Honouring the Past, Shaping the Future: Gargash Redesigns its Mercedes-Benz Deira Showroom

Home to the region's first MANUFAKTUR Lounge, the showroom enters a new chapter in personalisation and craftsmanship

Dubai, UAE – January 28, 2026

Gargash Enterprises unveils its redesigned Mercedes-Benz Deira showroom today, marking a significant milestone for one of Dubai's most established automotive destinations. The showroom welcomes stakeholders, long-time customers, collectors, families and brand enthusiasts, offering an experience rooted in heritage, while reflecting a future-focused retail environment.

The showroom has stood as a trusted landmark for generations of customers, originally opening its doors to the public in 1968. This transformation represents a strategic step forward for a location that has served as both a cultural heartbeat and a thriving commercial hub for UAE customers for generations, preserving and elevating its remarkable legacy.

The redesigned showroom showcases the latest Mercedes-Benz MAR20X retail concept, introducing a refined and immersive experience to enhance the customer journey from first interaction through to ownership. The space has been curated to feel distinctly modern while retaining the warmth and familiarity that has defined the Deira showroom for decades.

The showroom introduces the region's first MANUFAKTUR Lounge, a dedicated area that allows customers to explore the highest degree of customisation through a selection of materials, colours and finishes that go beyond standard options – creating a bespoke brand experience. MANUFAKTUR represents Mercedes-Benz's pinnacle customisation programme. It transforms the driving experience through exclusive exterior upgrades and luxurious interior detailing, all handcrafted to perfectly capture each owner's individual taste and elegance.

Speaking on the evolution of Mercedes-Benz's retail presence in the region, Michael Stroband, President & CEO, Mercedes-Benz Cars Middle East; Global Head of Mercedes-Benz General Distributors, said: "As Mercedes-Benz approaches a significant milestone of 140 years since the invention of the automobile, this moment reinforces what has always defined the brand: innovation, craftsmanship, and experiences that connect across every customer touchpoint. Physical spaces remain critical to how we translate our values into tangible experiences, where customers feel trust, familiarity, and a true sense of home with the brand. Alongside the introduction of the region's first MANUFAKTUR Lounge, the next two years are defined by our most significant product launch plan in history. This gives us a clear roadmap and a strong foundation to continue shaping the region's future of mobility, together with our longstanding partner, Gargash Enterprises."

"The newly renovated Deira showroom brings a modern world-class Mercedes-Benz experience once again, in the very location where Gargash has been serving Dubai's growing community since 1968. So many of our customers' Mercedes stories first began at this very location", said Shehab Gargash, Managing Director & Group CEO, Gargash Group.

Gargash Enterprises believes in celebrating engineering excellence and timeless quality in a highly experiential way. It is a fully committed Mercedes-Benz partner that invests in global brand consistency, immersive brand displays and a future-focused retail environment offering a memorable experience for its customers.