Max Beck, Lindsay Fox attract another car dealer to billion dollar precinct

Audi and Cupra will open at Essendon Fields next year.

Zagame Automotive is the latest dealership to commit to Essendon Fields, in Melbourne’s north west.

For Audi and Cupra, the two yards, due for completion next year, will contain 1400 square metres of showroom space and a 2400 sqm service garage.

All areas will cater for electric vehicles, with fast charging stations.

Zagame will join 18 rivals at the precinct – the largest single site collection of dealerships in the southern hemisphere.

Six months ago, we reported Dutton One committed to a 2044 sqm warehouse, 274 Lionel Street, for a prestige pre-owned showroom due to open this month.

Volvo set up there the year earlier while in 2021, Porsche opened a training centre.

Over 21,000 cars were sold at Essendon Fields Auto in each of 2022 – a record year – and 2023, a spokesperson said.

Another brand motors to Essendon Fields

Zagame Automotive also occupies a major property in the north west – the ex The Age printing press in Westmeadows, after paying $16m in 2015.

Its Essendon Fields dealerships will be at 346 Wirraway Road.

“This is a hugely exciting move for us,” company founder and managing director, Bobby Zagame, said (story continues below).

“We built our business by providing better customer experience and opening these two new showrooms at Essendon Fields simply allows us to offer customers more,” he added.

“Audi and Cupra have exceptional products and Essendon Fields is already home to some fantastic automotive brands, so together we will provide easy access for the huge number of people looking for a great experience,” according to the executive.

Essendon Fields has a catchment of more than a million people living within a 15 minute driving distance.

“The addition of both the Audi and CUPRA brands to Essendon Fields Auto again demonstrates the success of the auto mall concept established at Essendon Fields and that our accessible location is the best choice for dealers and their customers,” Essendon Fields chief executive officer, Brendan Pihan, said.

“Our track record showing consistent year-on-year sales growth is proof that the car buying public are voting with their feet to experience the widest choice, great service and competitive prices all in one location,” he added.

Essendon Fields is taking shape on 305ha Max Beck and Lindsay Fox acquired on a 99 year leasehold for $22.5m in 1998.

To date construction includes retail, including a DFO outlet, offices – one occupied by Linfox as its headquarters – and a Hyatt Hotel.

Upon building out the rest of the site, the end value of product has been mooted at well over a billion dollars.

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Marc Pallisco

A former property analyst and print journalist, Marc is the publisher of