“We are proud to bring this name back,” beams CEO Michael de Graaf. “Many people still remember us, as we have been active in the The Hague region since 1911. We notice this through all the old photos and stories we receive from customers.”

Until recently, the dealership was part of Mercedes-Benz itself. But following its acquisition by the Swiss Emil Frey Group, Europe’s largest dealer network representing sixty car brands, AGAM regained its independence. “Now we can exchange experience with colleagues from other brands within the Emil Frey Group and support each other, for example with trade-ins. It truly benefits the customer; we are much more flexible now.”

Emotion

So much for the business side. When it comes to cars, emotion plays a huge role. “Mercedes-Benz is the ultimate in quality and reliability,” says de Graaf. Sales manager Senna Koolen inherited a passion for cars from an early age.

In the Hague flagship store, which they call “by far the most beautiful in the Netherlands,” the team is in its element. “We offer the full range,” explains Koolen. “From passenger cars to commercial vehicles, both new and used. We are also one of the few AMG Performance Centres in the country.” Even classic car owners are welcome: “We even maintain a stunning 300SL here. It’s basically one big museum.”

Time, however, does not stand still. On the contrary. “Mercedes-Benz leads in innovation and safety, yet we don’t talk about it enough,” says Koolen. “Recently, we had the EQXX in our showroom, a fully electric concept car that drove from Stuttgart to Silverstone – over 1,000 kilometres – and still had range left. The beauty of this innovation is that you will gradually see it reflected in our production vehicles, like the new CLA next year. We already have the EQS, offering a range of up to 800 kilometres, without compromising on luxury or comfort. The electrification of vans and trucks is also in full swing.”

Exceeding expectations

With AGAM’s relaunch, the management team has outlined a new vision. De Graaf says: “In three years, we aim to be the best dealer in the Netherlands. How? By exceeding customer expectations and offering the ultimate experience.”

According to the CEO, success depends on the team. “By putting our staff at the centre, we create an environment where everyone works with enthusiasm every day. After all, satisfied employees are the key to satisfied customers.”

www.agam.nl