Mercedes-Benz of Greenwich

What Mercedes-Benz of Greenwich does

Mercedes-Benz of Greenwich is a single-rooftop franchised luxury automotive dealership located at 261 West Putnam Ave, Greenwich, CT, operating as a subsidiary of Penske Automotive Group (NYSE: PAG). The dealership sells new Mercedes-Benz vehicles across the full lineup — sedans (C-Class, E-Class, S-Class), SUVs (GLA, GLB, GLC, GLE, GLS, G-Class), coupes, convertibles, AMG performance variants, and Mercedes-EQ electric and plug-in hybrid models — alongside certified pre-owned (165+ point inspection, unlimited-mileage warranty), general pre-owned, and courtesy loaner vehicles. New vehicle MSRPs in inventory range from approximately $42,850 (GLA) to $222,340 (G-Class AMG), with a $799 conveyance fee on all units. Financing and leasing are delivered through Mercedes-Benz Financial Services, with advertised APRs of 2.49%-3.99% for qualified buyers and lease specials such as a 24-month $689/month program.

Revenue is generated across four streams: new vehicle sales (hardware sales), pre-owned and CPO sales (hardware sales), service and repairs performed by factory-certified technicians using genuine OEM parts (professional services), and a parts department (hardware sales). The dealership operates a sales-led go-to-market combining a physical showroom with inside sales support, supplemented by direct-to-consumer digital channels — online inventory browsing, financing applications, trade-in valuation, online buying with home delivery or pickup, and service pick-up/delivery. Distribution is primarily single-country/domestic, serving affluent households in Greenwich, Stamford, Darien, New Canaan (CT) and Yonkers, Rye (NY), with 53 employees supporting sales, service, parts, and collision-center referral operations. The technology stack consists of standard dealer platforms (Dealer Inspire website/CMS, CRM, ComplyAuto consent, Botdoc secure document exchange, CARFAX vehicle history) with no proprietary AI/ML, API, or developer-facing platform.

Name

Mercedes-Benz of Greenwich

Legal name

Mercedes-Benz of Greenwich

Website

https://mercedesbenzgreenwich.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Mercedes-Benz of Greenwich is a single-rooftop luxury automotive dealership in Greenwich, CT, operated by Penske Automotive Group, selling new, certified pre-owned, and pre-owned Mercedes-Benz vehicles plus service, parts, and financing to affluent consumers in Fairfield County CT and Westchester County NY.

Ownership category

akta.pro rank

Product category

Luxury Automotive Dealership

NAICS

New Car Dealers (441110)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro industry

PRIMARYTLAKAAAD

Tire & Wheel Services (Mount/Balance/Alignment)

Transportation & Logistics/Vehicle & Equipment Maintenance, Repair & Services (MRO)/Automotive Repair & Maintenance (Light-Duty Vehicles)

Keywords

• Luxury car dealership
• New vehicle sales
• Certified pre-owned vehicles
• Auto service center
• Vehicle financing

Headquarters

HQ city

Greenwich

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new Mercedes-Benz vehicles including sedans (A-Class, C-Class, E-Class, S-Class), SUVs (GLA, GLB, GLC, GLE, GLS, G-Class), coupes, convertibles, AMG performance vehicles, and electric/hybrid models (EQS, EQB). Revenue from MSRP pricing plus dealer fees.
2. Pre-Owned and Certified Pre-Owned Vehicle Sales: Sale of pre-owned and certified pre-owned Mercedes-Benz vehicles. CPO vehicles include comprehensive inspection (165+ points), warranty coverage, and 24/7 roadside assistance.
3. Service and Repairs: Service center with certified technicians performing routine maintenance, repairs, tire replacement, and using genuine Mercedes-Benz parts. Revenue from labor and parts.
4. Parts Department: Sale of genuine Mercedes-Benz parts for customer self-service and for use in service operations.
5. Financing and Leasing: Finance and lease programs through Mercedes-Benz Financial Services, providing auto loans and lease options to customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Mercedes-Benz of Greenwich is an authorized Mercedes-Benz dealership that sells new, certified pre-owned, and pre-owned vehicles. The dealership also operates a service center, parts department, and collision center, and offers vehicle financing and leasing through Mercedes-Benz Financial Services.

Product overview

Mercedes-Benz of Greenwich is a luxury automotive dealership operated by Penske Automotive Group, offering a comprehensive portfolio of Mercedes-Benz vehicles and related services. The core product lineup includes new Mercedes-Benz vehicles across multiple segments (sedans, SUVs, coupes, convertibles, AMG performance), Mercedes-EQ electric vehicles (EQS), and Mercedes-Benz hybrid vehicles. Supporting services include Certified Pre-Owned and general Pre-Owned vehicle sales, Courtesy Loaner Vehicles for service customers, the Mercedes-Benz App for connected vehicle services, Mercedes-Benz Finance Services for financing and leasing, and a full-service Service & Parts Center. The dealership serves the Greenwich, CT area including surrounding communities in Fairfield County and Westchester County, NY.

