On July 21, Atlanta Classic Cars opens its nearly 100,000-square-foot dealership in Gwinnett County at Boggs Road between I-85 and Hwy. 316. This $15 million facility boasts the largest Mercedes-Benz inventory in the Southeast, 60 service bays viewable through a panoramic window wall, putting green and driving range, exercise room and jogging track, business center with high speed Internet access and visitor lounge with HDTV plasma screens. Atlanta Classic Cars says it is raising the bar for customer service -- above any dealership in the nation.

"In addition to delivering exceptional selection and service, we will improve the 'down time' typically associated with waiting for a sales transaction or routine maintenance," said Cathy Ellis, Atlanta Classic Cars president. "This new facility reflects that we are still classic, yet ahead of the times. It provides an interesting and interactive experience for our customers that is unavailable anywhere else. There is no other automobile dealership in the country that offers our unique amenities, impeccable service and blend of technologies."

Following four years of gleaning customer insights, touring Mercedes-Benz dealerships worldwide and observing best practices from related industries, Ellis believes she created the most technologically-advanced, customer-focused dealership. With a fully computer-automated service area; Remstar storage and retrieval carousels to house parts and manuals for easy access; and advanced security, including thumbprint identification entries to employee areas and sensor protection for automobiles; Atlanta Classic Cars is prepared to double sales and increase service capabilities by 30 percent.

According to the dealership, the amenities and service enhancements reflect the growing consumer demand for multi-purpose facilities that reduce time spent completing errands. Atlanta Classic Cars is the first automotive dealership to create such dynamic alternatives to service "down time," way beyond the typical television- and magazine-outfitted waiting room.

Ellis said the building design, created by architect John Phelps and interior designer Lee Bryan, looks unlike other automotive dealerships. It has glass walls, ground steel doors and gallery-like lighting that showcase each Mercedes-Benz like a museum sculpture.

"It's got to be the best Mercedes-Benz service facility in the region, and it's refreshing to see a dealership that really values its customers' time," said Atlanta Classic Cars customer Dr. Robert Simmermon. "I am looking forward to my next service appointment!"

Former Gwinnett Commission Chairman Wayne Mason thinks the new location of Atlanta Classic Cars is good for all involved. "I'm thrilled Atlanta Classic Cars chose Gwinnett to further expand its growing business," said Mason. "It will bring about 200 jobs to the area and I look forward to the dealership and the county thriving together."