Mercedes-Benz Canada and Groupe Park Avenue have officially unveiled the AMG Brand Centre at Mercedes-Benz Silver Star in Montreal. Located at 7800 Décarie Boulevard, the new facility stands as one of only eleven AMG Brand Centres worldwide. It’s also the second of its kind in Canada.
“Last year, one out of every five passenger vehicles retailed in Canada was an AMG. There is clearly a strong demand in this country—especially in Quebec—for performance luxury,” said Andreas Tetzloff, CEO of Mercedes-Benz Canada. “By creating a space where enthusiasts can fully immerse themselves in the Mercedes-AMG world, we are fuelling this passion in a powerful and meaningful way.”
A Showcase of Performance and Luxury
The new AMG Brand Centre spans 20,000 square feet and serves as a dedicated space for showcasing AMG’s high-performance vehicles. The facility’s bold architecture, developed by Mercedes-AMG’s team in Affalterbach, Germany, reflects the brand’s distinct ethos of power, speed, and luxury. The exterior features a striking LED-lit façade and expansive windows. And there’s a dynamic customer experience that awaits inside.
Gorden Wagener, Chief Design Officer of Mercedes-Benz, highlighted the symbolism of the design.
“The pulsing red glow against a dark environment represents AMG’s core values—power, passion, and performance. Every material used in the centre was chosen to authentically reflect AMG’s commitment to innovation and luxury.”
The interior design features an exclusive “salon privé” area for AMG customers. There’s also a special delivery zone where new owners receive their vehicles in an unforgettable manner. The unique key presentation involves a machine that dramatically reveals the keys, rising from a podium as if they are hovering in mid-air. This presentation symbolizes the start of a thrilling journey for AMG owners, setting the tone for their overall experience.
Redefining the Automotive Retail Experience
Adjacent to the newly renovated Mercedes-Benz Silver Star facility, the AMG Brand Centre also showcases Mercedes-Benz’s forward-thinking approach to automotive retail. This new retail concept integrates personalized customer service with digital touchpoints, offering a seamless, immersive experience. It allows clients to engage with both the vehicles and the brand in a unique and interactive way.
Mercedes-Benz Silver Star is the first dealership in Quebec to adopt the innovative retail model, which emphasizes open, flowing spaces with minimal boundaries between interior and exterior areas. The space is designed to be flexible, capable of transforming into event venues for special brand showcases or customer events. This design reflects Mercedes-Benz’s broader vision of creating a highly engaging retail environment. It’s part of an effort to enhance the connection between customers and the brand.
“Opening the AMG Brand Centre goes beyond offering a sales space; it is about creating a deeper, emotional connection with the AMG brand,” said Norman Hébert, Executive Chairman of Groupe Park Avenue. Norman John Hébert, President and CEO of Groupe Park Avenue, added, “This centre transforms every customer interaction into an immersive experience, allowing visitors to discover AMG’s spirit of performance and innovation.”
Celebrating Quebec’s Passion for Motorsport
On October 8, 2024, Mercedes-Benz Silver Star hosted a grand opening event that celebrated the new AMG Brand Centre. Guests were treated to a high-octane experience with two racing simulators, which allowed them to drive virtual Mercedes-AMG GT4 race cars around a virtual track. These simulators were provided by Advanced SimRacing, a Quebec-based company that distributes the Official Mercedes-AMG GT Steering Wheel for Racing Simulation in North America.
The event also featured artwork by renowned Montreal-based artist Art Rotondo, whose motorsport-inspired pieces have gained international acclaim. Rotondo’s artwork has been previously showcased at Mercedes-Benz Silver Star events, including a special auction held earlier this year to support Big Brothers Big Sisters of Greater Montreal. Formula 1 driver George Russell, who participated in the event, signed two of Rotondo’s pieces, with proceeds benefiting the local charity.
Mercedes-Benz Canada continues to expand its presence in the Canadian market through its network of 57 dealerships, which sold 35,949 vehicles in 2023.
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