Mercedes-Benz of Birmingham has broadened its footprint with the grand opening of a second dealership location in Irondale. This new facility, located off Grants Mill Road near Interstate 459, significantly expands the brand’s presence in the Birmingham area and promises an elevated customer experience. The Irondale dealership, an extension of the existing Hoover location, began welcoming customers this week, showcasing hundreds of new and pre-owned Mercedes-Benz vehicles.
General Manager Randy Powell emphasized the dealership’s commitment to delivering a world-class experience, stating, “This (dealership) is what we always believed that the people of Birmingham deserved.” He further highlighted the strong connection between Alabama and Mercedes-Benz, acknowledging the world-class manufacturing plant in Vance and the enthusiastic local reception of the brand. This new Irondale location aims to mirror that world-class quality in its sales and service offerings.
Joining a prestigious Irondale auto mall alongside brands like Maserati, Porsche, and BMW, the Mercedes-Benz dealership is poised to become a premier destination for luxury car buyers. The venture is a partnership majority-owned by Joe Agresti and Nick and Terry Saban, who also own Mercedes-Benz of Music City and other dealerships across the Southeast. The city of Irondale supported the project with $13 million in tax incentives, recognizing the economic benefits and prestige the dealership brings to the community.
The grand opening celebration, anticipated to be a VIP event with Nick Saban in attendance, is scheduled for late February. Adding a personal touch, Saban’s son, Nicholas, will be part of the team at the Irondale dealership. This expansion strategically shifts all new vehicle sales to the Irondale location, while the Hoover dealership will continue to manage commercial van sales, used car sales, and service for all Mercedes-Benz models. Both locations are equipped to provide comprehensive service and cater to the needs of Mercedes-Benz owners.
To staff the new Irondale dealership, Mercedes-Benz of Birmingham added 50 to 60 new employees, who underwent extensive training at the Hoover location. The Irondale facility will initially employ 70 to 75 individuals, contributing to local job creation. The dealership itself boasts striking architectural features, including signature floor-to-ceiling windows, black columns, and unique elements like an indoor waterfall and Mercedes-Benz artwork curated by the Agresti group. A prominent glass tower will serve as a visual centerpiece, displaying a Mercedes-Benz vehicle seemingly suspended in mid-air, with the inaugural vehicle planned to be an Alabama Crimson model, a nod to Coach Saban’s team. Vehicle deliveries will also offer a unique touch, with new owners driving their Mercedes-Benz directly out of the showroom.
Technological innovation is integrated throughout the Irondale dealership. The facility is equipped with campus-wide WIFI and implements systems to recognize returning customers upon arrival, alerting staff to scheduled service appointments. Service bays feature automated tire alignment checkers, streamlining the service process. The customer lounge, designed for comfort and convenience, overlooks the climate-controlled service workshop, providing transparency and engagement. Addressing the limited dining options in Irondale, the dealership has partnered with Edgar’s Bakery to offer a selection of sweet treats, with plans to expand to sandwiches and pastries as Edgar’s Bakery establishes a fuller presence in the dealership. Randy Powell noted the overwhelmingly positive response to the inclusion of Edgar’s Bakery, highlighting it as a significant customer amenity. Mercedes-Benz of Birmingham’s Irondale dealership aims to redefine the luxury car buying and service experience in the region through its state-of-the-art facility, customer-centric approach, and commitment to excellence.
