wh-DealerNews

On Feb. 12, 1973, at the age of 17, Randy Morrell applied for a job as a parts delivery driver at a Ford dealership in Guelph. Fifty years later, he’s still working at the same Ford store.

“I needed a job back then, and I never considered a career in retail automotive,” said Morrell, who is now the parts manager at Wayne Pitman Ford Lincoln. “The longer I stayed on the job, the more I embraced it and realized I could build a career here.”

After his stint as a parts delivery driver, Morrell was promoted to outside sales for wholesale parts, where he travelled door to door to car dealerships, auto garages and collision repair shops. In 1987, he was promoted to parts manager.

“When I first started in this business, there were no computers,” he said. “It was strictly pencil and paper for sales, ordering, inventory and cataloguing.”

Throughout his career, Morrell said has enjoyed a great relationships with his dealer principals, colleagues and customers.

“We salute Randy Morrell and recognize his 50 years of dedicated service to our dealership, our customers and Ford of Canada,” said Wayne Bricknell, president of Wayne Pitman Ford Lincoln. “He has been a tremendous leader, mentor and friend to many, including me. I wish him the very best in health and happiness, going forward.”

Morrell said he feels grateful in his personal life as well. “I’ve been fortunate in life – with my career, health and family,” he said. “I married my childhood sweetheart, and we were blessed with two beautiful children, and we have three lovely grandchildren.”

As he approaches is 68th birthday, Morrell is eyeing retirement early in the new year, and is currently training and mentoring his replacement.

“My career in the parts department has provided a great life for myself and my family,” he said. “As a confused teen all those years ago, I couldn’t have imagined what lay ahead for me in the dealership world, but I soon developed a passion for this business, which has continued for five decades.

“These days, 50 years in the same industry is rare, and 50  years at the same place of business is rarer still. If a young person today is exploring career options and wondering what profession will best suit their skills, I would encourage them to consider one of the many careers within a new car dealership.”

Helping food banks

For the second year, Mitsubishi Motor Sales of Canada and its dealerships partnered with Food Banks Canada to build awareness and raise funds to support Canadians living with food insecurity. The automaker and its dealerships donated a total of $125,000 to the organization.

And, as part of a grassroots program, participating Mitsubishi Motors dealerships are also providing financial support on food donations totaling more than $25,000 to food banks in the communities where they are based.

“Food Banks Canada is grateful for partnerships like Mitsubishi Motors Sales of Canada, especially now when there are more people turning to food banks than ever before in our history,” said Kirstin Beardsley, the CEO of Food Banks Canada. “As inflation continues to impact people across the country, food banks are struggling to raise enough funds and food to help a growing list of clients in need which is why we appreciate this support.”

Marking a half century working in retail automotive

Frank Apa,

Pets have a way of bringing smiles to our faces, and, even after they die, they leave a lasting imprint in our hearts.

In 2002, Frank Apa, dealer principal and owner of Lexus of Oakville, lost his beloved pet Shih Tzu named Patch. For years, Patch had been a fixture at the dealership, as a mascot, a corporate spokes-dog and a brand ambassador. Patch’s kindness and charm won the hearts of all those who came into contact with him, team members and customers alike.

After Patch passed, Apa wanted to honour the memory of his canine companion, so he established the P.A.T.C.H. Challenge in partnership with the Oakville &amp; Milton Humane Society (OMHS). The program’s aim is to foster a sense of caring and kindness among youth toward animals and each other. (P.A.T.C.H. stands for People and Animals Together Create Harmony.)

The annual challenge has been going strong since 2002. Each August, Lexus of Oakville donates $100 for each vehicle sold to the Oakville &amp; Milton Humane Society. It also accepts donations from the public. The first year of the program saw $13,300 raised, while this year the amount was more than $22,000. To date, the program has raised more than $280,000 for the humane society.

<img class="aligncenter size-full wp-image-172201" src="https://wordpress.wheels.ca/wp-content/uploads/2022/10/wh-DealerNews-Dog-Oct15.jpg" alt="Dealer News" width="596" height="596" />

Each year, the OMHS and Lexus of Oakville also presents the P.A.T.C.H. Challenge Award to a youth in the community who has demonstrated kindness. It also visits local schools to teach students about the responsibilities that come with owning a pet.

