Mercedes-Benz Manhattan

Mercedes-Benz recently awarded iMBranded the graphics and millwork contract for nearly seventy AMG Performance Centers to be built in select AMG dealerships across the country. To kick off the initiative in style, Mercedes-Benz tasked iMBranded with installing the first AMG Performance Center at their iconic and highly visible, New York City dealership.

“The AMG Performance Center is an innovative and interactive way for our customers to experience AMG vehicles,” said Diane Dingler, senior project lead for Mercedes-Benz Manhattan. “The display has aggregate flooring and a huge power wall that projects AMG materials, controlled by our customers on a touchpoint screen.”

Located at 11th Avenue and 54th Street, Mercedes-Benz Manhattan is an expansive 330,000 square foot facility that in an average year, delivers more than 5,000 vehicles to New York City’s most performance-conscious automotive consumers. Mercedes-Benz Manhattan is the only Mercedes-Benz retail location in Manhattan as well as the only Mercedes-Benz dealership in the country owned and operated by Mercedes-Benz. Over the course of two weeks, the iMBranded team orchestrated a seamless AMG Performance Center installation, leaving a lasting impression on Mercedes-Benz, local dealership personnel and most importantly the AMG performance enthusiasts who have had a chance to visit this “showroom within a showroom” at the Mercedes-Benz Manhattan location.

“The AMG Performance Center is absolutely beautiful,” said Dingler. “The project took a week to ten days to complete and the entire team at iMBranded was great. They were well organized, very friendly and the result came out perfectly.”

This flagship boutique dealership delivers an uncompromising selection of new and hand-picked preowned Mercedes-Benz vehicles, smart cars, and Sprinter Vans to patrons throughout New York City and beyond. With constant customer foot traffic at the dealership and unique challenges of downtown New York City logistics, it was imperative that iMBranded deliver a timely installation with minimal disruption to the dealership’s day-to-day operations. iMBranded specializes in meeting these objectives and was able to meet and exceed Mercedes-Benz’s expectations.

“The AMG Performance Center is achieving everything we hoped and provides a great area for customers to engage with us,” said Dingler. “iMBranded made sure the installation caused no disruption to our business. While installation was underway, the area was curtained off with pipe and drape, creating a mysterious sense that something new and exciting was coming. The entire process of working with iMBranded was seamless.”

Mercedes-Benz Manhattan ranks #1 in the region for sales volume. The dealership focuses on providing outstanding customer service and helps ease the pressures of downtown New York City traffic congestion for customers by providing pick-up and drop-off service.

For more information about Mercedes-Benz Manhattan and their AMG Performance Center, visit

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