Premiere in Dubai: Gargash and Mercedes-AMG to open the world’s first AMG Store in the UAE

Gargash Group extends its Mercedes-Benz sales network with a new format that offers luxury and unmatched lifestyle customer experience.

Gargash is setting a new benchmark in delivering Mercedes-AMG brand experience with its first standalone AMG Store in the UAE, in an exclusive arrangement with Merex Investment, a joint venture between Dubai Holding and Brookfield Asset Management – an operator of Dubai’s leading lifestyle destinations including City Walk, The Beach and La Mer.

By mid 2021, the new AMG Store will open its doors in City Walk, a leading lifestyle destination in the heart of Dubai sharing a vibrant location with major attractions including the Coca Cola Arena and The Green Planet. The new format will complement the existing sales network of Gargash Mercedes-Benz showrooms in Dubai, Sharjah and Northern Emirates. Being launched as a hybrid retail concept, the AMG Store will combine three different experiences being offered inside the same facility including a showroom, a boutique and a café. The facility will have an exclusive selection of high-quality lifestyle accessories available from the AMG Shop. The service mix offered will be the first of its kind worldwide and the differentiated offering will allow the AMG brand to attract new customer segments for the brand.

Located on Happiness Street, the AMG Store will present a complete lifestyle experience occupying 743 square metres, offering customers and fans the chance to experience the motorsports DNA of the Affalterbach brand. The showroom will provide an insight into the world of Mercedes-AMG. Specially trained AMG experts will be on hand to provide detailed information and individual guidance.

Speaking about the AMG Store, Shehab M. Gargash, Group MD & CEO of Gargash said, “Gargash has always remained committed to delivering the most optimal and superior customer experience. The launch of our first standalone AMG Store at The City Walk with its unique lifestyle format will be a significant addition to our well-developed UAE network offering an exclusive brand experience to the AMG lovers. The opportunity to experience the AMG vehicle range on the road with a test drive dedicated area, will be the culminating feature of the customer offering and represents the unique selling proposition in this urban setting.”

Shahram Shamsee, CEO, Merex Investment, commented on City Walk’ newest arrival, “Hosting the AMG Store in City Walk is a natural fit with Merex’s commitment to exceptional placemaking, and focus on creating long-term value for Dubai’s residents. Merex Investment applies a collaborative management style and partner-led approach driven by the company’s ‘In it together’ outlook with the aim to enhance experiences together with its tenants, stakeholders and community

Philipp Schiemer, CEO of Mercedes-AMG GmbH, pointed out “The world’s first AMG Store will be a globally unique and groundbreaking addition to the AMG retail network. We are more than happy to take this strategic step towards our vision of Performance Luxury within our trustful partnership with Gargash by setting a new benchmark for the AMG brand experience in Dubai.”

A wide range of vehicles encompassing the very latest models will be available for test drives and visitors will be able to experience the true fascination of motor racing. The architecture of the upcoming AMG Store builds on the familiar and established design features of the AMG Brand Centres, while also integrating a series of individual elements that emphasise the unique character of the format. Reflecting the experience-based focus of the facility, the image of the brand conveyed here is very much oriented towards motorsport and performance luxury, allowing visitors an authentic sense of being part of the “World’s Fastest Family“.

About Gargash

Since 1918, the Gargash Group of Companies has established itself as a leading business conglomerate with a portfolio diversifying into automotive, real estate, and investments. Gargash successfully introduced leading global automotive brands into the UAE such as Mercedes-Benz, Alfa Romeo, GAC MOTOR, SIXT Rent a Car in addition to presenting an industrial line of lubricants, construction equipment & power systems. The group’s investment sector operating since 1998 provides financial services, while the developing real estate sector offers its valued clients expert residential, commercial and industrial property management assistance.

About Merex Investment:

Merex Investment is a joint venture between Dubai Holding and Brookfield Asset Management formed in 2019, focussed on creating long term value for Dubai’s residents and business community. The joint venture valued at approximately AED 5 billion (US$1.4 billion) owns and operates a diversified portfolio of retail assets, including The Beach, City Walk and La Mer that span over 2 million square feet, which host over 550 retail, leisure and entertainment tenants

Merex Investment’s strategic investments and partnerships re-imagine the way people experience the city, re-engineer the way businesses interact with their customers, and re-think the way urban spaces are designed to create clean, sustainable, happy spaces. Merex Investment is firmly established as a partner of choice for local entrepreneurs, regional and global businesses.

About Mercedes-AMG:

Mercedes-AMG is the performance and sports car brand of Mercedes-Benz Cars based in Affalterbach, Germany. Since 2005 Mercedes-AMG GmbH has been a wholly-owned subsidiary of Daimler AG representing the sporting spearhead of the company with a wide range of models ranging from performance compact cars up to true sports cars like the AMG GT family. AMG is commited to “Driving Peformance” in every detail which is also expressed in every vehicle’s perceptible, innovative excellence. AMG – these three letters stand worldwide for supreme automotive performance, exclusivity, efficiency and highly dynamic driving pleasure.


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