“Our relationships with animals can change and enhance our lives and the lives of those around us,” said Apa. “Animals have a proven effect on our ability to connect with other people, increase our lifespan, lower our stress levels and improve our self-confidence. They also help to teach us to be kinder and more empathetic to those who are different from us.”

Helping to rebuild

Hurricane Fiona, the fiercest storm ever to hit Atlantic Canada, flooded streets, demolished homes, left thousands without power and caused an estimated $300 to $700 million of damage.

The automotive industry in Canada has responded to the disaster by offering financial relief. The Canadian Automobile Dealers Association has pledged $10,000 to Fiona relief efforts and is appealing to its members to support the donation matching campaign set up by the federal government with the Canadian Red Cross.

Toyota Canada announced that it will support Fiona relief with a donation of $100,000. Honda Canada has told all its associates that any donation they make through the Canadian Red Cross toward disaster recovery will be matched by the company.

The Canadian Red Cross is currently working with community leaders to provide emergency humanitarian assistance, including supportive services such as shelter, food and clothing, and emotional support for those coping with loss.

Lexus of Oakville dealer’s challenge teaches us about animals and kindness

wh-DealerNews-Lee-Sept17

Since the early 1960s, the Taylor name has been a fixture on the automotive scene in Kingston, Ont., first representing Chrysler until 1979 and then as a General Motors franchise. It has also become synonymous with the spirit of giving in the Limestone City.

Taylor AutoMall has been a longtime supporter of local charities, non-profit organizations and cultural events. The company’s founder, Jerome Taylor, was a generous backer of the Salvation Army and its mission to help the less fortunate, especially during the holiday season.

After his passing in 2006, the local newspaper and the Salvation Army decided to name the annual Christmas fundraiser in Kingston in his honour. Known as the Jerome Taylor Memorial/Whig Standard Christmas Hampers of Hope Fund, the yearly campaign to help those in need has raised $2.5 million in the last 16 years thanks to the efforts of local individuals and businesses.

Last year alone, the program raised $175,000 and delivered meals to 3,000 homes, helping more than 12,000 people.

More recently, Taylor AutoMall recently donated $5,000 to the Jalal Community Charity Garden in Kingston so it could hire its first full-time youth garden manager. The new manager oversaw this summer’s crops grown in the garden and ensured the harvested vegetables would be delivered to Lionhearts Inc. Kingston to support its community food programs for those in need.

<img class="aligncenter size-full wp-image-171522" src="https://wordpress.wheels.ca/wp-content/uploads/2022/09/wh-DealerNews-Taylor-Sept17-scaled.jpg" alt="Kingston Dealership" width="2560" height="2560" />

“We are proud to help with what started as a small community garden and is continuing to grow,” said Jason Taylor, Jerome’s son and the dealer principal at Taylor AutoMall. “The new youth garden manager is a former volunteer at the garden who has shown exceptional commitment to the work, and I felt a strong need to help with this endeavor.”

In April, Taylor AutoMall also held its You Win Charity Wins Contest. Customers who visited the dealership’s service centre that month were automatically entered into a draw to win $1,000 and have a matching donation made in their name to a charity of their choice. The customer who won the contest asked for the donation to be made to the Kids Help Phone.

“The spirit of giving is part of the culture here at Taylor AutoMall,” said Taylor, who recently purchased $100 gift cards from 60 local restaurants for his staff. “We’re proud to support the community in various ways, a community that has entrusted us with their automotive needs for almost six decades.”

Teen finalist in international competition

A Canadian teen was named a finalist in the 15th annual Toyota Dream Car Art Contest. Joseph Lee from Airdrie, Alta., was the only Canadian finalist in the contest, which invited youth from around the world to design a vehicle that helps make the world a better place.

This year’s contest drew 531,692 entries from 78 countries, and Lee’s “Surgery on the Road” entry was selected as a finalist in the age 12 to 15 category. His vehicle is designed to help doctors provide surgery while a patient is in transit to increase their chance of survival. The 2022 contest winners were announced in May and include entries by children from Fiji, Colombia, China, Thailand and the U.S.

Kingston dealership has long history of working with local charitable organizations

wh-DealerNews-Aug20

Pine View Auto Group has served the community in Vaughan, Ont., for more than five decades. It was 52 years ago this month that the company began as a single Pontiac Buick franchise at the corner of Highway 7 and Weston Road.

