Tafel Motors is preparing for a multi-million dollar renovation of its Shelbyville Road Mercedes-Benz dealership that will expand all aspects of its operation.

“We are going with what Mercedes-Benz calls the AutoHaus design – very sleek, professional styling. It’s a very open design with a distinct European feel,” said Joe Atkinson, Tafel’s director of operations.

Tafel Motors multi-million dollar renovation project will include an expanded showroom and customer and car service areas.

The renovations will include a new facade and expanding the showroom, customer lounge, lifestyle boutique – where Tafel sells Mercedes-Benz apparel and accessories – and the service area.

“The entire face of the dealership will be changed; this is not just a simple makeover,” Atkinson said.

The Mercedes-Benz AutoHaus design is characterized by glass walls, a soft color palate and contemporary furniture. Work is expected to be finished by the fall.

“Tafel’s owner, David Peterson, wants customers to have a much better shopping and service experience,” Atkinson said. “This is a sign of the faith he has in the community.”

Tafel’s MINI Cooper dealership is scheduled to open on April 15.

Peterson’s ultimate plan is to create an automotive campus at the corner of Shelbyville Road and Hubbards Lane, which will include a new MINI Cooper dealership, Atkinson said. 

Atkinson credits Tafel’s ability to weather the poor economy to a combination of car and customer service.

“Buyers want to invest in outstanding value and want to buy from those who value their business,” Atkinson said.

Construction is underway on Tafel’s MINI Cooper dealership, which is set to open April 15.

“The MINI dealership will  have two floors and up to 10 service bays. It will also have a sizeable customer lounge,” Atkinson said.

“We look for (the MINI dealership) to become a point of pride,” Atkinson said. “We want people to enjoy coming here to buy a car and we want them to enjoy getting service here.”

The plan will not include the old St. Matthews Woman’s Club property, which Peterson bought last month.

“Mr. Peterson has purchased the land, but he hasn’t committed to anything yet,” Atkinson said. “There are no plans for it as of yet.”

Tafel Mercedes-Benz will have a Renovation Celebration promotion to help entice customers to visit during construction.

“We understand that we are asking people to come in when we are not at our best, with all the dirt and construction, so we are offering some little incentives,” Atkinson said.