The inauguration of an AMG Center at a Mercedes-Benz dealership is a rare event. Montreal now proudly hosts one of only 11 such locations worldwide. The Silver Star Mercedes-Benz dealership, part of Groupe Park Avenue, becomes the second site in Canada to feature this unique installation, celebrating the occasion with an event befitting the prestigious German brand.

"When we renovate our facilities, we strive to be pioneers in our field, which involves extensive research into industry trends," said Norman John Hébert, President and COO of Groupe Park Avenue, which operates 16 dealerships in the Montreal region.

Mr. Hébert highlights the group’s history of innovation with other dealerships, such as Audi Brossard, the first of its kind in North America, and Volvo Brossard, the second VRSE (Volvo Retail Sustainable Experience) center in Canada.

The new AMG Center results from a close partnership with AMG’s headquarters in Affalterbach, Germany. "For two years, we collaborated with AMG designers in Germany and then worked with local architects, designers, and contractors to turn a dream into reality," Hébert shared.

These centers represent an innovative approach to luxury automotive sales. With its distinctive architecture, the 1,858 m² (20,000 ft²) Mercedes-Benz Silver Star building embodies the AMG universe. Mercedes-AMG teams in Affalterbach designed the exterior and interior elements to reflect the brand’s bold, powerful, and dynamic spirit. A striking LED-lit facade and floor-to-ceiling glass panels create an exterior that hints at the immersive experience awaiting customers inside.

"The bright and vivid red accents, framed by a darker palette, symbolize power, passion, and performance. The selected materials establish an intentional connection with AMG’s values and vision," explained Gorden Wagener, Chief Designer at Mercedes-Benz.

"Last year, one in five passenger cars we sold in Canada was an AMG. There’s clearly a strong passion for performance and luxury in this country, especially in Quebec," noted Andreas Tetzloff, President and CEO of Mercedes-Benz Canada. "By creating a space where enthusiasts can immerse themselves in AMG’s motorsport-inspired universe, Mercedes-Benz Silver Star is meeting a real demand while fueling this passion," he added. As one of the country’s top-performing dealerships by sales volume, Silver Star has established itself as a leader in delivering the AMG experience.

Norman John Hébert echoed this sentiment: "With this new AMG brand center, we offer every customer an immersive experience. Visitors explore not only our vehicles but also the essence of AMG’s performance and innovation, making each visit unforgettable." These words reflect Groupe Park Avenue's commitment to reinventing the customer experience and creating a unique environment that inspires interest and passion.

During the event, guests experienced the thrill of motorsport with two racing simulators that allowed them to take the wheel of Mercedes-AMG GT4 race cars on virtual circuits. Mercedes-Benz Silver Star partnered with Advanced SimRacing, a Quebec-based company and the primary North American distributor of the official Mercedes-AMG GT simulation steering wheel. The simulators featured the official Mercedes-AMG platform, equipped with D-BOX motion technology for heightened immersion and realism. This platform, developed and marketed by D-BOX under license from Mercedes-Benz and Mercedes-AMG, brought the exhilarating world of AMG racing to life for attendees.