Kentucky Mercedes-Benz Dealership Aims for Country Club Feel | Edmunds

Kentucky Mercedes-Benz Dealership Aims for Country Club Feel


Just the Facts:
  • The newly opened Mercedes-Benz of Fort Mitchell dealership has a putting green, a 35-foot indoor waterfall and high-speed service bay doors.
  • The price tag on the project was $20 million.
  • The details are all about putting car shoppers at ease.

FORT MITCHELL, Kentucky The small details have quickly made a big impact at the new Mercedes-Benz of Fort Mitchell  dealership in northern Kentucky, outside of Cincinnati, Ohio.

A putting green, a 35-foot indoor waterfall and high-speed service bay doors are a few of the "extras" that have helped this five-month-old dealership become the top Mercedes-Benz dealership in terms of new retail sales in the Cincinnati market, Don Paparella, managing partner at Mercedes-Benz of Fort Mitchell, told Edmunds.

"We call this place 'dealership heaven' because it's so state-of-the-art, so customer friendly and technologically advanced," Paparella said. "We were able to design this seven-acre site with a clean sheet of paper, so we have no space concerns."

The price tag on the project was $20 million.

The putting green is a nod to neighbor Fort Mitchell Country Club, which helped the dealership design the three-hole green.

"Customers love it when they come in for service and get to work on their short game," Paparella said.

On one occasion, Paparella played a car buyer as means of negotiating the price tag down $300 on the car.

 "The customer sunk the putt and I didn't, so it got him $300 off car," he said. 

The dealership brought nature indoors as well. Each guest is treated to a 35-foot waterfall cascading from the ceiling at the front entrance.

"It's very impressive and very soothing," Paparella said. "It gets more comments than any other amenity we have."

The waterfall has multicolor lights that Paparella likes to adjust depending on which sports team is playing that day, whether it's red for the Cincinnati Reds, blue for the Kentucky Wildcats' team or orange for the Cincinnati Bengals.

Guests are also impressed by the six high-speed service-bay garage doors that open and close in two seconds, keeping the cold out or in, depending upon the season.

"Customers are amazed by them because they are unlike anything they've ever seen," Paparella explained. "It's how they feel about our entire dealership, actually."

Edmunds says: Companies that pay attention to the little details show they're paying attention to the car buyer.

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