Mercedes-Benz Canada and Groupe Park Avenue opened a new AMG Brand Centre at Mercedes-Benz Silver Star in Montréal, Qué., as one of only 11 such centres in the world.
The company said that last year, one out of every five of their passenger vehicles retailed in Canada was an AMG. “There is clearly a passion in this country — particularly in Quebéc — for performance luxury,” said Andreas Tetzloff, CEO of Mercedes-Benz Canada, in a statement.
He added that by creating a space where enthusiasts can be “immersed in the track-bred world of Mercedes-AMG,” Mercedes-Benz Silver Star is meeting a clear demand.
Located at at 7800 Décarie Blvd in centre-west Montréal, the 1,858 m2 (or 20,000 ft2) facility is a dedicated AMG showcase. There is an LED exterior façade and large feature windows running the length of the building that aims to catch the eye of consumers. The exterior design is meant to set the tone for the experience they will have when they step inside the building.
“Glowing pulsing red, accented in a dark environment, symbolizes power, passion, and performance,” said Gorden Wagener, Chief Design Officer at Mercedes-Benz, in a statement. “The materials used are characterized by their authenticity and deliberately create a connection to the brand’s values and vision.”
Inside, the centre features a “salon privé” for AMG customers, along with a special delivery area exclusively for AMG vehicles. There is a machine that “unboxes the star” of a key as the customer takes it to their new vehicle, which is then presented by rising from a podium, appearing to hover above it.
Norman Hébert, Executive Chairman of Groupe Park Avenue, said the opening of the new centre goes beyond just a sales space. “We have designed this space to create deep connections between our clients and the AMG brand, emphasizing authenticity and emotion,” he said.
