The renovation of Mercedes-Benz of Fresno was part of a corporate identity upgrade to comply with the Mercedes-Benz USA-mandated Autohaus design standards. The upgrades were intended to optimize return on investment by car owners and create a consistent dealership experience that embodies the essential principles of Mercedes-Benz products in a brand-appropriate manner.
This renovation included a reimagined exterior building appearance by incorporating the distinctive Autohaus façade, along with new colors, corporate signage, and interior amenities. In addition, the showroom floor was expanded, and sales offices were relocated and upgraded. After the Autohaus improvements, the owners of the dealership elected to add a solar array to cover the elevated parking deck in an attempt to reduce energy consumption and protect cars.
The project fundamentally uses architecture to reinforce a marketing strategy. The architectural components, finishes, and materials were carefully selected to connect the character of the dealership with the quality of the products on display.