Today, the group is still operated by the Romeo family, which started it in 1970, and includes three dealerships, Airport Nissan and Pine View West Hyundai, both in Brampton, and Pine View Hyundai in Woodbridge.

For the past seven years, Pine View Auto Group has supported the CHUM CP24 Christmas Wish Toy Drive. This single initiative is one of the largest distributors of toys to children in need across the Greater Toronto Area. It also supplies registered charitable organizations, social service agencies, churches and community centres with financial donations.

Each November, customers and friends of Pine View Auto Group are encouraged to donate new and unwrapped toys that will be given to children up to 18 years old.

“Our friends, customers and suppliers have been extremely generous in support of the CHUM CP24 Christmas Wish Toy Drive,” said Mike Romeo, the group’s general manager. “We’re grateful for all of the toy donations we’ve received over the past seven years. It’s great to be involved in a program that brings so much joy and happiness to so many children across the GTA.”

Pine View is also a longtime supporter of the Vitanova Foundation, a not-for-profit organization that promotes awareness about substance abuse through outreach programs targeting elementary, secondary and post-secondary students as well as the wider community.

For several years, it has also supported Youth Bocce Canada – an organization that supports more than 400 athletes with special needs in the GTA and York Region – and Creating Alternatives, a day program for adults over 21 with developmental disabilities. As well, both Pine View Hyundai and Airport Nissan support Brampton’s annual Winter Lights Festival, an array of magical light displays that transforms Gage Park into a winter wonderland.

Helping to make wishes come true

Many car dealerships across the province contribute to organizations in their respective communities, but sometimes they also come together to contribute as a group. The Ontario Honda Dealers Association, along with the Honda Canada Foundation, recently came together to raise more than $84,000 for Make-A-Wish Canada during the 2022 Honda Indy Toronto in mid-July.

For more than a decade, Make-A-Wish fundraising activities have been an integral part of Toronto’s marquee racing event. In lieu of paid admission, attendees are encouraged to make a contribution to the organization, which grants wishes for children with critical illnesses, when entering the Indy grounds. All donations are then matched by the Honda Canada Foundation. To date this effort has raised more than $900,000 for Make-A-Wish Canada.

Dealer news: Helping youth across the Greater Toronto Area

wh-DealerNews-July16

Car dealerships have a proud history of giving back to their communities. While this support often takes the form of a financial contribution to a local charity, local event or organization, sometimes the donation is more unique.

In 2021, Toyota On The Park adopted a horse named Lewis – nicknamed Sweet Lou – at Sari Therapeutic Riding in Arva, Ont. It helps children and young adults with special needs grow physically and socially through specialized horseback riding. As part of the adoption program, Toyota On The Park covers the cost of the horse’s care for a full year. Lewis is one of 20 horses available for adoption through the program.

“We adopted Lewis last year and renewed it this year, and will continue to do so each year,” said Courtney Toms, marketing manager at Toyota on the Park.

Another charity that Toyota on the Park proudly supports is Motionball, a not-for-profit organization that raises money and awareness for the Special Olympics. The dealership recently participated in Marathon of Sport Toronto, which involved teams participating in various sports, and raised $375,000.

“Each team had the privilege of having a special Olympic athlete on their team. Ours was Mark, and he really was the MVP of the day,” said Toms. “This charity is one of our main focuses as it always involves the athletes. It allows us to support (the charity) as a team and be involved with those that benefit from our donations.”

Last November, Toyota On The Park was also a Tree Sponsor for the Make-A-Wish Trees of Joy Event. “We were provided a tree wish list for Oakley, a six-year-old who was diagnosed with a rare liver disease,” said Toms. “Oakley wished to have a white tree that was Sonic the Hedgehog and “Frozen”-themed, and that is exactly what we did.”

A Care-a-van of donations

In 2014, Uxbridge-based Williamson Chrysler launched Care-a-van, described as a “punny take on the Dodge Caravan,” to help the community’s food bank. The dealership partnered with a few local businesses to collect non-perishable food and donations.

