• Atlanta

Why Mercedes-Benz Bet on Central Perimeter

By Savannah Durban, Communications Specialist

The cost of doing business, access to top talent and Hartsfield-Jackson International Airport are just a few of the reasons top automobile company Mercedes-Benz selected Atlanta as the new home of its North American headquarters. The company’s $93 million, 12-acre campus eventually will be home to more than 1,000 corporate jobs.

At a recent Cushman & Wakefield event, John O’Neill, Regional Managing Principal at Cushman & Wakefield, sat down with Lars Minns, head of HR at Mercedes-Benz. While most large companies are seeking space in the CBD or growing suburban markets like Alpharetta, Merecedes-Benz chose Central Perimeter, where the headquarters of several other companies are located.

Lars Minns and John O’Neill

“We knew the demographic we wanted to attract and where they lived,” Lars said. “Central Perimeter affords access to talent as well as Hartsfield-Jackson International Airport. The thought of getting our employees to and from the office was very important, and this location was key.”

With 40% of its employees located north and 60% employees located south of Central Perimeter, the market was a natural fit.

Upon announcing its intent to relocate to Atlanta, the company needed to fill a significant amount of positions – and fast. Lars said the company created a LinkedIn page, receiving over 10,000 truly qualified candidates. By November 2017, Mercedes-Benz had hired an additional 300 employees.

With a relocation of this size, the company’s culture is likely to shift and evolve. It was important to the company to have a space that would foster collaboration, especially considering the campus spans more than 200,000 square feet, so they focused on creating spaces that would foster what Lars called “natural collision opportunities.” He also mentioned that instead of the executives being bunched in the same area, they are installed in their business units to make them more accessible and in touch with their employees.

Additional features of the campus include a conference center, child care facility, cafeteria, coffee bar and walking trail. The company moved in March 2018.

Savannah Durban is a Communications Specialist based in Cushman & Wakefield’s Atlanta office. Ms. Durban leads strategic media relations and thought leadership efforts for the Atlanta office, and oversees the firm’s online presence including managing the blog and social media efforts. 

  • Atlanta

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