LSH Auto UK is on track to embrace a series of sports-themed special events and marketing opportunities after being named as the official car and van supplier to British Athletics.
The AM100 retail group, which currently operates eight Mercedes-Benz dealerships in the North West and the Midlands, has signed a three-year partnership agreement to provide a range of vehicles which will transport VIPs, athletes, judges, officials, management, staff and equipment to sporting events.
An announcement on the new arrangement followed the Müller British Athletics Championships 2020, which took take place on September 4 and 5 behind closed doors at the Manchester Regional Arena.
The championships saw 25 athletes crowned British champions live on BBC1 and BBC2.
Commenting on the new agreement with British Athletics, Martyn Webb, the managing director of LSH Auto UK, said: “Teamwork is one of our core values. It’s how we deliver the best service to our customers. That combined with the high performance of our Mercedes-Benz vehicles make this partnership with British Athletics a perfect fit.
“We plan to hold a number of special events for our customers and colleagues, over the course of the three-year partnership, where they will have the opportunity to meet some of our British athletes.
“In the meantime, we will be keeping everybody up to date at each event with trackside interviews and the latest news on our social media channels.”
LSH Auto UK is part of Hong Kong-based Lei Shong Hong International.
The business is the world’s largest Mercedes-Benz dealership group, with more than 140 Mercedes-Benz dealerships worldwide.
LSH Auto UK was formed in May 2016 when LSH completed the £121.4m acquisition of Mercedes-Benz Retail Group’s entire Manchester and Birmingham market area.
AM interviewed Webb for an in-depth dealer profile feature last summer, within which he described being “presented with the time and the resource to establish an all-new retail group” and “completely re-think the concept of the car retail environment.”