Driving Your Future:

Mercedes-Benz Kelowna

A Celebration of Women in Motorsport

In the heart of Kelowna, a revolution in automotive retail unfolds as Mercedes-Benz Kelowna introduces a new design concept, embodying the brand’s vision for the future of luxury car buying. This landmark event coincided with International Women’s Day, showcasing not only cutting-edge innovation but also a commitment to diversity and empowerment within the automotive industry.









In a momentous celebration on the eve of International Women’s Day, Mercedes-Benz Canada hosted an event at their state-of-the-art facility in Kelowna, showcasing a groundbreaking concept in automotive retail. The event not only marked the unveiling of this innovative space but also emphasized the company’s commitment to empowering women in the automotive industry. Let’s delve into the highlights of the evening and the inspiring messages shared by the leaders at Mercedes-Benz Canada.

Nicole Havrda, an 18 year old powerhouse from Comox Valley, BC is making waves in the world of motorsport, currently racing in Formula 3. We had the pleasure of chatting with Nicole while she shared her remarkable journey, passion for racing, and her commitment to inspiring the next generation of female racers. Let’s delve into her story and aspirations for 2024.

Discovering a Passion:

Nicole’s journey into motorsport began unexpectedly. Initially aspiring to be an Olympic swimmer, her life took a turn when her father introduced her to a Formula One race at the age of 12. The roar of the engines and the sight of the sleek cars left a lasting impression, prompting Nicole to explore various racing disciplines, including go-karting and GT cars.

“I fell in love with the sound of it. This is exactly what I want to do. I remember the sound vibrated through me, and I was like, ‘That’s amazing. I just want to do it.'”


Family Bonding in Motorsport

Nicole’s family ties extend beyond just her. Her older brother, inspired by her interest, transitioned from downhill mountain biking to autocross and shares the racing passion with her. Despite a significant age gap, they remain connected through their shared love for adrenaline-pumping experiences on the track.

Representing Women in Racing

As a female racer in a traditionally male-dominated field, Nicole acknowledges the challenges but relishes the unique position she holds. Reflecting on her experiences, she notes the changing landscape and emphasizes the importance of more women entering the sport. Nicole was a main character in a documentary showcasing her journey, aiming to inspire young girls to pursue their dreams.

Nicole told us, “It’s definitely challenging, but having more women get into racing, it’s changing it all. It only changes when you start having more and more people like yourself who’s going to go forward and do something like this.” 

Inspiring the Next Generation

In a nod to the young attendees, Mercedes-Benz Canada invited special guests from Big Brothers Big Sisters programs in Kelowna as part of their Corporate Citizens Initiative. The hope was that the stories shared by Nicole throughout the evening would ignite inspiration in the young minds, encouraging them to envision and drive their own futures. Nicole’s commitment to inspiring young girls is evident. Through sharing her story, she aims to encourage girls to explore opportunities in automotive careers, from engineering to racing, breaking down gender barriers in the process.

“I’m trying to inspire the younger girls that are coming, the Big Brothers and Big Sisters, and just share my journey, not just fully tell them, ‘You can do this,’ but of course, they can do this.” Nicole beams.

Looking ahead to 2024, Nicole sets her sights on winning the Formula Regional Americas championship, a Formula 3 series in the United States. The championship victory not only represents a personal triumph but also opens doors to valuable sponsorships, pushing her career to new heights.

Nicole shares her excitement as she looks forward, “I want to win this year. I’m doing the Formula Regional Americas, which is Formula three in the States, and I just want to win that championship, win all the seven races and become the champion.”

You Go, Girl! Follow Nicole on Instagram to cheer her on!

You can watch a full interview with this incredible young women over at KelownaNow. 

Empowering Canada’s Youth: Mercedes-Benz Drives Social Change

Mercedes-Benz Canada’s dedication to its customers spans nearly seven decades, and its commitment to Canada’s future is unwavering. Through the “Driving Your Future” initiative, Mercedes-Benz Canada seeks to propel social change by empowering the next generation of Canadians through mentorship.

Andreas Tetzloff, President and CEO of Mercedes-Benz Canada, emphasizes the company’s proactive approach: “Driving Your Future is an extension of how Mercedes-Benz leads and accelerates change. We are taking positive action by uplifting and empowering the next generation of Canadian youth to help them reach their full potential.”

At the heart of this initiative lies a strategic partnership with Big Brothers Big Sisters of Canada (BBBSC), an organization dedicated to fostering the health and wellbeing of young people through meaningful mentorship relationships.

Jill Zelmanovits, President and CEO of Big Brothers Big Sisters of Canada, underscores the transformative impact of this collaboration: “Our partnership with Mercedes-Benz will unlock potential and foster resilience for children and youth through mentoring. Their bright future starts today.”

One key aspect of the partnership is Mercedes-Benz Canada’s title sponsorship of BBBSC’s National Youth Mentoring Advisory Council (NYMAC). Comprising youth experts aged 17 to 28, NYMAC represents diverse backgrounds and plays a pivotal role in shaping the future of mentorship in Canada.