This year’s event involved the participation of 20 local businesses and saw 30 van loads of donations delivered to the foodbank in June. In all, between $40,000 and $50,000 has been raised since the program started. “This cause is very close to my heart, and I am proud our how community has helped grow it over the years,” said Jim Williamson, dealer principal at Williamson Chrysler.

Dealerships get creative in giving back

wh-DealerNews-Race-June18

Selling cars is an artform for Everold Reid. A Lexus representative, this Renaissance man was there when the automaker first introduced its vehicles to Canada.

“The impact of the Lexus brand was immediate and positive,” said Reid, who recently celebrated 10 years with Lexus of Oakville. “It redefined the conversation about craftsmanship, customer expectations, refined luxury and quality in an automobile. It forced other manufactures to take note.”

In 2001, he became the general sales manager at the dealership, leading its sales team during its first full year of operations. He was instrumental in helping the dealership earn its first Pursuit of Excellence award in 2002 from Lexus.

After leaving the retail auto industry for eight years, Reid returned to Lexus of Oakville in February 2012, and soon established himself as a top producer. “I’ve had the opportunity to form deep and meaningful relationships with many colleagues and guests, including a special relationship with Frank Apa (president and general manager of the dealership), which goes back over 30 years.”

Reid, whose current title is lease renewal advisor, is also an author, speaker, sales and leasing coach. In 2015, he launched his first book, “The Reid Method: A Blueprint for Achieving Sales Mastery.” Six years ago, he also started his podcast, “The Reid Method Insider,” aimed at emerging and established sales professionals, or anyone seeking inspiration to advance their career advancement or develop their business skills.

“As I look back over the last 10 years at Lexus of Oakville, I’m fortunate to have met so many wonderful people and grateful for the opportunities I’ve been given to succeed,” said Reid.

<a href="https://wordpress.wheels.ca/wp-content/uploads/2022/06/wh-DealerNews-Reid-June18.jpg"><img class="alignnone size-full wp-image-169114" src="https://wordpress.wheels.ca/wp-content/uploads/2022/06/wh-DealerNews-Reid-June18.jpg" alt="Dealer News" width="512" height="640" /></a>

Bike race returns 

After a two-year absence due to COVID-19, the annual Paris to Ancaster Bike Race returned on April 24, drawing nearly 3,000 amateur competitors from around the world.

The Leggat Auto Group, which operates dealerships across southern Ontario, is an annual supporter of the event, known as “A Ride for Research.” It sees money raised to support life-saving health care research in fields like robotic surgery, respiratory health and mental health at St. Joseph’s Healthcare in Hamilton.

The Paris to Ancaster race included a 70-kilometre route, with a second race of 100-kilometres through farm lanes, local trails and gravel roads added this year. Since partnering with race organizers, more than $350,000 has been raised for St. Joseph’s.

Finding a home, and inspiration, with Lexus

wh-DealerNews-May21

In 1923, J.N. Willson purchased a cutter and sleigh company in Oshawa and began selling cars. It was an exciting era when automobiles were becoming an integral part of Canadian society.

His car company – later named Ontario Motor Sales – has remained in the Willson family for four generations. And while the business is one year shy of its centenary, celebrations of its 100th anniversary have already begun.

“One hundred years in business is a testament to the staff and ownership of the company,” said David Hicks, marketing and business development manager at Ontario Motor Sales. “It’s also a testament to the company’s strong ties to the community.”

To celebrate this milestone, Ontario Motor Sales is planning several events this year and in 2023. On May 6, the company hosted a reception and tour for staff members at the Canadian Automotive Museum, which is on the site of the original dealership.

This summer, the company will host a picnic to honour recent retirees, and in December the company will raffle a new Cadillac Escalade, with all proceeds going to Lakeridge Health, a hospital network serving the Durham Region. Other charitable events are also being planned.

Hicks said Ontario Motor Sales has grown and thrived by listening to its customers and delivering outstanding service. Recently, some customers requested the ability to purchase vehicles entirely by digital means, and the company made that option available.

The 100th anniversary of Ontario Motor Sales coincides with another new era in automobiles – the growing popularity of electric vehicles. “The move towards electric vehicles is a paradigm shift in the industry, and we look forward to meeting the evolving transportation needs of our customers and continuing to give back to the community,” said Hicks.