Differentiator

Problem solved

Functional benefit

Products and services

• New Mercedes-Benz Vehicles Sale of new factory Mercedes-Benz passenger vehicles to individual retail customers seeking luxury automobiles.
• Certified Pre-Owned Mercedes-Benz Vehicles Sale of manufacturer-certified pre-owned Mercedes-Benz vehicles that meet factory inspection and reconditioning standards.
• Pre-Owned Vehicles Sale of used vehicles from various manufacturers, available through the dealership's used inventory.
• Vehicle Financing and Leasing Arrangement of retail financing and lease products for vehicle purchases through Mercedes-Benz Financial Services.
• Service and Maintenance Scheduled maintenance and repair services performed by certified Mercedes-Benz technicians for Mercedes-Benz vehicles.
• Parts Department Sale of genuine Mercedes-Benz OEM parts and accessories to retail and service customers.
• Collision Center Bodywork, paint, and collision repair services for damaged vehicles, typically handled through insurance claims.

Quantifiable outcome

• 165+ point inspection for CPO vehicles
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Penske Automotive GroupcoreOthersParent company ownership. Mercedes-Benz of Greenwich is operated by Penske Automotive Group, a large publicly-traded automotive retailer operating dealerships across the United States.
• Mercedes-Benz Financial ServicescoreChannel Partner/ Reseller/ DistributorFinancing and leasing partner providing auto loans and lease programs to dealership customers. Handles captive finance programs for Mercedes-Benz vehicles.
• Fairfield Collision CenterminorImplementation/ SI/ Consulting PartnerCollision repair center partnered with the dealership for body work and accident repairs. Linked from service menu as recommended collision center.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Audi of Fairfield County: Authorized Audi dealer in the Fairfield County area serving the same affluent CT/NY luxury buyer base. Comparable as a competing luxury OEM franchise offering new vehicles, certified pre-owned, service, parts, and finance programs.
• Mercedes-Benz of Manhattan: Authorized Mercedes-Benz franchised dealer in Manhattan, NY serving an overlapping luxury buyer pool in the greater New York metro. Directly comparable as a Penske-network and non-Penske authorized Mercedes-Benz new vehicle dealer with service, parts, and finance operations.
• Mercedes-Benz of White Plains: Authorized Mercedes-Benz dealer in White Plains, NY in the same Westchester/Fairfield luxury corridor. Directly comparable in product mix (new, CPO, used, service, parts, finance) and target customer (HNW Westchester and Fairfield County residents).
• Mercedes-Benz of Nanuet: Authorized Mercedes-Benz dealer in Nanuet, NY in Rockland County. Comparable as a sister Mercedes-Benz franchise serving the broader NY metro luxury market with overlapping CPO and service competition.
• Mercedes-Benz of Fairfield: Authorized Mercedes-Benz dealer located in Fairfield, CT — directly adjacent to Greenwich. Closest geographic direct peer serving overlapping affluent communities with the same new vehicle, CPO, service, and parts offerings.
• Lexus of Mt. Kisco: Authorized Lexus dealer in Mt. Kisco, NY in northern Westchester County, targeting a partially overlapping luxury buyer segment. Comparable as a competing luxury franchise with new, CPO, service, and finance operations.
• Porsche Greenwich: Authorized Porsche dealer in Greenwich, CT, sharing the same town and catchment. Directly comparable as a franchised luxury performance franchise targeting the same HNW buyers, with parallel sales, certified pre-owned, and service operations.
• BMW of Darien: Authorized BMW dealer in Darien, CT — a neighboring affluent town. Directly comparable as a luxury new vehicle franchise competing for the same HNW buyer pool in Fairfield County with comparable sales, service, and finance operations.

Broad incumbents

• Penske Automotive Group: Parent company (NYSE: PAG) and the largest peer-group operator, owning 350+ dealerships globally. Comparable as a publicly traded benchmark for the parent network's economics, capital allocation, and luxury retail strategy that ultimately drives Mercedes-Benz of Greenwich's positioning.
• AutoNation: Largest U.S. automotive retailer by revenue, operating new and used vehicle franchises across many brands and geographies. Comparable as a public-market benchmark for dealership-group economics, F&I penetration, digital retailing, and service-M&A strategy that informs how a single-rooftop dealer like Mercedes-Benz of Greenwich is valued.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GreenwichBenz
• YouTubeyoutube.com/channel/UC1UCK30SEa2hjKMAapWWMeQ
• Facebookfacebook.com/MercedesBenzofGreenwich
• Instagraminstagram.com/mercedesbenzgreenwich
• LinkedInlinkedin.com/company/mercedes-benz-of-greenwich

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mercedes-Benz of Greenwich