Sweet Success

For decades now, the Mercedes-Benz brand has been synonymous with style and sophistication—conjuring up a sense of quality and durability, character and class.  

Not surprising, then, that at Manitoba’s exclusive Mercedes-Benz retailer, they’re doing everything in their power to live up to that reputation.

“When you say, ‘Mercedes-Benz,’ there’s a very strong cache to it, and associated with that is a level of prestige and success,” says Brian Lowes, president and general manager at Mercedes-Benz Winnipeg.

“We try to embody that in the way we deal with our customers...For me it’s not just a hope, it’s an expectation that our customers will be treated in a manner that’s consistent with our brand and our motto, which is ‘The best or nothing.’”

When Lowes took over the dealership (formerly Lone Star Motors) in November 2008, he set to work imbuing operations with a focus and direction that employees had previously found lacking. He revitalized his team by removing organizational barriers, empowering staff members to raise their service standards to a level befitting the Mercedes-Benz brand.

Clearly, the hard work—on behalf of both Lowes and his staff—has paid off. Not only is Mercedes-Benz Winnipeg the top-rated luxury car dealer in Manitoba, it’s also the recent winner of the 2011 Star Dealer Award, an annual honour given to only a smattering of stores in Canada, all of them hand-picked by the company’s national president.

“It’s a really good measure of the entire operation of the dealership, and it’s the most prestigious award Mercedes-Benz offers,” says Lowes, a former Edmonton resident under whose leadership sales have increased by more than 150 per cent.

“It was a bit of an outside goal when we initiated (the process), but the fact we were able to do it in a relatively short amount of time is, in my opinion, pretty remarkable.”

Located at 2554 Portage Ave., near the foot of the Moray Street bridge, Lowes’ dealership stands proudly behind the Mercedes-Benz line of luxury passenger cars and light trucks, as well as its eco-friendly Smart Fortwos and series of Sprinter vans.

Staff could easily coast on the strength of the brand’s world-renowned reputation, but instead strive to ensure their customer relations and problem-solving skills are of a piece with what’s on display in the showroom.

“It’s been a total 180,” says Dean Peterson, service manager. “A big part of it is just giving us the tools we need to deliver the customer service that’s required of a brand like this.”

Efforts to re-engage customers are ongoing, Lowes says, and extend to outreach activities like riverbank clean-ups and appreciation events like golf tournaments and themed get-togethers.

“We’ve continued to build what we believe to be an outstanding facility, and a group of people that are focused on taking care of customers, and making sure we have a great offering for those customers,” he explains.

“We want our customers to feel like this is about more than just driving a certain kind of car—it’s an experience, a lifestyle and an achievement.”

But what of the assumption that financing a Mercedes-Benz is out of reach for those with more modest incomes? 

“Absolutely not,” says Lowes. “Mercedes-Benz is actually having an incredible transformation right now in terms of product offering. We have several cars in the mid-$30,000 to mid-$50,000 range.”

“The affordability and attainable nature of these vehicles will allow you to experience this amazing thing we call owning a Mercedes, at a price you don’t think you can afford—but you can.”

That focus on affordability also extends to parts and services, says Lowes.

“It is our goal to support our existing vehicle population with competitively-priced, available parts for the vehicles we sell,” says Jozef Piatkowski, parts manager. “This is how we contribute to the overall service experience.”

To learn more about the Mercedes-Benz product line, or to explore financing options or book a test drive, call 667-2467 or visit www.mbwinnipeg.ca.