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Bradford to get Benz boutique

by dan thisdell
DEALER group Charles Sidney is to open a boutique-style dealership in Bradford, with the aim of marketing the Mercedes Benz brand beyond cars.

Charles Sidney intends to extend its Mercedes marketing
The œ2m redevelopment of the group’s Bradford operation is due to open in 12 months and will feature Mercedes Benz bicycles, clothing and non-motor accessories alongside cars.Branded goods will represent only a small percentage of turnover but will offer high margins. Chairman Raymond Edwards said the dealership concept fits in with Mercedes’ plans to lower the age profile of its customers.
The group’s plans for Bradford, which will include a satellite – possibly at Skipton – were set out as it announced a 56 per cent rise in pre-tax profits to œ5.7m on turnover up 36 per cent to œ253m for the 12 months to 31 August.
Much of the increase was due to the fact that the previous year’s figures represent only eight months’ contribution from the volume marques BMG group, acquired last January.
Also, said Edwards, the comparison is with a low base: “There was a lot that needed to be set right in the volume division.”
Sidney’s core Mercedes car and truck businesses contributed strongly to profits, despite a small turnover rise, said Edwards. The three car dealerships saw a sales rise of 36 per cent in used cars, but new buyers have been holding back as they wait for new model introductions.
In future the group hopes to add other upmarket truck brands. On the cars side, Edwards hopes to see the group’s Birkhampstead Ford retail site upgraded to a main dealership with a large market area.
EDWARDS: New buyers have been holding back

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