A million dollar thank you

In 2017, Hank Mews entered the University of Ottawa Heart Institute (UOHI) for valve replacement surgery. Fortunately, his procedure was successful, and the Myers Automotive Group, which operates 15 dealerships mostly in the Ottawa area, is now giving back.

Myers Automotive Group recently made a $1 million gift to the UOHI Foundation on behalf of the business. Its donation helped complete the foundation’s Bringing the Future Closer capital campaign, which secured hybrid operating rooms and the building of an expanded facility.

Dealer news: Marking a century in the auto industry

wh-DealerNews-Kowalsky-April23

When Gerry Kowalsky turned 35 in 1957, he decided to change careers. He’d worked in construction for 10 years and anticipated a slowdown in that industry. He answered an ad for an automotive salesperson at Kaye Ford in Kitchener and got the job.

Today, Kowalsky is Ontario’s oldest actively registered vehicle salesperson. On March 19, he celebrated his 100 birthday at Olympic Honda in Guelph, where he has worked for the past 36 years. He is still selling cars.

Kowalsky worked at Kaye Ford for 23 years, first in sales and later as a used car manager, before taking time off to care for his ailing wife (she died in 1992). When he returned to work, he was recruited by the Brewis family, which owned a Chevrolet Oldsmobile dealership in Paris, Ont., and sold cars there for two years. When that dealership was sold, he continued working there for a while before moving to the Brewis family’s Honda franchise in Guelph, which was opened by Charles Brewis in 1973. It is still family owned today.

At his birthday celebration, dozens of well-wishers were on hand to pay tribute to Kowalsky’s long career in the auto industry, including Guelph Mayor Cam Guthrie and John Carmichael, CEO of the Ontario Motor Vehicle Industry Council.

Hyundai fights homelessness

More than 40 Hyundai dealerships from across Canada answered the call to help address youth homelessness, donating more than $100,000 to 360ºkids in support of the organization’s ninth annual 360ºExperience fundraiser in Newmarket. During the March 3 event, participants spent a winter’s night outside to better understand some of the realities at-risk and homeless youth face.

<a href="https://wordpress.wheels.ca/wp-content/uploads/2022/04/wh-DealerNews-Hyundai-April23-scaled.jpeg"><img class="alignnone size-full wp-image-167739" src="https://wordpress.wheels.ca/wp-content/uploads/2022/04/wh-DealerNews-Hyundai-April23-scaled.jpeg" alt="Hyundai" width="2560" height="2436" /></a>

This year’s 360ºExperience took place both virtually and in-person, with virtual participants each raising a minimum of $100 and in-person participants each raising a minimum of $2,000. Don Romano, president and CEO of Hyundai Canada, and Kirk Merrett, the company’s director of human resources, were among those who spent the night outdoors to support 360ºkids’ vision that every child should have access to a safe home.

At 100 years old, this Ontario man is still selling cars in Guelph

Flow (1)

The Consumer Electronics Show (CES) in Las Vegas is the world’s largest technology show, and in the past decade, it has evolved into a dazzling showcase for groundbreaking vehicle trends and technologies.

At CES 2022, held in January, major auto manufacturers again unveiled a smorgasbord of new technologies (and partnerships with high-tech companies) that will drive the industry forward.

Although the event was shortened by a day and some automakers opted to forgo attending this year’s CES because of COVID-19, there were still enough surprises and exciting developments to wow audiences.

From an automotive perspective, the electrification of vehicles took centre stage at this year’s CES. Most of the prototype and production models on display were entirely electric, including the much-anticipated Chevrolet Silverado EV, the BMW iX M60 crossover and the Mercedes-Benz EQXX concept.

Japanese electronics giant, Sony, introduced an all-electric SUV concept called the Vision-S 02, which could go into production in the next few years. The company plans to use its expertise to provide enhancements in the area of mobility entertainment. Sony also unveiled plans to launch its own automotive unit.

For something completely different, BMW introduced its innovative iX Flow, featuring E Ink. It’s the first car in the world whose exterior colour can be changed digitally, simply with the touch of a button. Although this vehicle is not slated for production, this technology wins my vote for cool factor.

The body of the iX Flow is laminated with a special film that contains tiny microcapsules. According to BMW, “each capsule contains differently charged white, black or coloured particles, which become visible when an electric field is applied.”

