Sirly Ylläsjärvi Becomes Mercedes-Benz Brand Ambassador for Arctic Conditions

Chef-entrepreneur and experience industry leader Sirly Ylläsjärvi has launched a major collaboration with Mercedes-Benz and will serve as the brand’s Arctic-conditions ambassador for the upcoming winter season. The partnership aims to showcase the performance and comfort of electric driving where technology is truly put to the test: in Lapland’s extreme cold, snowstorms, and long-distance terrain.

The collaboration provides Ylläsjärvi with two Mercedes-Benz models:

EQE SUV 4MATIC (all-electric) – A premium, zero-emission, all-wheel-drive SUV
Vito 4x4 – A versatile workhorse for the North’s varying transport needs

Innovation Meets Lapland Realities

Mercedes-Benz is known for its quality standards, technological leadership, and its motto “The Best or Nothing.”
The electric EQ series highlights a silent drivetrain, advanced safety features, top-tier driving comfort, and highly developed winter and all-wheel-drive technology—forming a strong foundation for the collaboration.

For Ylläsjärvi, this partnership marks a personal milestone:

“I am genuinely happy and honored for this opportunity. People talk a lot about electric cars, but in Lapland opinions don’t matter—technology has to work every day, in every condition. It’s exciting to test and demonstrate how modern electric technology performs in real Arctic environments.”
— Sirly Ylläsjärvi

The first days behind the wheel have already delivered a true stress test: the EQE had to prove its capabilities immediately in a once-in-a-century snowstorm and –25 °C cold.

“There’s no room for compromises here, but from the very beginning it’s been great to see how seamless everyday life with an electric car can be. It hasn’t mattered that it’s –25 and snow is coming down sideways—life still runs smoothly. And it does feel like luxury to step into a pre-warmed car, shift into D, and just go.”
— Sirly Ylläsjärvi

Background

Sirly Ylläsjärvi is known as a pioneer of northern gastronomy and experiential tourism. She runs several restaurant and catering concepts in Lapland, united by pure ingredients, high-quality service, and an identity deeply rooted in Lapland’s nature. She is also an active advocate for northern vitality, entrepreneurship, and sustainable mobility.

Mercedes-Benz is one of the world’s most respected premium car brands, heavily investing in electric mobility, safety technology, and the future of responsible driving.

Collaboration Scope

Throughout the partnership, the following will be produced:

• Documented real-world experiences of electric driving in Lapland
• Content highlighting reliability, safety, and the true challenges of winter driving
• A narrative that links northern nature, modern technology, and Finnish expertise

Follow the Journey

The collaboration and experiences can be followed on Sirly Ylläsjärvi’s channels:
Instagram / Facebook / LinkedIn: @sirly.yllasjarvi