Glauser opens Mercedes dealership in Westminster

WESTMINSTER — Chad Glauser is going to be displaying a $400,000 Mybach at the grand opening celebration Nov. 5 of Glauser Mercedes-Benz, a car dealership at 10391 Westminster Blvd.

In addition to Mercedes-Benz, the Glausers operate a Mybach franchise through the dealership.

The Mybach, which rubs elbows with the Bentley and the Rolls Royce, has the reputation of being one of the finest crafted vehicles money can buy. The starting price is $300,000 and can easily mount to $500,000.

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For the money, the owner can call the shots in every step of the custom, computer-design process, and the car is built in a Mercedes-Benz factory in Germany.

The car also reflects the image Glauser wants to project at his new 50,000-square-foot dealership in Westminster where he hopes to sell 900 vehicles during the first year of operation.

This is the Glausers’ second Mercedes-Benz dealership. The first is in Sarasota, Fla., which was opened two decades ago by Chad’s father, Jerry Glauser, who remains involved in the company.

$8.5 million building

The Glausers spent $4.5 million on the 7.5 acres of land in Westminster and $8.5 million on the building that features sandstone, hardwood and clerestory glass. It is visible from U.S. 36 and easily accessed off of 104th Avenue.

Glauser Co-manager Nick Digiacomo said while the new cars are an attraction, the quality of the service department is what will help grow market share. “Mr. Glauser’s No. 1 thing is service,” he said. That is evident in the breakdown of the staff. The dealership has a staff of 44 employees — two managers, seven salespeople and three administrative assistants. The remaining 22 employees work in the service department.

Two independent auto dealers in the Boulder Valley that buy and sell used Mercedes don’t see Glauser as a threat.

Dave Ott, parts and service manager at Gunbarrel Import Motors in Niwot, north of Boulder, said he’s “not worried. We talked about it. The new dealership will bring more cars into the area and generate more enthusiasm.”

Gunbarrel has an extensive service department and specializes in Mercedes, Porches, Audis and BMWs.

Diana Greenberg, who with her husband, Sanford, own First Class Imports in Boulder, said the new dealership shouldn’t affect her business. “We are a small independent, and we have a loyal group of customers,” she said. First Class sells and services used Mercedes-Benz, Audis BMWs, Porches and specialty domestic cars.

Glauser is the third Mercedes-Benz dealership in the Denver metro area. There is Murray Motors in Denver and European Motor Cars in Littleton. Glauser said market research indicated there was room for a Mercedes-Benz dealership in Westminster, and that Mercedes wanted a presence in northern Denver. Mercedes-Benz dealerships must be at least 12 miles apart. “We’re already seeing interest from people who live in Boulder,” he said.

Glauser opened Aug. 4 and continues to add finishing touches to the display areas as the lot fills with vehicles. “We’ve had a good start, but we haven’t hit stride, yet,” Glauser said.