<a href="http://d3odfdcwc42kff.cloudfront.net/wp-content/uploads/2022/02/Flow-2-scaled.jpg"><img class="alignnone size-full wp-image-165159" src="http://d3odfdcwc42kff.cloudfront.net/wp-content/uploads/2022/02/Flow-2-scaled.jpg" alt="Electronic Show" width="2560" height="1590" /></a>

Many partnerships between tech companies and automakers were announced. Mobileye (Intel’s autonomous driving division) has partnered with Volkswagen to provide mapping data on future models. Mobileye also announced that it will provide enhancements to Ford’s driver assistance system.

Technology giant, Qualcomm, announced deals to supply computer chips to Volvo, Honda and Renault, for the purpose of digitizing these automakers’ product lines.

Qualcomm said it has reached a deal to supply its “Snapdragon Cockpit” chips — and an operating system from Google — in vehicles. This deal will allow Volvo to utilize Google Assistant and navigation from Google Maps.

Several self-driving prototypes were unveiled, with car and tech companies anxious to show off the latest advances in automotive driving technology.

Tech company, NVIDIA, made a virtual address where it detailed its DRIVE Hyperion platform. The latest generation of DRIVE Hyperion includes “a high-performance computer and sensor architecture that meets the safety requirements of a fully autonomous vehicle.”

Many of the new automotive technologies unveiled at CES 2022 – specifically electrification and autonomous vehicles – will be on display at the 2023 Canadian International AutoShow.

The CIAS is recognized as one of the leading auto shows in North America, and it’s the largest consumer show of any kind in Canada, in size and attendance. The show encompasses approximately 650,000 square feet of the North and South Metro Convention Centres.

The 2023 AutoShow promises to be a thrilling experience for visitors. Next year, the CIAS will celebrate its 50th anniversary of the modern era of the show, and excitement is already starting to build for this milestone event.

The next show will pay homage to the past five decades and include many of the exhibits that audiences have come to love and appreciate. There will be more than 1,000 cars, trucks and SUVs on display.

AutoShow organizers intend to once again exceed expectations by presenting a total immersive experience that captures the true spirit, excitement and diversity of the automotive industry.

Michael Eatson is president of the Trillium Automobile Dealers Association and is president of Peterborough Volkswagen. This column represents the views and values of the TADA. Write to <a href="mailto:president@tada.ca">president@tada.ca</a> or go to <a href="https://urldefense.com/v3/__http:/tada.ca/__;!!AlmGDlt8!hGNNqLEdOPka4nhnfuE3Gnw-8ocf2r537XReLNXFdUkhKGphrJhkDk_7mtQSXP0$">tada.ca</a>. For information about automotive trends and careers, visit <a href="https://urldefense.com/v3/__http:/carsandjobs.com/__;!!AlmGDlt8!hGNNqLEdOPka4nhnfuE3Gnw-8ocf2r537XReLNXFdUkhKGphrJhkDk_79uuEoQE$">carsandjobs.com</a>.

Groundbreaking auto tech on display at Consumer Electronics Show 

d7e245ebb66f2c25eb7dced75a11f769_1024

Michael Eatson has spent the majority of his career looking at the road ahead, planning for the future, anticipating trends.

Last October, he permitted himself a rare opportunity to look into the past as his dealership celebrated its 50th Anniversary. “My parents opened Peterborough Volkswagen in September, 1969, and the journey from then until now has been extraordinary,” says Eatson, Dealer Principal at Peterborough Volkswagen.

“To have my parents on hand to participate in that milestone was a proud moment for our family and staff.”

Peterborough Volkswagen’s 50th Anniversary event included an Oktoberfest theme, in keeping with the dealership’s ‘VolkFest in the Kawarthas’ event that it has hosted in recent years, which celebrates the heritage of the Volkswagen brand.

Eatson reflects fondly on that 50th Anniversary celebration and his career at Peterborough Volkswagen. His experience in the car business began a generation earlier, in 1951, when his parents immigrated to Canada from Europe. Eatson’s father, Peter Eatson, worked through the ranks, from floor sweeper to technician to service manager and salesperson to store owner.

