Product Trainer

Dilawri Overview 

Join Canada’s Largest Automotive Group 

If you are looking to grow your career with an organization driven by excellence, integrity, and innovation, Dilawri offers an environment where people are supported and empowered to succeed. 

Founded in 1985, Dilawri is Canada’s largest automotive group and one of Canada’s Best Managed Companies. Dilawri operates over 80 franchised dealerships, representing more than 35 of the world’s most respected automotive brands across British Columbia, Alberta, Saskatchewan, Ontario, Quebec, and Washington, DC. 

With a team of more than 4,000 employees, Dilawri fosters a culture rooted in collaboration, accountability, and continuous learning. Our values of Excellence, Leading, Teamwork, Integrity, Innovation, and Giving Back guide how we work, how we lead, and how we serve our customers and communities. Through the Dilawri Foundation, we are also committed to making a meaningful impact in the communities we serve. 

Discover how you can build your career with Dilawri

Position Overview 

The Product Trainer – Mercedes-Benz (BC Region) is responsible for elevating product knowledge, competitive positioning, and sales effectiveness across Dilawri’s Mercedes-Benz locations in British Columbia. Reporting to the Regional Leadership Team, this role plays a strategic part in driving improved sales performance, higher conversion rates, and increased gross through consistent and impactful training.

This position is field-based and requires regular travel between dealership locations, delivering both structured training sessions and in-store coaching. The Product Trainer partners closely with dealership leadership and sales teams to ensure consistent, confident, and competitive messaging across all customer interactions.

The expected pay for this position is $80,000.00 - $100,000.00 annually.

Primary Duties and Responsibilities 

·         Deliver structured product and competitive training on a weekly cadence across all assigned stores

·         Develop and maintain a comprehensive competitive comparison program (BMW, Audi, Lexus, and other luxury brands)

·         Train sales teams on how to effectively position Mercedes-Benz vehicles in real customer conversations

·         Lead new model launch training, incorporating competitive insights, key differentiators, and clear talking points

·         Support Product Specialist model rollout through in-store coaching, deal observation, and real-time feedback

·         Identify gaps in product knowledge and sales execution, and proactively address them through targeted coaching

·         Create and maintain “Why Buy the Car” materials with strong, clear competitive positioning

·         Reinforce consistent, confident messaging to improve customer experience and sales effectiveness

·         Partner with dealership leadership to align training efforts with business objectives and performance goals

·         Monitor training effectiveness and adapt programs to maximize engagement and impact

Qualifications Required 

Education & Experience:

• Proven experience in the automotive industry, preferably within a luxury brand environment
• Strong background in product training, sales coaching, or dealership sales leadership
• Demonstrated expertise in competitive vehicle knowledge and market positioning

Skills & Competencies:

• Exceptional presentation and facilitation skills, with the ability to engage and challenge experienced sales professionals
• Strong ability to simplify complex product and competitive information into clear, impactful messaging
• Field-driven mindset with a hands-on approach to coaching and development
• High level of accountability, organization, and time management
• Excellent interpersonal and communication skills
• Ability to build credibility and influence across multiple dealership teams
• Strong analytical mindset with the ability to identify performance gaps and implement solutions

Other Requirements:

• Valid driver’s license
• Legally entitled to work in Canada

About Dilawri 

In addition to working with and learning from a team of leading professionals in the automotive industry, our benefits include: 

• Discounted employee vehicle purchase program 

• Job-specific coaching & training programs 

• Comprehensive health & dental plans 

• Employee wellness & assistance programs 

• Employee social events 

Build your career with a team that is driven by excellence, integrity and innovation.   

Discover Dilawri.