Mercedes-Benz of Fresno’s renovated dealership on North Palm Avenue is set to debut at a grand reveal event attended by Mayor Jerry Dyer. Graphic by Israel Meave; photo via Halajian Architects
Mercedes-Benz of Fresno plans to unveil a $4 million renovation to its showroom and service center Tuesday evening, with Mayor Jerry Dyer set to attend the grand reveal.
24-7 for eight months
The 56,331 square-foot luxury dealership underwent extensive renovation, with construction crews working around the clock for eight months to complete it on schedule, said KC Cheema, general manager of Mercedes-Benz of Fresno.
Major changes include a new layout for the facility’s service center and 55-inch touchscreen kiosks for customers to browse different options to customize their new car.
“Mercedes upgrades their buildings to be customer-centric,” Cheema said, “so the majority of the money was spent to make sure that the guests have a faster, very-good experience.”
Out with cubicles
Cubicles were also banished from the service center, signaling a shift from pressured sales done in private, Cheema said.
“When you come to the service department, you don’t have to go into a small cubicle with a service advisor, where they keep you away from all the other guests and try to upsell you.”
120 free loaners
Another customer service effort to save time was expanding the loaner fleet. On top of the $4 million spent on renovations, Mercedes-Benz of Fresno invested in 120 loaner vehicles to mitigate wait times. Customers can use them at no cost, with or without an appointment, Cheema said.
“All I need is your driver’s license and insurance card,” he said. “You can go ahead and resume your life while we figure out how we can get you back on the road in your car.”
New owner, new look
The renovation comes nearly four years after a change of ownership. Former dealer principal Scott Biehl sold his holdings back in December of 2022 to Alpha Auto Group, a Toronto-based auto retail consolidator that also purchased Central Valley Fleet Sales that same year.