M O T O R I N G a d v ertisi n g feature
HEMMELS
Manufacturing the world’s finest classic Mercedes-Benz right here in the nation’s capital
T
he more perceptive of our readers may have noticed the growing numbers of classic MercedesBenz evident around the streets of Cardiff of late and wondered what was going on. Well, we’re going to
reveal all. Hemmels, the recognised leader in classic Mercedes-Benz restoration, have recently established their latest production facility right here in the capital city. This new location adds to their line-up in Wales, their Caerphillybased manufacturing plant and US facility in Palm Springs, California. The new facility, featuring an integrated showroom, is based on Cardiff’s Penarth Road, the capital of Wales’ motor industry. It’s here that the company is producing its latest line of classic Mercedes-Benz, the W113 SL, commonly known as the Pagoda SL. The Mercedes-Benz W113 is a two-seat roadster/coupé, introduced at the 1963 Geneva Motor Show, and produced from 1963 through 1971. It replaced the legendary 300 SL Gullwing – another product in demand in Hemmels’ product range. The company has built an enviable and unmatched reputation for quality and attention to detail, and is serving a rapidly growing international customer-base. Hemmels are currently producing their classic for export to a long list of countries that include the USA, Mexico, South Africa, China, Ireland, Scotland, England, France and Australia. Company founders, Jon Curley and Joseph Sullivan, recently took some time to talk with us about the company, business model, their products and reasons for locating to Cardiff. “Many in the classic car industry, a $7bn
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global industry, are talking about Hemmels’ stellar growth, and there’s often a misguided perception that we’re an overnight success.” says Jon. But as is so often the case, the reality is a different story. “Joseph and I planned our product strategy, go-to-market model, financing and market positioning for a very long time,” continues Jon. “Since our inception, we have aimed far higher than anyone else in terms of product quality, customer care, use of technology and online, and end-to-end delivery. All of these facets, when taken together, become a very powerful differentiator, and these are the drivers behind our growing international reputation and client base.” And what a phenomenal client base that is. Today, the company is proudly producing cars for some of the world’s leading names in business, industry leaders, sporting personalities, investment funds and stars of stage and screen. “We would never name names, or draw attention to our clients,” says Joseph, also technical director at Hemmels, and the man responsible for leading a growing international team of craftsmen, suppliers and service partners. “Discretion is key – we respect each client’s privacy and the trust they have shown in us.” Joseph is also responsible for international sourcing, travelling the world sourcing rare classic Mercedes-Benz to fulfil the company’s order book.
“This last month alone, I’ve been to the US twice – both coasts! – Hong Kong, France and Germany, either sourcing or establishing supplier relationships,” says Joseph. “We are constantly looking for better ways to serve our customers and build better products. I don’t see that slowing down with the opening of our latest US facility, also in California, and then we look eastwards for 2018, with plans for an Asian plant.” Having established their 7,500 square foot facility late last year, one would expect that Hemmels is well-positioned to serve the growing demand, at least for the near future, but that’s not the case. A combination of sales volumes exceeding expectation and a decision to extend the range of products being manufactured, means the company is already on the look-out for its next facility. “Whether we continue to scale vertically here in Wales, or take a horizontal approach and look beyond, is something we’re actively discussing – it’s feasible we may well do both,” says Jon. “We’d originally planned 10-15 new jobs in Cardiff, but that figure has already doubled. And we certainly have no lack of ambition!”
Hemmels’ new facility is based on Freeman’s Parc, Penarth Road, Cardiff. Showroom visits are strictly by appointment only. For more info, see www.hemmels.com