About Us


We take a Different Approach

Our mission is to become the most guest-centric Mercedes-Benz dealership which is clear in the experience we offer here at Mercedes-Benz of Ft. Pierce. Whether you want to purchase your car 100% online, visit in person and see a friendly face, or are stopping by for your routine maintenance, we treat each guest with the same level of attention and professionalism so you can leave our dealership truly satisfied.

Photo of Mercedes-Benz of Ft. Pierce

General Manager

Leadership at Mercedes-Benz of Ft. Pierce

Our General Manager, Brian Sattar, has been in the automotive industry since 1985. He has worked with many manufactures including Subaru, Honda, Toyota, and with Mercedes-Benz since 1999. He moved from Connecticut to Florida in 2007, and would like to thank all of the loyal customers that have stayed with him for many years. To those in the Treasure Coast area that do not yet know Brian, he looks forward to welcoming you to to the dealership and to the Mercedes-Benz of Ft. Pierce family.

We're Happy When You're Happy

Coggin Automotive Group was founded by Luther Coggin Jr. when he opened the first Coggin dealership in Jacksonville, Florida in 1968. The brand has since grown to encompass 16 dealerships representing 12 different brands. As the late Luther Coggin Jr. was known for making others feel appreciated, the Coggin team continues to honor his memory and carry the same philosophy in all our business.

Photo of the late Luther Coggin Jr. Smiling



Coggin Automotive was founded in 1968 by Luther Coggin, a man who would go on to become a beacon in the Jacksonville community. Luther believed that family and community involvement were more important than business, and were in fact a key aspect of doing business in a community. We still aim to keep Mr. Coggin's legacy alive today by embracing the city of Jacksonville where we do our business. We aim to engage our communities with direct dialogue and partners, including charities, local government, planning boards, and chambers of commerce. Our team members remain the driving force behind our guest-centric philosophy. We strive to create a culture where team members are engaged and empowered to provide guests with a superior experience.

Learn more about our important partners and causes below.

Because we care.

Mercedes-Benz of Ft. Pierce is committed to making a positive impact on society.



When our customers choose to purchase their cars or service their vehicles with Mercedes-Benz of Ft. Pierce, they are showing trust in our company and our people. We believe that this trust comes with great responsibility. At Mercedes-Benz of Ft. Pierce, we strive to make our dealerships a great, safe place to work for our team members, and to make our community a better place to live.

We do this by striving to implement sustainable practices, giving back to local charities, and focusing on providing a diverse and inclusive work environment. In 2021, Mercedes-Benz of Ft. Pierce team members received 40 paid volunteer hours to support local charities and non-profits, an increase from eight paid volunteer hours in 2020. This change enables Mercedes-Benz of Ft. Pierce team members to volunteer more of their time to many worthy causes within our community.



As part of Asbury Automotive Group, Mercedes-Benz of Ft. Pierce has worked in part to add to the great success of Asbury. We aim to live up to the Asbury Automotive motto, to be "The most guest centric automotive retailer". In 2021, We raised over $170,000 for Historically Black Colleges and Universities (HBCU) through the HBCU Change Program as well as $37,113 for Big Brothers Big Sisters program. Our CEO and Vice President of Corporate Development and Real Estate maintain oversight of our energy management approach.

We collaborate with third-party utility auditors to track our energy usage and identify usage spikes to avoid leaks or waste; Mercedes-Benz of Ft. Pierce uses this data to see if our initiatives are working as expected. As part of our overall approach to managing our environmental impacts, we prioritize projects that will maximize our energy usage reduction while also delivering a return on our investment.

Our Sales Department

Welcome to Mercedes-Benz of Ft. Pierce, the premier Mercedes-Benz dealership serving Fort Pierce, Florida. Conveniently located on South US Highway in Fort Pierce, Mercedes-Benz of Ft. Pierce is the ideal location for those looking for a new Mercedes-Benz or used car in Fort Pierce, near Stuart, Jensen Beach, Vero Beach, Palm City and Port St. Lucie, FL. As a full service Mercedes-Benz dealership, Mercedes-Benz of Ft. Pierce offers several services in addition to providing new & used Mercedes-Benz vehicles, including Mercedes-Benz service, Mercedes-Benz parts, and Mercedes-Benz finance.

At Mercedes-Benz of Ft. Pierce Fort Pierce, we take pride in our superior customer service and nothing is more important to us than providing our customers with the best service in Fort Pierce. When you arrive at Mercedes-Benz of Ft. Pierce, either come inside and speak with a member of our sales staff or take your time to walk the lot and showroom at your own pace. On the lot, you will find a wide selection of the new Mercedes-Benz, including: The Mercedes-Benz E 350, GLC 300, C 300, and GLE 350. For used cars, Mercedes-Benz of Ft. Pierce has an extensive collection of used and certified pre-owned Mercedes-Benz. Cars that receive the Mercedes-Benz Certified Pre-Owned designation are some of the highest quality used cars available. Mercedes-Benz of Ft. Pierce is also pleased to offer a large selection of lease and finance specials. We update our specials often, so be sure to check back frequently!

Our Service Department

Mercedes-Benz of Ft. Pierce has factory-trained technicians that will service your Mercedes-Benz vehicles for repairs, scheduled maintenance, oil changes, tire rotations, brake service and much more. This state-of-the-art facility is located in Ft. Pierce, FL, and their highly experienced staff is ready to take care of your Mercedes-Benz service needs. The Mercedes-Benz of Ft. Pierce parts department also located in Ft. Pierce, FL, has a large inventory with thousands of Mercedes-Benz parts, including oil and air filters, to meet your vehicle needs.

"We're happy when you're happy."

Start to finish, a pleasant experience. Phone conversations, paperwork, delivery all very professional
Robin Casey
Google Review
See what others are saying about us!

What Our Recent Customers Say

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4 weeks ago

Just leases a Mercedes SUV. The experience was great. They took my 2020 Mercedes’ and put me in a new one. Same price with nothing down. Salesperson Michelle was amazing. Very professional and...


6 months ago

Very positive experience, no pressure sales and Michele Goff was incredible to work with. I would recommend this dealership, and Michele, to anyone looking for a Mercedes.


7 months ago

What a dealership SHOULD be! Sales executive George and manager Brian are honest, thoughtful and efficient. They take the extra time to make sure you are not only satisfied but knowledgeable about all...

Sales Hours

  • Monday 9:00AM - 7:00PM
  • Tuesday 9:00AM - 7:00PM
  • Wednesday 9:00AM - 7:00PM
  • Thursday 9:00AM - 7:00PM
  • Friday 9:00AM - 7:00PM
  • Saturday 9:00AM - 6:00PM
  • Sunday Closed

Service Hours

  • Monday 7:00AM - 5:30PM
  • Tuesday 7:00AM - 5:30PM
  • Wednesday 7:00AM - 5:30PM
  • Thursday 7:00AM - 5:30PM
  • Friday 7:00AM - 5:30PM
  • Saturday 8:00AM - 3:00PM
  • Sunday Closed

Parts Hours

  • Monday 7:00AM - 5:30PM
  • Tuesday 7:00AM - 5:30PM
  • Wednesday 7:00AM - 5:30PM
  • Thursday 7:00AM - 5:30PM
  • Friday 7:00AM - 5:30PM
  • Saturday 8:00AM - 3:00PM
  • Sunday Closed