Iconic Mercedes-Benz Dealership Starts a New Phase in its History

Share Article

One of Australia's oldest new car dealerships, Worrells Motors, has commenced a new phase in its almost 90-year history.

Mercedes-Benz Logo

The new Mercedes-Benz Toorak carries on the proud tradition of ‘customer first' practised by John Worrell and his father E.J Worrell before him.

One of Australia's oldest new car dealerships, Worrells Motors, has commenced a new phase in its almost 90-year history. The famous Toorak (Victoria) luxury car dealership has changed its name to Mercedes-Benz Toorak.

Worrells Motors was established in 1921 alongside another local icon, the Toorak Hotel (known affectionately as the Tok H"). It moved to its current location in Carters Avenue, Toorak in 1931.

Apart from being one of the longest continuously licensed motor vehicle dealerships in Victoria, Worrells is the only New Car Dealership situated in Toorak, long regarded as Melbourne's pre eminent and most exclusive suburb.

The new Mercedes-Benz Toorak carries on the proud tradition of ‘customer first' practised by John Worrell and his father E.J Worrell before him.

In 1931, when the dealership moved to what was originally a set of horse stables in Carters Avenue, the depression was in full swing and selling new cars, especially prestige marques, was a challenge.

Famous automotive makes such as Talbot, Healey, and Hispano Suiza have graced the showroom floor at Worrells, but it is Mercedes-Benz that has etched the dealership into the consciousness of Melbournians.

The entire product range from the German luxury and sports car-maker has been sold from the famous Carters Avenue showroom; the smallest being a smart fortwo, the most powerful a 493kW SL 65 AMG Black Series and the most expensive the super-luxurious Maybach. This may represents a price spread of more than one million dollars but it neatly summarises what Mercedes-Benz Toorak has consistently focussed on for almost 90 years: it is all about the customer, regardless of how much they spend.

The President and CEO of Mercedes-Benz Australia Pacific, Mr Wolfgang D. Schrempp said "On more than one occasion both John Worrell and Karl Hagen have said this business is about the relationship between the customer and the dealership's people and I couldn't agree more. That was, is and shall always be the focus of this dealership.

"At Mercedes-Benz we take heritage seriously and we are genuinely proud to have the stewardship and ownership of this Melbourne icon as it moves into its centenary."

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Peter Fadeyev
Mercedes-Benz Toorak
+ 61 (0) 3 9566 9240
Email >

David McCarthy
Mercedes-Benz Toorak
+ 61 (0) 3 9566 9251
Email >
Visit website