Construction has begun on the R110-million development of the DaimlerChrysler "brand campus" in Umhlanga.

Construction has begun on the R110 million development of the DaimlerChrysler "brand campus" in Umhlanga where the different brands will be displayed in separate showrooms.

The "brand campus" near the Gateway mall will feature Mercedes-Benz, Chrysler, Jeep and Mitsubishi brands on separate showroom floors.

DaimlerChrysler SA dealer partner manager Mike Johnston, told that the concept of the "brand campus" was "based on the principle of beneficial clustering, where each brand benefits from being positioned next to one another".

As CARtoday.com reported last year, the new concept sparked controversy when it was unveiled because it prompted a reshuffling of DaimlerChrysler dealerships and a revision of several franchisees’ agreements with the East London-based company.