The new Mercedes-Benz dealership in south Etobicoke has a North American first attached to it, the company’s AMG Brand Centre.

“Congratulations to the whole Mercedes-Benz Toronto Queensway team on this outstanding new facility, including the first AMG Brand Centre in North America,” said Andreas Tetzloff, CEO of Mercedes-Benz Canada, in a news release. “In Canada, approximately one out of every five (Mercedes) 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.”

The AMG Brand Centre is the 10th of its kind in the world. It is located at the new, 12,540-square-metre Mercedes-Benz Toronto Queensway dealership at 1631 The Queensway.

The AMG Brand Centre is its own immersive 610-square-metre space adjacent to the dealership. It serves as a dedicated showcase for the high-performance Mercedes-AMG brand.

It features a lounge, a delivery area exclusively for AMG vehicles and AMG experts who are specially trained to guide customers through the experience.

The new facility was launched with young people from Big Brothers Big Sisters. The event included Canadian race car driver Marc Lafleur, a former BBBS mentee (Little) who provided an inspirational talk, as well as Demi Chalkias, driver of the No. 34 Mercedes-AMG GT4 with JMF Motorsports, who will be featured in a soon-to-be released documentary about women in motorsport.

Mercedes-Benz Canada is a sponsor of BBBS of Canada. Its Driving Your Future events are meant to uplift and empower the next generation of Canadians.

“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,” Lafleur told the kids. “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.”

Mercedes-Benz Toronto Queensway features 35 service bays, including seven within a specialty area for cargo and passenger vans. There are also 21 Level 2 Chargers (9.6 kW) and three Level 3 high-speed chargers (62.5 kW) for electric vehicles.