kingston. - Norman Grindley/Chief Photographer

Avia Collinder, Business Reporter

Silver Star Motors Limited unveiled its new showrooms last Wednesday, including a lounge dedicated to models enhanced by AMG, which produces the most powerful cars in the Mercedes Benz line.

Silver Star is the exclusive dealer for Benz in Jamaica.

The only A45 on display at the AMG Lounge was immediately snapped up by a local businessman, who reportedly fell in love with what sales and brand manager Sloane Jackson describes as the most powerful hatchback on the road.

Arrangements

"He is coming in today to make arrangements for it," Jackson said last Thursday. The limited-edition A45 features a 360 horsepower in a two-litre engine and retails at $10.65 million.

Mercedes-AMG, originally an independent engineering firm specialising in performance improvements for Mercedes vehicles, is now a wholly owned subsidiary of Mercedes Benz.

AMG models feature what is described as a more aggressive look, a higher level of performance, better handling, better stability and more extensive use of carbon fibre than their regular Mercedes counterparts.

Silver Star Motors, a subsidiary of the Stewart's Automotive Group, has spent a ballpark $40 million on the new-look showrooms, as well as a new 'accessories wall' showcasing products that clients can select to customise their new acquisitions.

The accessory wall has steering wheels, upholstery, paint, among other offerings.

The remodelling of the showroom comes three years into Stewart's acquisition of the Benz dealership in 2010. Silver Stars is located at the Stewart's Automotive complex at South Camp Road, but the project has transformed the operation into a full-service standalone dealership.

The complex also houses Suzuki and Mitsubishi dealerships.

Mercedes Benz spare parts and service facilities now adjoin the showroom.

Showroom

The showroom can display up to seven vehicles.

It "brings the same experience as Hamburg, Germany: clean, clinical, contemporary with media interfaces," said Jackson.

"We are going to be focusing on delivering the high-performance dream car s. We are turning our customers back into fans," he said.

Jackson said the showroom will feature new items every month. A new Mercedes Benz GLA is coming soon, as well as two new AMG cars, he said.

avia.collinder@gleanerjm.com

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