L&L Automotive Adds Fourth Site To Its Hertfordshire Portfolio. 

L&L Automotive’s long wait to identify the right location for its fourth Mercedes-Benz Retailer in Hertfordshire has been rewarded with the acquisition of Mercedes-Benz Hemel Hempstead.

The London Road operation has been purchased from the Mercedes-Benz Retail group and provides a presence in the west of the county for L&L Automotive, which already has well-established sites in Bishop’s Stortford, Hertford and Stevenage trading under the Mercedes-Benz Hertfordshire banner.

The development will see new car sales introduced at Hemel Hempstead for the first time alongside existing Mercedes-Benz Approved Used sales and the full range of aftersales services. 

All 27 staff employed at Mercedes-Benz Hemel Hempstead will transfer to L&L Automotive where they will be led by a new General Manager in the shape of the vastly-experienced Simon Eggs, who previously spent 30 years representing the brand in senior management roles with Hughes of Beaconsfield.

David Presley, L&L Automotive’s Market Area Director, said that the acquisition had ended a lengthy search for new premises.

“We opened our purpose-built Stevenage Retailer in 2007 to replace former sites in Harpenden and Hitchin which had been outgrown and were no longer in keeping with the Mercedes-Benz brand,” he said. “For the past 12 years, we have been actively looking for a new location and we thought we had found one but the pandemic put things on hold.

“However, the Hemel Hempstead opportunity then came up and fits our requirements perfectly. Not only is it a brilliant facility that is already developed to the latest brand specifications but it’s in a ideal location - extending our territory from the M1 and Tring in the west to the M11 and Braintree in the east.”

David added: “It’s the final piece in the jigsaw and has certainly been well worth the wait to find.”

The two-acre plot contains a five-car showroom featuring a contemporary customer reception area with refreshment facilities, complimentary wi-fi and the latest digital displays. There is room to showcase more than 130 used cars whilst, behind-the-scenes, a state-of-the-art, 10-ramp workshop with MOT and wheel alignment bays is equipped for all Mercedes-Benz servicing, maintenance and repairs.

“We are looking forward to welcoming existing and new customers living locally as well as those residing in Harpenden, St Albans and Luton and it’s our aim to provide them all with outstanding levels of service befitting of the Mercedes-Benz brand,” added David.

“What’s more, with Simon Eggs at the helm as Mercedes-Benz Hemel Hempstead’s General Manager, we’ve found the perfect man to oversee this exciting new chapter for the business. He lives locally and is well-respected by customers and Mercedes-Benz alike after a distinguished career with the brand so we’re delighted to have him onboard.”

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