Taste a slice of Mercedes-Benz lifestyle with new accessible concept

A car showroom has made its way onto the go-to list for food lovers in Tokyo.

Mercedes-Benz Connection in Roppongi, a stone's throw from the city's midtown, is home to a restaurant, coffee shop and a car showroom alongside each other.

The outlet gives people somewhere they can sip an espresso while looking at cars, before tucking into French and Italian dishes created by Michelin starred chef.

"It closes distance between Mercedes-Benz and potential customers, as everybody can step into the cafe and restaurant spending a little money but it's never expensive as buying Mercedes-Benz cars," said Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co Ltd.

Speeks brought the concept to life when he took charge of the German brand's Japanese business in July 2011 and is now looking to bring the model to China.

BMBS' three-day CLA Galleria showcase event at the weekend was the first chance for Speeks to present his idea to Chinese customers. "There should be a connection point between Mercedes-Benz cars and lifestyle."

The CLA debut event included a range of exhibits, some of which were created in collaboration with upcoming Chinese artists and designers to reflect CLA's stylish and fashionable ethos.

"That's making Mercedes accessible to everybody who shares the same value."

Speeks said, "The place should be a premium location in downtown where people naturally go and find something about our cars with no pressure from salesmen".

For the CLA "the idea is perfect. Bold and passionate, the CLA is the best companion for China's modern trendsetters," said Speeks. "The sleek, avant-garde, and emotional design opens an all-new segment in the industry. The stylish sport sedan is unique, with no real competitor."

Mercedes-Benz foresaw growth in the new generation compact cars class back in 2007. The auto giant continues to concentrate its efforts on developing the sector by growing its portfolio and expanding local production.

At the forthcoming Beijing auto show Mercedes-Benz's compact segment will be expanded further by other new models from the AMG family, the A 45 AMG and CLA 45 AMG, which will bring unrivalled performance to the class.

Speeks said Mercedes-Benz "is fashionable and accessible to everybody. Not only the classic prestige S-Class, we provide the whole line-up for different demands. The premium compact segment will win more young ultra-modern trendsetters".

lifangfang@chinadaily.com.cn