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Retail Industry News

LSH Auto supports Birmingham Pride 2021


LSH Auto is proud to announce its participation in Birmingham Pride 2021, set to take place over the weekend of Saturday 25th and Sunday 26th September.

LSH Auto supports Birmingham Pride 2021


"We're looking forward to coming together with our local community over the weekend to celebrate LGBTQ achievement, life and love."
Ian Williams, Head of Human Resources for LSH Auto



LSH Auto colleagues and Mercedes-Benz vehicles will join the iconic Birmingham Pride Parade before making their way to a Mercedes-Benz stand in the main festival area for the duration of the celebrations.

Ian Williams, Head of Human Resources for LSH Auto, said: “We are delighted to support Birmingham Pride in its aim to build a community where all people are free to live without fear or prejudice. The Birmingham Pride team runs year-round projects and partnerships to improve the lives of the LGBTQ+ community in Birmingham and the wider West Midlands and we hope we can grow and develop our relationship with them.

“Two of our core values at LSH Auto are integrity and social responsibility. We respect our colleagues, customers and community and care about diversity, wellbeing, and mental health, so our support and involvement in Birmingham Pride is a perfect match.

“Our colleagues from Mercedes-Benz of Erdington, Birmingham, Solihull and Tamworth are looking forward to coming together with our local community over the weekend to celebrate LGBTQ+ achievement, life and love. We will also be joined by some of our colleagues from Mercedes-Benz of Stockport, Whitefield and Macclesfield as the whole business supports the celebrations.”

Birmingham Pride held its first event back in 1997. Over the following 24 years it has become one of the most important LGBTQ+ festivals in the UK, attracting more than 40,000 people over the course of the weekend to the festival site in the heart of the LGBTQ+ village and over 75,000 participating in or watching the annual pride parade through the streets of Birmingham.

This year’s theme is ‘Stronger Together’ demonstrating the festival’s commitment to stand in unity with all members of the LGBTQ+ community. 

The event starts at Victoria Square in the heart of the city centre from 11am and the parade through the city, which is free for all to attend, starts from 12 noon, making its way to the LGBTQ+ village.

In addition to the parade, tickets are now on sale to gain access to the street party, main stage, dance arena, cabaret stage, funfair and bars. This year’s headline acts include Cheryl, Eve, Riton, Katy B, Sophie Ellis-Bextor, Ms Banks, Boney M with Maizie Williams, Baga Chipz, Andrea Di Giovannie, Aaron Porter and Rainbow Voices. As part of its support for Birmingham Pride, LSH Auto colleagues will be chauffeuring performers from the green room to the main stage in Mercedes-Benz vehicles.

Martyn Webb, Managing Director LSH Auto, said: “We’re really pleased to be supporting Birmingham Pride 2021 and look forward to joining our local community for the celebrations. We hope to see many of our customers over the course of the weekend, whether they join us for the parade or have bought tickets to enjoy the rest of the festival too. We also look forward to making new friends over the weekend and would encourage festival goers to pop over to our stand to say hello and take a few photos with our colleagues and our Mercedes-Benz display vehicles.”

LSH Auto UK is part of the world’s largest Mercedes-Benz dealership group (LSH International), with more than 140 premier Mercedes-Benz dealerships worldwide.

With Mercedes-Benz dealerships in the Midlands and the North West, LSH Auto offers all-new models from the Mercedes-Benz and smart car collection, premium approved used vehicles and exceptional aftersales services including maintenance, repairs, servicing, parts and accessories.

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