Tokyo, Japan – YANASE Co., Ltd. has officially reopened its YANASE Suginami Branch (Mercedes-Benz Suginami Chuo) following an extensive renovation that introduces the latest Mercedes-Benz MAR20X showroom corporate identity (CI) concept. The upgraded flagship dealership officially begins operations on July 4, marking the third Mercedes-Benz retail location in Tokyo to adopt the brand’s newest showroom design philosophy.
Ahead of the opening, YANASE hosted an inauguration ceremony on July 3, attended by company executives, representatives from Mercedes-Benz Japan, members of the media, and invited guests. The event highlighted the dealership’s transformation into a premium customer destination designed to enhance both the luxury retail experience and after-sales service.
Located along a major transportation corridor connecting the Setagaya, Suginami, and Tama areas, the dealership serves as one of YANASE’s principal hubs for western Tokyo. Originally opened in 1979, the long-established branch has now been reimagined to align with Mercedes-Benz’s latest global retail standards while reinforcing its role as a comprehensive sales and service center.
Unlike the previous layout, where showroom visitors and service customers shared the same reception area, the renovated facility separates these customer flows to improve efficiency and reduce waiting times. The redesigned showroom also introduces a more refined hospitality concept, replacing the traditional dealership atmosphere with a lounge-inspired environment featuring premium furnishings, digital consultation spaces, and a large central display that enhances vehicle presentations and customer consultations.
The renovation extends beyond aesthetics. Digital technologies have been integrated throughout the showroom to simplify the purchasing process, while dedicated delivery areas create a more memorable vehicle handover experience. Hospitality has also been strengthened for customers visiting the service department, aiming to make maintenance and repair appointments more comfortable.
The dealership continues to house Mercedes-Benz Certified pre-owned vehicle displays alongside a fully equipped service workshop and inspection lanes, allowing customers to access sales, certified used vehicles, and after-sales support under one roof. Supporting the growing adoption of electric mobility, the facility is equipped with two 60kW DC fast chargers and four AC charging stations.
During the opening ceremony, YANASE President and CEO Takanori Morita reaffirmed the company’s longstanding commitment to customer-focused service, emphasizing that while the automotive retail landscape continues to evolve, YANASE’s philosophy of building trusted relationships through personal service remains unchanged. He noted that the newly completed showroom faithfully reflects the corporate identity standards promoted by Mercedes-Benz while delivering an elevated customer experience.
Mercedes-Benz Japan President and CEO Go Geltinger also addressed attendees, highlighting the significance of the renovation during a milestone year. In 2026, the automotive industry celebrates 140 years since the birth of the automobile, while YANASE marks 111 years in business and Mercedes-Benz Japan commemorates its 40th anniversary.
Looking ahead, Geltinger pointed to Mercedes-Benz’s aggressive product rollout planned for 2026, including new generations of the CLA, S-Class, GLC, and AMG GT, describing the renovated Suginami dealership as a fitting stage for the company’s next chapter.
He also stressed that modern retail facilities are designed not only to improve the customer experience but also to create a better workplace for dealership staff.
“Providing an environment where employees can work comfortably ultimately leads to better customer service,” Geltinger said. “With this outstanding facility and the exciting new product offensive ahead, I believe everyone here is well positioned to achieve even greater success.”
The renovation reflects Mercedes-Benz’s broader global retail strategy, which focuses on transforming dealerships into immersive brand experience centers rather than traditional sales outlets. By combining premium hospitality, digital engagement, luxury design, and comprehensive after-sales support, the Suginami location aims to strengthen customer relationships while attracting new buyers as Mercedes-Benz expands its model lineup in Japan.
As YANASE continues modernizing its retail network, the newly reopened Mercedes-Benz Suginami Chuo dealership represents another milestone in delivering a premium ownership journey that extends well beyond the initial vehicle purchase.
Official Links
- YANASE: https://www.yanase.co.jp/
- Mercedes-Benz Suginami Chuo (YANASE Suginami Branch): https://www.yanase.co.jp/mercedes-benz/store/010407/
- Mercedes-Benz Japan: https://www.mercedes-benz.co.jp/
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