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.