The business expansion into northern Colorado and its heated-up economy continued Tuesday night with the grand opening of . Four hundred guests attended in the large, renovated dealership in the Crossroads automotive complex along I-25, east of Loveland.
A nine-month rebuilding project created the beautiful glass-fronted store. The structure formerly housed Ferrero Chrysler Jeep Dodge, which closed in 2008.
Kevin Steward, owner and general manager of , also will direct operation of the Loveland dealership. General manager is Trent Olinger.
“This expansion gives us greater access into an area in which we were becoming much more active,” said Steward. “Not just northern Colorado, but also the adjacent states to the north.” Nearest M-B stores to the northwest and northeast are Salt Lake City and Rapid City, S.D.
The new Mercedes-Benz of Loveland joins several other luxury brands in the area. It is a stone’s throw south of Co’s BMW, and a few miles north of Stevinson Lexus and the yet-to-open Rickenbaugh Infiniti.
“We’re excited to see them open,” said Christina Dawkins, owner of Co’s BMW in the same Crossroads complex. “It will be good for the consumer and all of us to have a competitor in proximity.” Mercedes-Benz and BMW, German-based premium-car builders, are fierce competitors all over the world.
Men like luxury, women affordability
When it comes to buying a new car, men are more likely to consider a vehicle from domestic U.S. manufacturers or European luxury brands, while women new-car shoppers are more likely to consider a vehicle from an import automaker, according to Kelley Blue Book (KBB.com).
For instance, men are 174 percent more likely to shop for a new Lincoln compared to women, while women are 119 percent more likely to shop for a new Volvo model, KBB indicated in a survey of more than 13,000 U.S. adults.
Brands with a rich heritage, such as Lincoln, Buick, Cadillac and Mercedes-Benz, tend to draw attention of older men more than younger men or women. Women, more likely to consider affordability (according to survey), might be more apt to consider Honda, Acura and Nissan.
Bud Wells can be reached via e-mail at bwells@denverpost.com.