David Awosoga, Co-Chair of NYMAC, highlights the significance of peer mentorship: “Working with peer mentors across Canada has broadened my horizons. This support from Mercedes-Benz Canada will go a long way to boosting all our NYMAC colleagues to make positive contributions to the mentoring movement in Canada now, and in the future.”

Through “Driving Your Future” and its partnership with BBBSC, Mercedes-Benz Canada is not only investing in the next generation but also fostering a sense of community and shaping a brighter future for all Canadians.

The She’s Mercedes initiative stands as a testament to Mercedes-Benz’s commitment to empowering women globally.

Designed to inspire, connect, and empower women, She’s Mercedes aims to unleash the potential of women in various aspects of the automotive industry, from communications to sales and after-sales services. 

A Legacy of Strength:
Bertha Benz and the Birth of Mercedes-Benz

Since its inception, Mercedes-Benz has been shaped by strong women who have left an indelible mark on the brand’s legacy. While Karl Benz is credited with patenting the motorcar, it was his wife and business partner, Bertha Benz, who played a pivotal role in its success. In 1888, Bertha embarked on a groundbreaking 180-kilometer journey in the Benz Patent Motor Car, demonstrating its viability and laying the foundation for the automotive industry. Her courage and vision paved the way for the Mercedes-Benz success story.

Full Throttle:
The Next Generation of Women in Motorsports

In the world of motorsport, where gender divisions often dictate competition, She’s Mercedes embraces the opportunity to break barriers and challenge stereotypes. Unlike many sports, motorsport allows all athletes to compete head-to-head, focusing on skills like mental acuity and strategy rather than gender-specific attributes. The racetrack becomes a platform for ambitious drivers to transcend gender boundaries and pursue their goals relentlessly.

Passion, Speed & the Pursuit of Progress

For Canadian motorsport athletes Nicole Havrda, Demi Chalkias, and Cherie Storms, breaking into the highest echelons of racing demands unparalleled dedication and sacrifice. In October 2021, they took on the challenge of piloting the powerful Mercedes-AMG GT4 in an endurance race at California’s Buttonwillow Raceway Park. Determined to establish themselves as serious contenders in a male-dominated sport, they exemplify the spirit of She’s Mercedes, demonstrating the limitless possibilities when passion, speed, and progress converge.

Unveiling the Future of Automotive Retail and Honouring Women in Motorsport

Join us as we raise a toast to the future of automotive retail and the remarkable women who continue to push boundaries, break barriers, and drive change. Welcome to Mercedes-Benz Kelowna—a celebration of innovation, empowerment, and the enduring legacy of excellence.

Step into the excitement and anticipation of the new Mercedes-Benz Kelowna dealership, where innovation meets celebration. The event marks a new era in automotive retail, showcasing Mercedes-Benz’s vision for the future alongside a premiere screening of a groundbreaking documentary film highlighting the extraordinary achievements of women in motorsport. (The film has yet to be released to the public and we will update this story when it is!)

Amidst the buzz of anticipation, the air is charged with the energy of innovation and empowerment. As the doors swing open to reveal the new state-of-the-art facility, guests are greeted with the unmistakable scent of possibility and the promise of a revolutionary experience. This event offered a declaration of commitment to redefining the automotive landscape and honouring the trailblazers who have shaped it.

The event pays tribute to the relentless spirit of women in motorsport, whose courage and determination have shattered barriers and redefined what’s possible on and off the track. Through the premiere screening of a new documentary, we journeyed alongside these remarkable athletes as they defy expectations, challenge conventions, and inspire generations to come.

As the main event began, Pamela Pearson, Director of Internal Operations for the dealership, the 2023 Kelowna Woman of the Year, and a key figure in the creation of the cutting-edge facility, took the stage and shared a heartfelt message of gratitude and empowerment. 

“Incredible,” she began, her voice filled with enthusiasm. “Thank you all so much for showing up tonight. We’re really excited to have all of you, young and not old.” With these words, she set the tone for an evening dedicated to celebrating both innovation in automotive retail and the remarkable achievements of women in motorsport.

Pamela’s pride in the dealership’s commitment to gender diversity was palpable as she highlighted the higher percentage of female employees within their ranks. “We are proud to say that we have a higher percentage of female employees in our dealership than the standard,” she proclaimed, eliciting nods of approval from the audience.

Drawing attention to the women in the room who represent various departments within the dealership, from technicians to finance managers, Pamela underscored their invaluable contributions to our success. “We have women in every single department in a dealership,” she declared, acknowledging their presence with a wave of appreciation.

Reflecting on her own journey into the automotive industry, Pamela shared a personal anecdote that resonated with many in the audience. “So there are many women in this room that work here that didn’t think that automotive was going to be their path,” she admitted. “It certainly wasn’t my path.”

“Danielle started as a receptionist, and she is now our HR manager for our entire company,” Pamela shared, highlighting the potential for growth and advancement within the industry.”

In closing, Pamela reiterated the dealership’s commitment to showcasing automotive careers as viable options for women. “We really want to show young ladies and everybody that there is a great career path in automotive,” she emphasized, leaving the audience inspired and empowered to pursue their own aspirations in the industry.

