Mercedes-Benz North Shore and GWM North Shore operate under Gulf Motor Holdings Limited, a joint venture between Bruce Miles of the Miles Group and managing director Craig Innes.
The Miles Group is New Zealand’s largest independent retailer of vehicles, providing sales, service, parts, and accessories across a nationwide network.
In January 2021, construction commenced on this new showroom and workshop on Fred Thomas Drive, Takapuna. It was completed in late 2022.
What’s your history with this brand?
Mercedes-Benz North Shore has been representing the brand for over a decade.
The launch of our new dealership in 2022 was an exciting milestone, giving us a world-class environment to showcase the latest models and technology. It’s the only Mercedes-Benz Dealership in NZ that’s built to the latest Mercedes-Benz corporate identity.
What will people see when they come into your dealership?
Visitors are welcomed into a bright, modern, and open space built to the latest Mercedes-Benz global architectural standard - MAR2020.
The design focuses on comfort, transparency, and connection, offering a warm and sophisticated environment. Guests will find themselves surrounded by the latest Mercedes-Benz vehicles, including our dedicated AMG Performance Centre on the mezzanine floor - the largest in NZ.
The 8300-square-metre site includes a 2578-square-metre internal floor plan with plenty of space to browse, interact, and experience our brands. In preparation for the rapid growth of electric mobility, the facility also features 18 EV chargers, including three super chargers.
What tools, physical or digital, do you have to help people make their car-buying decision?
Our sales team uses high-tech digital tools to bring each customer’s dream car to life. With screen mirroring software and interactive configurators, customers can visualise their chosen vehicle on the big screen — selecting colours, wheels, trims, and features in real time.
What’s the most interesting feature of your facility that’s not an actual car?
Our car lift to the mezzanine-level AMG Performance Centre is a real talking point! Customers often ask how the vehicles get up there — and it always sparks some fun conversations. The lift is both impressive and practical, allowing us to display some of the most exclusive AMG models in a unique way.
Let’s go out the back. How big are your service facilities?
Our workshop is designed for efficiency and capacity, with 18 hoists and the ability to service up to 60 vehicles a day. The team includes 10 skilled service technicians, two apprentices, two workshop controllers, five groomers, and a dedicated tyre supervisor.
Where’s a good place to go and test-drive from your location?
We’re perfectly positioned for enjoyable test drives. With direct access to the motorway and nearby open roads, customers can experience the performance and refinement of our vehicles in a variety of driving conditions — from urban streets to smooth highway runs.
What else is in the area that could make it a destination?
Our Takapuna location makes a visit more than just a car experience. We’re surrounded by great cafes, shops, and coastal spots — and we’re only a few minutes from beautiful Takapuna Beach. Many customers make a day of it, enjoying a coffee, a walk by the water, or some local shopping before or after their visit to the dealership.
We also have a fantastic partnership with Milford Mall up the road, where we regularly showcase our luxury vehicles right in the heart of the mall. It’s a great way for people to get up close with our latest Mercedes-Benz models while they shop or dine. The display has become a real highlight in the community.
What plans do you have for the future?
We’re always looking ahead. With automotive technology evolving rapidly, we’re committed to staying at the forefront of innovation and customer experience. Mercedes-Benz future product is looking very exciting both in passenger and commercial vehicles, so we have a lot to look forward to.
We also see a lot of growth coming from the GWM brand and are creating more showroom space to allow for this.
Most importantly, what’s your coffee like?
Our coffee is great. For our guests, we make sure the coffee in our customer lounge is top quality — a proper café-style experience to enjoy while you wait or chat with our team.
