Mercedes-Benz Breaks New Ground In Etobicoke


Mercedes-Benz Canada’s president and CEO, Brian D. Fulton, vice-president, corporate retail, Robert Muller, and vice-president, network, training and process development, Freda Wang joined Ward 3 Etobicoke-Lakeshore Councillor Mark Grimes in breaking ground at Mercedes-Benz Etobicoke, the company’s first new concept dealership in North America.

This state-of-the-art building has been designed according to MAR2020 design standards, which represent a significant change in the company’s global retail approach.

“I couldn’t be more pleased to be marking the start of construction for the new Mercedes-Benz Etobicoke dealership,” said Fulton. “This outstanding addition to our Toronto Retail Group is sure to set the bar for dealership design as well as service. We’re thrilled to be expanding our footprint at this location and can’t wait to welcome in new and existing customers for a truly first class brand experience.”

In line with MAR2020 design principles, Mercedes-Benz Etobicoke will combine cutting-edge architecture with advanced technologies to create an environment in which the consumer leads every interaction. For example, depending on individual preferences and requirements, purchasing conversations might take place in any number of shared, multi-use spaces within the facility (e.g. lounge area, bar table, closed office, etc.) Throughout the dealership, multiple digital touchpoints will assist staff in offering mobile, interactive, and personalized customer service.

The 95,900-square-foot facility will occupy a six-acre site at the southeast corner of The Queensway and The East Mall, within easy access of two of the Greater Toronto Area’s busiest highways, the Gardiner Expressway and Highway 427. Three dedicated showrooms will provide visitors with immersive Mercedes-Benz, Mercedes-AMG, and Mercedes-Benz Vans brand experiences. The three showrooms have each been designed to have a brand-specific look and feel, with gallery-inspired spaces that highlight the company’s extensive product lineup. Additional features will include 37 service bays and at least 22 electric vehicle charging stations (20 level 2 chargers, with two level 3 chargers planned). In Canada, Richard Zeigler Architects are responsible for adapting the dealership’s design, which was originally conceived of by GRAFT in collaboration with the TRIAD creative agency as part of a two-stage international competition.

“When companies like Mercedes-Benz recognize the opportunity of growing their business in our community, it helps to solidify Etobicoke-Lakeshore’s status as a premier employment destination in the City of Toronto and to reinforce our community’s continued economic prosperity,” said Councillor Grimes.