Our Weekend at the Western Canadian Dealer Summit: Connecting, Learning and Planning Ahead

This past weekend, our team from Mercedes-Benz Country Hills attended the Western Canadian Dealer Summit at the Fairmont Chateau Lake Louise. With close to 400 industry leaders, retailers, speakers and partners in one place, the event offered the perfect setting for meaningful conversations and big-picture planning.

We were there to meet new partners, reconnect with familiar faces and gather insight to help guide our strategy for the year ahead.

Why We Went

Our focus for the weekend was simple: connect, collaborate and understand the trends shaping the future of automotive retail in Western Canada.

Throughout the event we met with technology providers, OEM partners, association leaders and other dealerships. Between breakout sessions and evening events, we had valuable discussions about the changing role of AI, how cybersecurity is impacting day-to-day operations, and how consumer behaviour continues to shift online.

What Stood Out

Several themes came up again and again during the Summit.

AI is no longer a future conversation

Dealers across Western Canada are already using AI to support marketing, customer communication, service workflows and data analysis. The message was clear. AI only works when it is used with intention, with the right guardrails and with people who understand how to apply it.

Cybersecurity and fraud are real operational risks

Speakers shared insights on fraud patterns, data vulnerabilities and the growing need for internal training. As more dealership tools move online, protecting customer information and business continuity has become essential.

Stronger operations mean stronger performance

Inventory strategy, fixed operations, technician capacity and process efficiency were major talking points. Dealerships that stay disciplined, responsive and data-driven will have an advantage in the years ahead.

Customer behaviour is shifting quickly

More buyers are researching online, visiting fewer stores and using AI tools during their shopping journey. This reinforces how important it is to maintain a strong digital presence across search, social, our website and new research tools.

What We’re Bringing Back to Calgary

Attending the Summit wasn’t just about listening. It was about understanding what matters most right now and where we can elevate our approach at Mercedes-Benz Country Hills.

We left Lake Louise with new partnerships to explore, fresh ideas to test and a clearer roadmap for the coming year. Events like this help us stay ahead of industry changes so we can continue delivering an exceptional experience to our customers and our team.

Looking Forward

The Western Canadian Dealer Summit reinforced how quickly our industry is evolving. We’re excited to take what we learned and put it into action here in Calgary.

We’re already looking ahead to Banff in 2026, but for now we’re back home inspired and ready for what’s next.