MSL Motor Group Breaks Ground on Ireland’s First Purpose-Built MAR20X Mercedes-Benz Dealership
Dublin, Ireland — 18 November 2025 — MSL Motor Group is proud to announce the commencement of construction on its new flagship dealership, Mercedes-Benz North Dublin, located in North City Business Park, North Road, Dublin 11. This multi-million-euro investment marks a significant milestone as Ireland’s first purpose-built MAR20X Mercedes-Benz dealership, setting a new benchmark for automotive retail and service excellence.
Strategically positioned just off Junction 5 on the M50, the new facility will bring together MSL’s existing Mercedes-Benz North Dublin showroom on the Navan Road and its aftersales operations currently based at MSL Service Centre (North Dublin), creating a single, state-of-the-art destination for customers across North Dublin and the wider northeast region.
Driving Economic Growth and Local Opportunity
The development of Mercedes-Benz North Dublin is expected to deliver significant economic value to the area, both during construction and upon opening, with the project expected to support over 100 jobs across the constructions phase contributing to local employment and skills development. Once operational will create over 50 full time positions across sales, service, administration, and customer care — offering long-term career opportunities in a premium automotive environment.
Ancillary services in the area will also benefit with the dealership driving increased demand for local services including retail, hospitality, cleaning, security, logistics, and maintenance, supporting a broader network of businesses in the locality.
Introducing the MAR20X Experience
At the heart of this development is the MAR20X retail concept — Mercedes-Benz’s global standard for a digitally integrated, customer-centric experience. The new dealership will feature:
· A shared Welcome Area for Sales and Aftersales
· Mobile consultations and flexible workspaces
· Digitally connected systems for servicing and customer communication
· Optimised zoning for efficiency and reduced wait times
· A showroom and service environment aligned with Mercedes-Benz’s international brand identity
This next-generation facility is designed to deliver a seamless, intuitive, and luxuriously welcoming experience for every customer.
Built for Performance, Designed Around the Customer
Spanning 2,513 sq.m, the new dealership will include:
- A modern showroom for new and approved used Mercedes-Benz vehicles
- A 21-bay workshop, valeting facilities, and dedicated vehicle preparation zones
- Premium customer amenities including lounges, consultation areas, and EV charging
- Over 200 parking spaces, demonstration areas, and prominent M50-facing signage
Customer-focused features will include:
- Out-of-hours self-service chefor aftersales
- A layout designed for quick drop-offs and faster turnaround times
- A digitally connected service process for greater transparency and control
- A centralised location replacing two existing sites for improved convenience
Serving a Growing Region
Located within North City Business Park and easily accessible via the M50 and N2/M2 corridors, Mercedes-Benz North Dublin will serve a wide catchment area including, North County Dublin, Meath ( Ashbourne, Trim, Navan), Louth ( Dundalk, Drogheda) and Cavan.
This strategic location ensures enhanced accessibility and service quality for Mercedes-Benz sales and aftersales customers throughout the region.
A Legacy of Trust, A Vision for the Future
For over 65 years, MSL Motor Group has proudly represented Mercedes-Benz in Ireland. With existing dealerships in Ballsbridge, South Dublin, North Dublin, and Cork, MSL is renowned for its commitment to premium service, innovation, and customer care.
The new Mercedes-Benz North Dublin dealership reflects MSL’s ongoing investment in the future of mobility — delivering a world-class experience for personal, fleet, and business customers alike, while contributing meaningfully to the local economy.