<iframe src="https://www.youtube.com/embed/n6WSSGxD4SM" width="900" height="481" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
“When I began working at Peterborough Volkswagen, after graduating from the University of Guelph in 1987, I’d spent years around the dealership,” said Eatson, in an interview. “My father insisted that I work in all departments. His belief that fixed operations were the heartbeat of the dealership helped me to appreciate how much more there is to this business than selling cars.”

Throughout his career, Eatson has maintained a strong focus on customer satisfaction and professional development. He provides his staff with a supportive working environment and the tools to succeed.

In 2009, after 40 years in downtown Peterborough, Peterborough Volkswagen moved into a new facility in the north end of the city. “The economy was in a tailspin and there was anxiety attached to this move,” said Eatson. “But with a great team, we were able to transition and prosper. We have many new faces, as we have grown, but our core team remained with us throughout this period.”

With its move to a larger facility, Peterborough Volkswagen has maintained its community focus. Eatson says that his parents instilled in him a philosophy of giving back. “We are proud to contribute to many important causes locally, including Community Care, Hospice Peterborough and the YWCA,” he said.

Peterborough Volkswagen has also developed relationships with high schools and their co-op programs. Over the years, the company has hired students to stay on, in part-time and full-time placements.

“We encourage these relationships and hope that the school system continues to promote our industry in a positive light. The TADA’s education initiatives have provided dealers with tools to help promote the opportunities that exist in our businesses. This is not the car business of yesterday; dealers are hiring marketing and digital experts, along with business development teams, product specialists, accounting and business managers.”

<a href="http://d3odfdcwc42kff.cloudfront.net/wp-content/uploads/2020/02/TADA-president-Michael-Eatson-11.jpg"><img class="alignnone size-full wp-image-149007" src="http://d3odfdcwc42kff.cloudfront.net/wp-content/uploads/2020/02/TADA-president-Michael-Eatson-11.jpg" alt="Michael Eatson" width="1280" height="1706" /></a>

Eatson’s TADA involvement has come naturally to him. His father was past president of the former Ontario Automobile Dealers Association.

“After my initial involvement with the OADA, I was fortunate to be involved with the merger of the Toronto Automobile Association and the OADA,” said Eatson. “These were interesting times for a small dealer from Peterborough, and it was especially rewarding to be involved with such respected dealers from the big city.”

In April, Eatson will become the new President of the TADA, a one-year term. He is excited about this opportunity to provide leadership and expertise for the association, which represents 1,100 members across Ontario.

“One of my mandates as President will be to promote careers and education,” said Eatson. “Our association has deployed many resources in creating awareness about the career opportunities that exist in our industry.”

Working in the retail automobile environment has not been without its challenges. “From manufacturer demands to customer expectations, our industry is experiencing a period of rapid change and transformation,” Eatson said. “Many new technologies are available to assist in our daily operations, and to communicate with clients. Finding the right pieces that work for our dealership, customers and, most importantly, our staff, is an ongoing challenge.”

Eatson admits that digital marketing has altered how customers research and buy cars. “The average car shopper experiences more than 900 digital interactions when buying a car, and so it’s vital that we understand that process and be where our customers are,” he said.

As he looks to the future, Eatson is encouraged by the direction of his dealership, and with the Volkswagen brand. “VW has a unique offering for the driving public,” Eatson said. “Our customers expect something out of the ordinary, and as we move forward through this digital world, VW will be at the forefront of ‘vehicle-to-customer-to-dealer’ communication.

“It’s going to be exciting times in the car business, especially VW as we launch the refreshed Atlas SUV and Tiguan, which include full digital customizable instrument clusters, as well as car to customer to dealer communications.”

Just as Eatson followed in the footsteps of his father at Peterborough Volkswagen, his sons are doing the same. After graduation from Georgian College, Eric joined the team full-time in 2017 and is now the Pre-Owned Manager while furthering his education in the AUDM (Automotive Business Management) program at Georgian, a one-year intensive program designed for working automotive professionals. Graeme, after completing the Automotive Business Program, is now extending his education to complete the Automotive Business degree program, which includes co-op experience.

"I'm proud to see my sons carrying on the automotive traditions of our family," said Eatson. "My advice to them is the same advice that my father gave to me all those years ago: you get out what you put in."

By Ross Fattori / Special to wheels.ca

Ross Fattori

Articles by Ross Fattori