Mercedes-Benz starts construction of $30 million “new concept” dealership in Etobicoke

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Robert Muller, Vice President, Corporate Retail, Brian Fulton, President & CEO of Mercedes-Benz Canada, Ward 3 Councillor for Etobicoke-Lakeshore, Mark Grimes, and Freda Wang, Vice President, Network, Training and Process Development, break ground at the future site of Mercedes-Benz Etobicoke. (CNW Group/Mercedes-Benz Canada Inc.)

Ontario Construction News staff writer

Mercedes-Benz Canada has broken ground on a $30 million dealership in Etobicoke, which the company describes as its “first new concept dealership in North America.”

The structure, designed by Richard Zeigler Architect Inc., “has been designed according to MAR2020 design standards, which represent a signifiant change in the company’s retail approach,” the news release says.

Rochon Building Corporation is the general contractor. The 95,900 sq. ft. building will occupy a six-acre site at the southeast corner of The Queensway and The East Mall, near the Gardiner Expressway and Highway 427.

In the new model, the customer “leads every interaction,” Mercedes-Benz says in a statement. “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.”

“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,” the statement says. “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).

“I couldn’t be more pleased to be marking the start of construction for the new Mercedes-Benz Etobicoke dealership,” said Brian Fulton, president and CEO of Mercedes-Benz Canada. “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.”

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.

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