- The AMG Brand Centre is adjacent to a new
state-of-the-art, 12,540
m2 (140,000 square foot) facility that
showcases Mercedes-Benz's vision for the future of automotive
retail.
- The first facility of its kind in North America – and only the 10th
in the world – the AMG Brand Centre at Mercedes-Benz Toronto
Queensway features distinctive AMG elements that immerse customers
in performance luxury.
- To celebrate the new facility, young people from Big Brothers
Big Sisters (BBBS) took part in "Driving Your Future at
Mercedes-Benz Toronto Queensway," an empowering, motorsport-themed
evening featuring inspirational talks from Marc Lafleur, a Canadian entrepreneur, race-car
driver, and former BBBS mentee ("Little"), and Demi Chalkias, driver of the #34 Mercedes-AMG
GT4 with JMF Motorsports, who is featured in a soon to be released
documentary about women in motorsport.
TORONTO, April 25,
2024 /CNW/ - The new Mercedes-Benz Toronto Queensway
dealership is now open, and it includes North America's first AMG Brand
Centre. This cutting-edge, 12,540
m2 (140,000 square foot) facility was built
according to the luxury brand's latest design concept, which
represents its vision for the future of automotive retail. The AMG
Brand Centre is a distinct, immersive 610
m2 (6,536 square foot) space adjacent to the
Mercedes-Benz dealership, which serves as a dedicated showcase for
Mercedes-Benz's high-performance specialty brand, Mercedes-AMG. It
features a private lounge, a delivery area exclusively for AMG
vehicles, and AMG experts who are specially trained to guide
customers through the experience.
"Congratulations to the whole Mercedes-Benz Toronto Queensway
team on this outstanding new facility, including the first AMG
Brand Centre in North
America," says Andreas
Tetzloff, CEO, Mercedes-Benz
Canada. "In Canada, approximately one out of every five
passenger vehicles retailed is an AMG. By creating a space where
enthusiasts can be immersed in the track-bred world of
Mercedes-AMG, the team at Mercedes-Benz Toronto Queensway is
investing in our customers and their passion for performance
luxury."
"We're proud to be expanding our partnership with Mercedes-Benz Canada and to be bringing this
world-class facility to life in Toronto," says Joe
Zanchin, Founder and Chairman of Zanchin Automotive Group.
"Mercedes-Benz offers an exceptional, unique take on modern luxury
and we're excited to offer Canadians a new dealership experience
with North America's first AMG
Brand Centre."
Mercedes-Benz Toronto Queensway is located at 1631 The Queensway
in Etobicoke, near the
intersection of Highway 427 and the Gardiner Expressway. The
building's strong AMG influence is evident even at first glance,
with distinctive AMG architecture, a radiating LED façade, and a
clear AMG logo. The Mercedes-AMG team in Affalterbach, Germany, developed the AMG Brand Centre's
exterior and interior design elements to reflect the bold, raw, and
dynamic AMG ethos, which features a black, white, and red colour
palette.
"Glowing pulsing red, accented in a dark environment, symbolizes
power, passion, and performance. The materials used are
characterized by their authenticity and deliberately create a
connection to the brand's values and vision," says Gorden Wagener, Chief Design Officer,
Mercedes-Benz.
The AMG Brand Centre is adjacent
to a state-of-the-art facility that represents Mercedes-Benz's
vision for the future of automotive retail
Mercedes-Benz Toronto Queensway dealership is an expansive,
state-of-the-art facility that embodies Mercedes-Benz's vision for
the future of automotive retail. The facility's design concept
–developed by the Stuttgart-based,
Mercedes-Benz Design Team – envelops visitors in a feeling of
modern luxury.
The building's largely transparent façade creates a flowing
transition between its interior and exterior, with boundaries
deliberately kept to a minimum to maintain a feeling of
spaciousness. Throughout the sales and service journey, a
combination of spatial design, innovative processes, and seamlessly
integrated digital platforms turns the showroom into a true brand
experience. Dynamic video content is displayed on eighteen large
digital screens, the largest of which is an impressive 2 m by 7.2 m.
Capable of showing a wide range of presentation formats, these
screens can be used to complement the vehicles on the showroom
floor.
In the dealership's public spaces, every element has been
designed to enhance the customer's interactions with the vehicles.
Administrative tasks are reduced or streamlined via integrated
digital platforms, allowing customers to enjoy the world's most
desirable cars without visual distraction or interruption. The
retail concept combines personal interactions and traditional
services with digital touchpoints that centralize information,
allowing a smooth and efficient experience across all departments,
from sales to financing and service.
The facility at Mercedes-Benz Toronto Queensway features 35
service bays, including 7 within a specialty area for cargo and
passenger vans. It also includes charging infrastructure for
electric vehicles, with 21 Level 2 Chargers (9.6 kW) and three
Level 3 High-Speed Chargers (62.5 kW).
The design and digital processes at the facility create an
enhanced experience for customers arriving for service
appointments, as well. Upon arrival, visitors drive their vehicles
into an indoor service-reception area, where they are greeted by a
Service Advisor who is already aware of the appointment details
with the help of the dealership's integrated digital platforms.
