Landmark Mercedes-Benz Centre of Excellence sets a new benchmark for luxury automotive retail and aftersales in Ireland – Supporting up to 70 permanent roles
MSL Motor Group has officially opened a major new state-of-the-art Mercedes-Benz showroom in North Dublin, following a €22 million investment in the purpose-built development. Located at Junction 5 of the M50, at North City Business Park, the new 2,513 sq. metre luxury Mercedes-Benz dealership supports up to 70 permanent roles.
The development represents a significant milestone and investment for MSL Motor Group, a family-owned Irish business that has represented Mercedes-Benz in Ireland since 1959 and is today the largest Mercedes-Benz retailer in Ireland.
The site will also house a 1,250 sq. metre workshop featuring 21 service bays, the first Mercedes-Benz vehicle scanner in Ireland, a 140-shelf Lean Lift parts storage system, and dedicated vehicle preparation and valeting areas.
Together, these facilities will enhance operational efficiency and significantly increase the number of vehicles the team can service. The development also includes approximately 200 car parking spaces and charging facilities for electric vehicles.
Its location will serve customers across North Dublin and the north-east, including Meath, Louth, Cavan and Monaghan, while providing convenient access from the M50.
Speaking at the opening, Gerard Lynch, Managing Director of MSL Motor Group, said: “This €22 million investment represents an important new chapter for MSL Motor Group and demonstrates our long-term commitment to the North-East region.
“Having represented Mercedes-Benz in Ireland since 1959, and as the largest Mercedes-Benz retailer in Ireland, we are proud to continue investing in the brand, our people and our customers. As Mercedes-Benz marks 140 years of innovation, this new development reflects the heritage of the brand and sets a new benchmark for automotive retail in Ireland.
“It also highlights our close relationship with our sister company, MDL (Motor Distributors Limited), the importer and distributor of Mercedes-Benz in Ireland, as well as our ambition for the future of the Mercedes-Benz brand and our business in Ireland.
“Customer focus is the sole priority of our business. Every aspect of this development has been designed around the needs of our customers, creating a premium experience that reflects the quality of the Mercedes-Benz brand and the standards our customers expect from MSL Motor Group.”
Sustainability was an important consideration throughout the development, with the new Mercedes-Benz North Dublin facility designed to achieve an A-rated energy performance and incorporate a significant renewable energy and electric vehicle charging ecosystem. A 279.7kWp rooftop solar photovoltaic system, comprising 643 solar panels, will generate renewable electricity on site, helping to reduce reliance on grid-supplied energy and lower the building’s operational carbon footprint.
This is complemented by three dual-gun high-power DC charging terminals, supported by intelligent energy management technology that can balance the building’s energy requirements, solar generation and vehicle charging demand. Developed in partnership with MDL Energy Ireland, a sister company of MSL Motor Group, the integrated system has been designed to maximise the use of renewable energy generated on site while providing the charging capacity required to support the continued transition to electric mobility. Together, these measures ensure the new facility is not only designed for the needs of today but equipped to support a more sustainable future for automotive retail and aftersales.
The new dealership showcases Mercedes-Benz’s latest global retail concept, MAR20X, reimagining the luxury automotive showroom experience, designed to move beyond the traditional dealership model. For customers, this means leaving the traditional car showroom behind and entering a space that feels closer to a beautifully designed luxury boutique or contemporary five-star hotel.
Visitors are welcomed at a central hospitality area, offered a coffee and invited to relax in an elegant lounge or private consultation space. Statement lighting, warm timber, tactile fabrics and gallery-style vehicle displays create a calm, sophisticated atmosphere designed around a relaxed and personal welcome.
Technology works quietly behind the scenes too. Number-plate recognition matches customers arriving for pre-booked service appointments with their booking, alerting the team so they can be welcomed and guided directly to the lounge – more like a hotel arrival than a traditional garage check-in.
The official opening celebrations this weekend will include a display of vintage Mercedes-Benz vehicles from the O’Flaherty Collection, reflecting the history of the brand and MSL Motor Group’s long-standing connection with it.
The programme will also feature stories and photography celebrating 140 years of Mercedes-Benz innovation, alongside customer events and opportunities to explore the latest vehicles.
Mercedes-Benz North Dublin will welcome customers from today, at North City Business Park, North Road, Finglas, Dublin 11, D11 X8YF.
