Mercedes-Benz Winnipeg Sets a New Safety Benchmark as S2SA’s 100th SAFE Work Certified Company
The Sales and Service Safety Association (S2SA) has reached a landmark moment in its mission to elevate workplace safety standards across Manitoba, proudly recognizing Mercedes-Benz Winnipeg as its 100th company to achieve SAFE Work Certification. The milestone is more than a symbolic number—it represents steady progress toward safer, healthier, and more resilient workplaces across the province’s sales and service industries. For Mercedes-Benz Winnipeg, the achievement reflects a deeply rooted commitment to people, performance, and continuous improvement that extends far beyond the showroom floor.
For decades, Mercedes-Benz has been synonymous with engineering excellence, innovation, and uncompromising quality. At Mercedes-Benz Winnipeg, those same principles guide not only the vehicles they sell but also how the organization operates, leads, and supports its workforce. The dealership’s achievement of SAFE Work Certification underscores a belief that world-class service begins with a workplace where employees feel safe, respected, and empowered.
A Culture Built on Precision, Trust, and People
Since opening its doors in the early 2000s, Mercedes-Benz Winnipeg has established itself as Manitoba’s premier destination for luxury automotive sales and service. From the outset, the dealership focused on more than simply meeting customer expectations—it sought to exceed them through professionalism, attention to detail, and a customer-first mindset.
Behind that success is a workplace culture built on trust and accountability. Sales consultants, service technicians, administrative staff, and leadership all share responsibility for delivering an exceptional experience. Over time, leadership recognized that sustaining excellence required more than technical expertise and brand prestige; it demanded a proactive, structured approach to workplace safety that matched the dealership’s operational standards.
That realization made SAFE Work Certification a natural next step.
Why SAFE Work Certification Matters
SAFE Work Certification, developed and administered by S2SA, is designed to help organizations implement effective safety management systems tailored to their operations. The program goes beyond basic compliance, emphasizing leadership engagement, employee participation, hazard identification, and continuous improvement.
For Mercedes-Benz Winnipeg, pursuing certification was not driven by regulatory pressure, but by principle. The dealership saw safety as an extension of its commitment to quality—another dimension of excellence that deserved investment, structure, and accountability.
“Achieving SAFE Work Certification was about more than compliance,” said Jennifer Coyle, Human Resources Generalist at Mercedes-Benz Winnipeg. “It was about ensuring our culture of excellence extends to the well-being of our people. Our team came together with one shared goal: to create an environment where everyone feels valued, protected, and proud to be part of Mercedes-Benz Winnipeg.”
That philosophy guided the dealership throughout the certification journey.
A Collaborative Journey Toward Safer Operations
The SAFE Work Certification process is both comprehensive and collaborative. With guidance from S2SA, Mercedes-Benz Winnipeg reviewed and strengthened its safety policies, procedures, and training programs. Leadership and employees worked together to identify risks, clarify roles, and embed safety into daily operations.
S2SA supported the dealership at every stage—providing training, assisting with safety program development, conducting internal audits, and helping establish plans for ongoing improvement. Rather than viewing safety as a standalone initiative, the process encouraged Mercedes-Benz Winnipeg to integrate safety thinking into decision-making across departments.
The result was improved communication, greater consistency in safety practices, and a shared understanding that everyone plays a role in maintaining a safe workplace.
From the sales floor to the service bays and collision centre, safety became an integral part of the Mercedes-Benz Winnipeg experience—visible not only in policies and procedures, but in everyday behaviors.
Safety Across Every Corner of the Dealership
Automotive dealerships are dynamic environments, combining customer-facing spaces with technical service areas where heavy equipment, tools, and vehicles are in constant motion. At Mercedes-Benz Winnipeg, SAFE Work Certification reinforced the importance of addressing safety holistically across all operations.
In the showroom, employees are trained to maintain safe, welcoming spaces for customers and colleagues alike. In service and repair areas, technicians follow clearly defined procedures to minimize risks associated with machinery, lifting, and vehicle movement. In the collision centre, safety protocols help protect workers while maintaining high standards of repair quality.
By aligning safety practices across departments, the dealership strengthened its ability to prevent incidents while maintaining operational efficiency. Employees gained confidence knowing that their workplace prioritized their well-being as much as productivity and customer satisfaction.
Benefits That Extend Beyond Compliance
While reducing workplace incidents is a central goal of SAFE Work Certification, the benefits extend far beyond accident prevention. Certified companies often experience lower Workers Compensation Board (WCB) premiums, improved employee morale, and stronger organizational culture.
At Mercedes-Benz Winnipeg, certification reinforced a sense of pride among employees. Being part of a dealership recognized for both luxury service and workplace safety sent a powerful message: people matter.
That message resonates with customers as well. When employees feel supported and protected, it shows in the quality of service they provide. Safety, in this sense, becomes a competitive advantage—enhancing reputation, retention, and long-term sustainability.
A Milestone Moment for S2SA
For S2SA, Mercedes-Benz Winnipeg’s certification represents a significant milestone in the organization’s ongoing efforts to simplify safety and make it accessible for businesses across Manitoba.
“Reaching our 100th certified company is a proud moment for everyone at S2SA,” said Lee Rosenberg, Safety Program Director at S2SA. “It’s proof that when businesses commit to doing safety right, real change follows. Mercedes-Benz Winnipeg has shown that leadership and teamwork can turn safety from a requirement into a shared value.”
Since launching the SAFE Work Certification program, S2SA has worked with organizations across Manitoba’s sales and service sectors—including automotive dealerships, equipment rental businesses, and service providers—to build practical, effective safety systems. Each new certification strengthens a growing network of employers who recognize safety as both a moral responsibility and a strategic priority.
Leadership That Inspires Change
One of the defining elements of Mercedes-Benz Winnipeg’s certification journey was leadership engagement. Management actively supported the process, encouraged participation, and reinforced the importance of safety at every level of the organization.
That leadership approach aligns closely with the principles behind SAFE Work Certification, which emphasizes that meaningful safety culture begins at the top but succeeds through collective ownership. By involving employees in training, discussions, and improvement initiatives, Mercedes-Benz Winnipeg ensured that safety was not imposed, but embraced.
This inclusive approach helped transform safety from a checklist into a shared mindset—one that continues to evolve as the dealership grows.
Sustaining Excellence Through Safety
Achieving SAFE Work Certification is not an endpoint, but a foundation for continuous improvement. Mercedes-Benz Winnipeg remains committed to reviewing and enhancing its safety practices as operations, technologies, and workforce needs evolve.
As S2SA continues to support businesses across Manitoba, the organization’s mission remains clear: to simplify safety, strengthen workplaces, and help employers integrate safety into everyday operations.
The milestone reached with Mercedes-Benz Winnipeg highlights what is possible when organizations align values with action. By treating safety with the same care and precision that define the Mercedes-Benz brand, the dealership has set a powerful example for others across the sales and service sectors.
In celebrating this achievement, S2SA and Mercedes-Benz Winnipeg reaffirm a shared belief—that safe workplaces are not only better places to work, but stronger foundations for long-term success.
About the Sales and Service Safety Association (S2SA)
The Sales and Service Safety Association (S2SA) is dedicated to providing industry-specific training, consulting services, and SAFE Work Certification to businesses in Manitoba’s sales and service sectors. Our mission is to streamline the process of implementing effective safety programs, ultimately enhancing the well-being of employees and customers alike.