Positioned prominently at the forefront of the stage, the Mercedes-Benz SL63 AMG proudly showcased the brand’s dedication to performance and cutting-edge design.

This high-performance road car shares remarkable parallels with the renowned Mercedes-AMG GT series, encompassing both road vehicles and GT3/GT4 racing variants. The Mercedes-AMG GT series is celebrated for its potent engines, precise handling, and a sophisticated yet sporty aesthetic.

Drawing a direct connection to the racing world, where the GT3 variant excels in competitive GT racing and the GT4 caters to amateur and entry-level professional racing, the SL63 AMG signifies the seamless integration of racing-inspired technologies and design principles into the realm of high-performance road cars.

As Mercedes-Benz consistently channels innovations from their racing programs to enhance their road-going vehicles, the SL63 AMG stands as a dynamic testament to the brand’s commitment to pushing the boundaries of both luxury and performance on the open road.

Mercedes-Benz’s Innovative New Retail Concept

In a momentous occasion heralding a new era in automotive retail, Mercedes-Benz Kelowna proudly introduces the Canadian debut of Mercedes-Benz’s innovative new retail concept. Developed by the esteemed Mercedes-Benz Design Team in Stuttgart, Germany, this revolutionary design sets a new standard in the automotive market, emphasizing digital-first experiences and seamless customer interactions from sales to service.

Mercedes-Benz dealerships are meticulously designed to offer visitors a seamless and premium experience, reflecting the brand’s commitment to luxury and sophistication. Consistency is key in creating an environment that mirrors the aesthetics found in Mercedes-Benz vehicles. From the sleek lines of the furniture to the carefully chosen colour palettes, every element is thoughtfully curated to immerse visitors in the world of modern luxury.

Embodying Automotive Elegance

During our visit, we couldn’t help but notice the striking resemblance between the leather used in the chairs at the desks and the interior of Mercedes-Benz vehicles. While they may not be made from exactly the same material, the furniture and all design elements in the space are crafted to evoke the same sense of luxury and refinement found in the vehicles. This attention to detail showcases Mercedes-Benz’s dedication to providing a cohesive and immersive brand experience for every visitor.

Kelowna Mercedes Luxury

Setting The Mood

Additionally, the dealership utilizes adjustable colour temperatures to set the mood in different areas. Warm tones are incorporated in customer lounges and meeting areas to create a relaxed ambiance, while cooler tones are employed in the showroom to accentuate the vehicles’ aesthetics. This thoughtful approach ensures that each space within the dealership is tailored to enhance the overall experience for visitors.

Streamlining the Process: Mercedes-Benz Kelowna’s Digital Transition

In line with the modern and streamlined retail experience offered by Mercedes-Benz, the dealership has transitioned to digital platforms, significantly reducing the need for traditional paperwork. While paperwork cannot be entirely eliminated from the vehicle purchase process, administrative tasks have been streamlined through integrated digital solutions. This means that customers can expect a more efficient and paperless experience when completing transactions at the dealership.

Focusing on the Cars: Eliminating Visual Distractions

Mercedes Kelowna Design

The dealership’s commitment to providing a visually unobstructed environment for customers extends to the elimination of sales desks from the showroom floor. Administrative tasks are now conducted in separate office areas, allowing the showroom to focus solely on showcasing the world’s most desirable cars without any visual distractions or interruptions.

Elevated Service Excellence

Innovations extend beyond the showroom floor to their spotless service department, where customers are treated to an elevated experience from the moment they arrive. Drive-up service reception areas ensure a seamless transition for service appointments, with Service Advisors equipped with integrated digital platforms to streamline the process. 

Nestled within this world of exceptional service lies a delightful surprise — the bathrooms, or as we like to call them, our “oasis of opulence.” With their impeccable cleanliness and lavish décor, these restrooms are the most beautiful we’ve seen in the automotive industry. Who knew a trip to the bathroom could be such a VIP experience?

Kelowna Mercedes Bathrooms

Pioneering Sustainability: Mercedes-Benz Kelowna’s Electric Future

Mercedes-Benz Kelowna is at the forefront of driving Canadians towards an all-electric future, with state-of-the-art EV infrastructure including DC fast chargers and Level 2 chargers. This commitment to sustainability reflects their dedication to shaping a greener, more sustainable automotive landscape for future generations.

With the Canadian debut of Mercedes-Benz’s new retail concept, Mercedes-Benz Kelowna reaffirms its position as a leader in innovation, customer-centricity, and sustainability, setting the stage for a future defined by seamless experiences, electrifying possibilities, and boundless opportunities.

Mercedes Benz Kelowna Dealership

Experience the Future Today: Visit Mercedes-Benz Kelowna to immerse yourself in the revolutionary new retail concept, where innovation meets inspiration.

Experience the Canadian debut of their revolutionary new retail concept at the Kelowna Mercedes-Benz dealership. 

Experience the Canadian debut of their revolutionary new retail concept at the Kelowna Mercedes-Benz dealership. 


Mercedes Benz Kelowna Dealership Story
Mercedes Benz Kelowna Dealership Story
Mercedes Benz Kelowna Dealership Story
Mercedes Benz Kelowna Dealership Story

Share This Story, Choose Your Platform!