A space designed to be
experienced
The AMG Brand Centre has been designed to host brand events and
experiences for AMG enthusiasts. To celebrate the opening of the
new facility, while showcasing the AMG Brand Centre's potential as
a unique event venue, Mercedes-Benz invited young people from the
community organization Big Brothers Big Sisters (BBBS) to an
empowering, motorsport-themed evening. "Driving Your Future at
Mercedes-Benz Toronto Queensway" featured inspirational talks from
Canadian entrepreneur, race-car driver, and former mentee
("Little") in BBBS programs, Marc
Lafleur, and Canadian racecar driver featured in an upcoming
documentary about women in motorsport, Demi
Chalkias.
Lafleur comes from very humble beginnings. He remembers
attending high school with holes in his shoes. He found his niche
in entrepreneurship and in 2016, he founded truLOCAL, an online
marketplace for consumers to connect with local farmers and
producers. In five years, he successfully built the company into a
team of more than 60 people, expanding across Canada and the U.S.
In 2021, he sold the business for $16.8
million. A motorsport enthusiast from a young age, Lafleur
was able to fulfil a lifelong dream of buying a car and racing
following the sale of TruLOCAL. In 2022, he became the CASC Pirelli
Sprint GT3 Champion and Rookie of the Year.
Lafleur is passionate about sharing his story as an example that
anyone, from any background, can find success.
"As a former 'Little' with Big Brothers Big Sisters, for me to
be here talking to these young people is truly a full-circle
moment. It's an honour to work with Mercedes-Benz, helping to
empower kids to drive their futures," says Lafleur. "I hope my
story will be an example to these bright young people that anyone
can find success by identifying their passion, setting their goals,
laying out a route, and steering their lives in the direction – and
to the destination – they've chosen."
Chalkias also overcame a variety of challenges – both financial
and health-related - to achieve her dream of racing professionally.
She now drives the #34 Mercedes-AMG GT4 with JMF Motorsports and is
featured in a soon-to-be-released documentary about women in
motorsport. She now uses her platform as a professional driver to
inspire young people to find their passions and go after what they
want.
"I love being involved in events like 'Driving Your Future.'
There is nothing more rewarding than knowing you have made a
positive difference for a young person," says Chalkias. "As much as
possible, I want to inspire young people to identify what they want
and to go after it."
Mercedes-Benz Canada is proud to
partner with BBBS of Canada to ignite the potential of Canada's
young people through the power of mentorship. "Driving Your Future"
events are designed to uplift and empower the next generation of
Canadian youth, offering inspiration and encouragement to reach
their full potential.
"Driving Your Future is an extension of how Mercedes-Benz leads
and accelerates change. As an organization, our approach is to
think globally and act locally. It's wonderful to see the team at
Mercedes-Benz Toronto Queensway inaugurate their beautiful new
facility by extending our national partnership with Big Brothers
Big Sisters to the local level by hosting kids from local chapters
for an inspirational evening featuring two impressive Canadian
motorsport personalities," says Tetzloff.
As part of the national partnership, Mercedes-Benz Canada is the title sponsor of
BBBSC's National Youth Mentoring Advisory Council (NYMAC). This
nationwide consortium of youth experts (aged 17-28) is helping to
shape the future of mentorship in Canada. NYMAC provides consultation,
undertakes projects, and takes a leadership role in supporting Big
Brothers Big Sisters of Canada on issues related to youth
mentoring. NYMAC members ensure the voice of Canadian youth
authentically informs the work of BBBSC. NYMAC members Anna Chandra and Kira
McCarron participated in "Driving Your Future at
Mercedes-Benz Toronto Queensway" as emcees for the evening.
"Our Driving Your Future partnership with Mercedes-Benz Canada is building connections
with communities through our National Youth Mentorship Advisory
Council. NYMAC youth ambassadors will unlock potential,
working closely with their local communities to expand
possibilities for young Canadians facing adversities," says
Jill Zelmanovits, President and CEO,
Big Brothers Big Sisters of Canada.
About The Zanchin Automotive
Group
The Zanchin Automotive Group established its roots in
Vaughan, Ontario with a single
dealership – Number 7 Honda, which opened for business in 1973.
Joe Zanchin came to Canada from
Italy with nothing more than a
dream of establishing a better life. Through a passion for
automobiles, dedication and hard work, the Zanchin Automotive Group
has grown to become one of Canada's largest dealer groups with 39
locations in Ontario. The Group is
dedicated to service excellence, community engagement, and building
a solid reputation of trust in the automotive industry – both with
the manufacturers they represent and the guests they serve. Learn
more at zanchinauto.com.
About Mercedes-Benz Canada
Mercedes-Benz Canada Inc. is responsible for the distribution,
marketing and customer service of Mercedes-Benz, Mercedes-AMG,
Mercedes-Maybach, and G-Class, including combustion, plug-in
hybrid, and all-electric models, as well as Mercedes-Benz Vans.
Headquartered in Mississauga,
Ontario, Mercedes-Benz Canada
employs approximately 250 people across Canada. Through a
nationwide network of 59 authorized dealerships, Mercedes-Benz Canada sold 35,949 vehicles in
2023.
Further information from Mercedes-Benz
Canada is available at media.mercedes-benz.ca.
SOURCE Mercedes-Benz Canada Inc.