Saint John and Moncton TriStar Mercedes-Benz Dealerships Sold To Steele Auto Group

The Saint John TriStar Mercedes Benz location. (Image: Submitted)

SAINT JOHN– Ownership of two Mercedes Benz dealerships in Saint John and Moncton is changing hands.

 TriStar Mercedes-Benz with locations in the two cities, has been sold to  Steele Auto Group, owner Ian Brett announced Monday. 

“I would like to thank our loyal customers who have been with us over the last several years and to our team members who are really committed to the customers and the Mercedes-Benz brand,” said Brett, in a news release.  “I am assured that Steele Auto Group will continue to offer our valued customers excellence in customer service and experience.  I extend my genuine best wishes for success to the Steele Auto Group.”

Headquartered in Dartmouth, N.S., The Steele Auto Group is currently comprised of 39 auto dealerships, two Powerhouse Equipment stores and eight collision centers. The company consists of approximately 2,100 employees and says it prides itself on pursuing new, innovative, and more transparent ways of connecting with its customers.

“We are thrilled to be adding two Mercedes-Benz dealerships to our portfolio in New Brunswick. We are particularly pleased to build a presence in Saint John while achieving additional growth in the Moncton/Dieppe market which nicely compliments our existing Acura and Subaru stores there,” said Kim Day, president of Steele Auto Group, in the release.

Prior to the purchase, the Steele Auto Group already successfully operated a Mercedes dealership in St. John’s, Newfoundland. Day said that they plan to keep TriStar’s level of customer service, while also adding some of their new technology to the operations.

“We don’t intend to reinvent the wheel but there are some innovative solutions that we have been testing in other markets that we believe will fit well with the Mercedes-Benz customer – real-time video updates from the service technician while your vehicle is being repaired as an example. We pride ourselves on creating new and innovative ways to enhance the experience for our customers; it’s a benefit of being part of a larger network and group,” said Day.

“This will also create new opportunities for the existing TriStar team members. We strongly believe in promoting from within so both career advancement opportunities and mobility around the four Atlantic provinces are now accessible.”