Mercedes flexes $4M in upgrades at Fresno car dealership. ‘First class,’ mayor says
A part of Fresno’s luxury landscape just got a makeover.
Even Fresno Mayor Jerry Dyer checked out the upgrades up close for himself.
Mercedes-Benz of Fresno, under owners Alpha Auto Group since 2022, officially unveiled its new-look showroom and service department this week after completing $4 million in renovation at the north Fresno dealership.
The remodeled dealership at the northwest corner of Palm and Herndon avenues, features a sleek and fancier-looking showroom that’s also more interactive.
Digital kiosks help folks build out exactly how they’d like their vehicle to look and drive to large, and extra wide flat screens lets customers see how their new car might look in various settings like amid the bright lights of a big city.
“It’s a huge difference,” Mercedes Benz of Fresno general manager K.C. Cheema said of the dealership’s interior changes. “We re-did the whole showroom floor so it’s very interactive for the guests.
“We made it more modern, nicer, less privacy, more open, so everyone has the same, great experience.”
In addition, the Mercedes Fresno dealership expanded its service department area to provide more room both when being advised by service agents and while in the waiting area.
Mercedes-Benz of Fresno also expanded its loaner fleet to 120 vehicles (free to those getting their vehicle serviced/repaired there), with new Mercedes vehicles that are cycled out every four months, according to Cheema.
“The service side is where we really put money into the renovations,” Cheema said.
“Your life should not be affected just because your car broke down.”
Mercedes-Benz ranked third in U.S. luxury sales in 2025, behind BMW and Lexus, according to Automotive News.
“When you purchase a car here, we get some of that sales tax revenue and that’s what helps keep our city alive,” Dyer said. “I feel good anytime a business like Mercedes invests not only into their building but the local economy — the people who work here, the people who shop here.
“They’re a first-class dealership in Fresno. So investing $4 millions ... you can see all of the amenities and everything they’ve done to make it really beneficial for the customers.”
