Subaru Set to Move into Former Luxury Auto Dealership Site on Grant’s Mill in Irondale

A significant change is coming to the auto scene in Irondale, as the luxury car dealership at 1837 Grants Mill Road, previously home to Maserati, Fiat, and Alfa Romeo, has officially closed its doors. In its place, plans are underway to bring a Subaru dealership to the same location.

Benchmark Automotive, the current owner of the 4.4-acre property, is in the process of selling the Irondale site to Hallmark Auto Group, a Tennessee-based automotive giant. This company recently made headlines with its $40 million purchase of the Jim Burke Downtown Auto Mall, according to a report from the Cotton State Chronicle. The transition of the Subaru franchise to this prime location, which Benchmark has operated since 2017, marks another strategic move by Hallmark.

The Irondale property has seen its share of change. Benchmark previously sold a nearby dealership, Voyles Chrysler Dodge Jeep Ram of Birmingham, at 1313 Grants Mill Way, to a Georgia-based automotive group for $6.7 million in 2020.

While the departure of Maserati and Alfa Romeo may leave a gap in the luxury market, Irondale Mayor James D. Stewart remains optimistic. "We are sorry to see the Maserati and Alfa Romeo brands leave our Irondale Auto Mall, but we are excited about the addition of the Hallmark Group and Subaru," he stated.

Mayor Stewart believes that Subaru’s focus on catering to outdoor enthusiasts makes Irondale an ideal location. "With our natural assets like the Cahaba River and Ruffner Mountain, Irondale is perfectly suited to Subaru's brand, which appeals to hikers, bikers, and families who enjoy the great outdoors."

The upcoming arrival of Subaru to the Grants Mill site signifies a new chapter for the location, aligning with the community’s values and outdoor lifestyle, and positioning Irondale as a hub for both adventure-seekers and quality vehicles.