The Magic City just got a little more luxurious with the grand opening of the new Mercedes-Benz of Birmingham dealership in Irondale. This expansive, state-of-the-art facility, located off Grants Mill Road near Interstate 459, officially opened its doors on February 5th, promising an elevated customer experience and a vast selection of premium vehicles.
This new Irondale location represents a significant expansion for the existing Mercedes-Benz of Birmingham, based in Hoover. Spanning nine acres, the dealership boasts an impressive inventory of nearly 600 new and used Mercedes-Benz vehicles, making it a premier destination for luxury car buyers in the Birmingham area and beyond. General Manager Randy Powell emphasized the dealership’s commitment to providing 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, noting the presence of the world-class Mercedes-Benz plant in Vance and the enthusiastic local embrace of the brand. This new facility aims to match that enthusiasm with a truly exceptional dealership experience.
Strategically situated in the Irondale Auto Mall, the new Mercedes-Benz dealership joins a prestigious group of luxury automotive brands, including Maserati, Porsche, BMW, Jaguar, Audi, Lexus, and Land Rover. This concentration of high-end dealerships solidifies Irondale’s position as a hub for luxury car shopping in the region.
The partnership behind Mercedes-Benz of Birmingham and Mercedes-Benz of Music City, comprised of Joe Agresti, and renowned University of Alabama football coach Nick Saban and Terry Saban, further underscores the dealership’s commitment to excellence and community ties. Joe Agresti brings extensive experience in the Mercedes-Benz dealership network, owning other successful locations in Baton Rouge, Louisiana, and Woodlands, Texas. The city of Irondale demonstrated its support for this significant development through $13 million in tax incentives, recognizing the economic benefits and job creation the dealership would bring to the area.
The grand opening of this Irondale Mercedes-Benz haven is set to be celebrated with a VIP event near the end of February, with Nick Saban himself expected to be in attendance, adding star power to the occasion. Adding a family touch, Coach Saban’s son, Nicholas, will also be working at the new Irondale location.
While the Irondale location will house all new vehicle sales, the Hoover dealership will continue to operate, focusing on commercial van sales. Importantly, both the Irondale and Hoover locations will provide comprehensive service departments and used car sales, ensuring that all customer needs are met across both sites. To staff the expansive Irondale facility, Mercedes-Benz of Birmingham added 50 to 60 new employees, who underwent rigorous training at the Hoover location, bringing the Irondale team to an initial 70 to 75 employees.
The architectural design of the Irondale dealership reflects the sophisticated Mercedes-Benz brand. Signature floor-to-ceiling windows and striking black columns create a modern and inviting exterior. Inside, customers will be greeted by unique features, including an indoor waterfall, outdoor fountains, and curated Mercedes-Benz artwork, reflecting the distinctive style of Agresti-owned dealerships. The centerpiece of the Irondale location is undoubtedly the impressive glass tower, designed to showcase a vehicle seemingly suspended in mid-air, a visual spectacle that General Manager Powell hinted might first feature an Alabama Crimson themed vehicle. Adding to the unique delivery experience, new Mercedes-Benz vehicles will be presented to their owners directly through the showroom itself.
Beyond aesthetics, the Irondale dealership incorporates high-tech amenities to enhance the customer experience. Upon arrival, the dealership is automatically notified of existing customers, particularly those with scheduled service appointments, streamlining the check-in process. The service bays are equipped with advanced technology, including devices that automatically assess tire alignment as vehicles enter for service. Furthermore, complimentary WIFI is available throughout the entire dealership campus, ensuring connectivity for customers. The customer lounge offers a view into the climate-controlled workshop, providing transparency and adding a unique element to the service experience.
Addressing the local community’s needs, the Mercedes-Benz of Birmingham dealership in Irondale is partnering with Edgar’s Bakery to provide on-site sweet treats and more. Pre-packaged cold items from the popular bakery will be available from opening day, with an expanded Edgar’s Bakery offering, including sandwiches, pastries, and pre-ordered cakes, launching later in February. This amenity has already generated considerable positive feedback, with Powell humorously noting, “I’ve gotten more compliments on being able to bring an Edgar’s Bakery inside a car dealership than anything else, I think, I have ever done,” highlighting the dealership’s commitment to customer convenience and local partnerships. The new Birmingham Mercedes-Benz dealership in Irondale is poised to become the premier destination for Mercedes-Benz sales and service in the region, offering a truly world-class experience.
