The story of Deman Brussels is one of a family passion for automobiles, beginning in 1975 with Michel Deman. At just 23 years old, he launched his first business: a Shell service station where he also handled mechanical work. For five years, he and his wife worked tirelessly, driven by their love for cars.

In 1980, Michel took a new step by partnering with another enthusiast to acquire a dealership under the Mazda brand. This prosperous period saw the dealership expand, acquire new land, and establish additional garages. In 1990, Michel bought out his partner’s shares, further strengthening the family nature of the business. His brother, Bernard Deman, a multilingual business engineer, then joined the adventure, bringing significant added value.

Michel’s dream of representing a prestigious brand came true in 1994 when he became a Mercedes-Benz dealer in Brussels. Thanks to an effective strategy, he successfully reversed the sales trend in favor of Mercedes, thereby cementing the company’s reputation.