First AMG Brand Centre in North America Opens in Toronto

It’s no coincidence that North America’s first AMG Brand Centre just opened in Toronto. This city, indeed this entire country, has an unusual predilection for muscular German luxury cars.

“In Canada, approximately one out of every five passenger vehicles retailed is an AMG,” says Andreas Tetzloff, CEO, Mercedes-Benz Canada. “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 enormous new AMG Brand Centre — 610 square-metres, or 6,536 square foot — is adjacent to the new Mercedes-Benz Queensway dealership, and offers a distinct space for fans and customers to immerse themselves in the brand. There’s a private lounge and delivery area exclusively for AMG vehicles. And, should you be in the market, specially-trained AMG experts are on hand to guide customers through the expansive product lineup and bespoke build process.

It’s as close as you can get to the heart of AMG without making a pilgrimage to the company’s headquarters in Affalterbach, Germany. In fact, the Mercedes-AMG design team in Affalterbach was responsible for developing the new AMG Brand Centre’s appearance, which they say reflects the “bold, raw, and dynamic AMG ethos.”

Gorden Wagener, chief design officer at Mercedes-Benz, explains: “Glowing pulsing red, accented in a dark environment, symbolizes power, passion, and performance. The materials used are characterized by their authenticity and deliberately create a connection to the brand’s values and vision.”

But the AMG Brand Centre is a space for more than just cars; it will be used to enrich the community it serves as well. To that end, Mercedes invited young people from Big Brothers Big Sisters (BBBS) to participate in an exciting, motorsport-themed grand opening celebration. Canada’s own Demi Chalkias, driver of the #34 Mercedes-AMG GT4 with JMF Motorsports, was on hand for grand opening.

Canadian entrepreneur, race-car driver and former mentee (“Little”) in BBBS programs, Marc Lafleur, gave a speech extolling the value of mentorship and inspiration. He came from humble beginnings before founding truLOCAL, an online marketplace for consumers to connect with local farmers and producers. The business was a success, and he was eventually able to fulfil a lifelong dream of buying a racecar. By 2022, he was CASC Pirelli Sprint GT3 Champion and Rookie of the Year.

“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,” says Lafleur. “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.”

Similarly, the story of AMG is all about identifying passion and steering in that direction. Over 50 years ago, two engineers named Hans Werner Aufrecht (the “A” in AMG) and Erhard Melcher (“M”) were developing racing engines for Daimler-Benz when the company suddenly stopped all motorsport activities. But, their passion for motorsport continued. In the garage at Aufrecht’s house in Grossaspach (“G”) they kept developing high-power racing engines. In 1965, a Mercedes-Benz 300 SE with an engine they made won 10 races in the German Touring Car Championship. A couple years later, the two engineers left Mercedes to start their own business, and AMG was born. From their workshop came a string of racing and road cars that are among the most revered and exciting ever made.

Luckily, you don’t have to take our word for it though. Head over the new AMG Brand Centre to see for yourself.

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