Al Mulla Automobiles opens the first Mercedes-Benz boutique in the Middle East in the Avenues, Kuwait

11 June 2019

June - 2019

- First Mercedes-Benz boutique in the Middle East

- Unveiled the Mercedes-AMG GT 4 Door Coupe and the new GLE

- Part of the continued expansion of the brand by Al Mulla Automobiles


Kuwait: Al Mulla Automobiles, the authorized general distributor of Mercedes-Benz in Kuwait, inaugurated last week the first Mercedes-Benz boutique in the Middle East at Kuwait’s largest shopping destination, The Avenues in the Grand Plaza. The opening event also included the unveiling of the two newest Mercedes-Benz models, the Mercedes-AMG GT 4 Door Coupe and the all-new Mercedes-Benz GLE.


The event was hosted by Mr. Talal Anwar Al Mulla, CEO of Al Mulla Group, in the presence of the management of Al Mulla Group and Al Mulla Automobiles Co., as well as representatives from Mercedes-Benz Cars Middle East in Dubai (MBCME), and the media. Following the inauguration, guests were taken on a tour of the boutique and given the first hands-on look of two special vehicles, the Mercedes-AMG GT 4 Door Coupe and the all-new Mercedes-Benz GLE.


Covering a total area of 390 square meters, the opening of the new Mercedes-Benz boutique comes as part of the expansion strategy set by Al Mulla Automobiles in an aim to promote the luxurious and technologically-advanced experience of the international brand. The boutique has the capacity to display up to five cars simultaneously, while displaying Mercedes-Benz’s cutting edge technology and digitization elements, and. The boutique also displays the brand’s Lifestyle Collection crafted to effortlessly complement the taste of its customers and incorporate design, technology and impeccable standards that reflect the level of excellence that customers expect from Mercedes-Benz.


Speaking of the opening, Mr. Talal Al Mulla, CEO of Al Mulla Group said: “The Mercedes-Benz boutique at The Avenues was designed with the brand’s world-class concept in mind to ensure we enhance our customer’s journey as they discover the latest vehicles and lifestyle items, in addition to being the brand’s hub for social engagement.


“Our focus at Al Mulla Automobiles is to ensure that our products and services satisfy the expectations of our customers, while providing a unique retail experience at our showrooms and boutiques as we expand our services.”


Commenting on this occasion, Mr. Sascha Van Ryseen, Head of Distribution Network, Mercedes-Benz Cars Middle East, stated: “It is a pleasure to be here for the opening of the first Mercedes-Benz Boutique in the region. At Mercedes-Benz we are currently trying to change the traditional way of selling automobiles, with a completely digitized customer journey. With the Mercedes-Benz Boutique, we have designed a new format full of emotions, which aims to enable our customers to simply enjoy their time with our brand.”


The Mercedes-Benz boutique at The Avenues will also be the heart of the brand’s commercial and social events and programs. From introducing new cars to launching products and services, the boutique is ideally located to cater to customers and their families in an easily accessible location in Kuwait.


Since the beginning of its partnership with Mercedes-Benz, Al Mulla Automobiles has ensured it exceeds the level of services expected from its customers through revamping the showrooms and service centers to provide the level of service that matches the excellence of the Mercedes-Benz craftsmanship.


Feel the speed of the AMG GT 4 at the Mercedes-Benz boutique in The Avenues 

The all-new Mercedes-AMG GT 4-Door Coupé, the brand’s flagship model, has recently arrived to Kuwait and is on display at the Mercedes-Benz boutique in The Avenues where customers can discover the car that seamlessly embodies the racing heritage, as well as the brand’s vision for the future with a car that delivers power, driving fun, and everyday utility in a way few cars can match.


The Mercedes-AMG GT 4 Door Coupé comes with a striking silhouette and dynamics. The expressive design with the low bonnet, dominant front and muscular body language emphasizes the sporty genes of the four-door coupé. The model delivers a top speed of up to 315 km/h and driving dynamics that cuts an effortlessly superior figure. The Mercedes-AMG GT43 4 Door Coupe', GT 53 4-Matic Coupe and GT 63S Coupe' allow for a completely new driving experience.


The GT 4 offers an extensive portfolio of exterior equipment packages, which can be used to add different highlights in terms of design and does not comprises on performance. The output of the AMG 4.0-litre V8 biturbo engine has been enhanced further for the new Mercedes AMG GT 63 S 4MATIC+. It delivers 470 kW (639 hp) and a maximum torque of 900 Nm, which is available over a wide engine speed range from 2500 to 4500 rpm. Acceleration from 0 to 100 km/h in 3.2 seconds clearly illustrates this, as does the maximum speed of 315 km/h.


Explore the new Mercedes-Benz GLE 

The new Mercedes-Benz GLE is not only exceptionally dynamic and more comfortable on the road, it is also more competent off the beaten track than ever before. Its exterior design exudes strength and charisma and at the same time sets a new aerodynamic best value in its segment with a cd value = 0.29. The interior is even more spacious, the second row of seats is electrically adjustable as an option and a third seat row is available on request. The new driver assistance systems further increase the level of active safety. The infotainment system has larger screens, and optionally comes with a full-color head-up display with a resolution of 720 x 240 pixels and the MBUX interior assistant, which can recognize hand and arm movements and supports the driver's and front passenger's operating intentions. The new Mercedes-Benz GLE has a wealth of innovations. For example, the active suspension system E-ACTIVE BODY CONTROL on a 48 volt basis is a world first. While the driving assistance systems take another step forward with Active Stop-and-Go Assist. 


The GLE's control and display concept blends an elegant impression, value appeal and intelligence. It systematically pursues the aim of interaction between humans and technology – through gestures, touches and voice control. The instrument cluster and media display have a new dual design on a 12.3-inch high-resolution Widescreen Cockpit. The control systems are customizable and intuitively comprehensible through restyled representations and control feedback. 


To learn more about the latest Mercedes-Benz offers and services, customers can visit Al Mulla new Mercedes-Benz boutique at The Avenues, Grand Avenues, call the customer center at 1887888, follow the account on Instagram @MercedesBenzKuwait, or visit the website at

  •   Al Mulla Group Head Office,
         Free Trade Zone, Shuwaikh,
  •      Mailing address
         P.O. Box 177, Safat, 13002, Kuwait
  •   +965 2225 0888
  •   +965 2225 0880

About Al Mulla Group

Al Mulla Group is one of the largest diversified privately held business groups headquartered in Kuwait, driven by over 15,000 people from more than 35 countries, having affiliations with over 40 companies and subsidiaries, and exclusively representing over 200 renowned world-class brands.