The Ontario Dealer - Volume 9 Issue 3

YOUR CONNECTION TO ONTARIO’S USED CAR INDUSTRY

THE ONTARIO UCDA

VOLUME 9, ISSUE 3

THE OFFICIAL MAGAZINE OF THE USED CAR DEALERS ASSOCIATION OF ONTARIO

> INSIDE: PLUS DEALER PROFILE: AUTOHOUSE KINGSTON /18

WHO’S BUYING A USED CAR THESE DAYS? /13

MARKETING MAKEOVER - BACK TO BASICS /32 FALL 2021

THEONTARIODEALER.COM

Keep customers for a lifetime Leverage CARFAX Canada’s trusted brand to drive customers back to your dealership throughout their lifetime of vehicle ownership.

With CARFAX for Life, service reminders and exclusive email offers bring customers back to YOU, helping to increase service revenue and build customer loyalty.

To learn more, visit go.carfax.ca/service.

2 | THE ONTARIO DEALER

THE ONTARIO UCDA

IN THIS ISSUE

VOLUME 9, ISSUE 2

Fall 2021 USED CAR DEALERS ASSOCIATION OF ONTARIO 230 Norseman Street, Toronto, ON M8Z 2R4 Tel: 416.231.2600 Toll Free: 1.800.268.2598 web@ucda.org

FEATURED STORIES Who’s Buying A Used Car These Days?

By Joanne Walmsley

13

ucda.org Publication Mail Agreement #41890516

ONTARIO DEALER is published by Laservision Graphics Ltd. four times a year.

130 Industry Street, Unit 36, North York, ON M6M 5G3

EDITOR Gina Monaco Tel: 1.647.344.9300 or 1.289.456.4617 gina@ontariodealer.com

ADVERTISING SALES Direct: 416.360.0797 Office: 647.344.9300

PHOTOGRAPHY photosbypierce.com

The Keys to a Successful Journey in Auto Sales

By Ronda Payne

24 The Queenston Automotive Group Purchases JP Motors

29 Marketing Makeover Back to Basics

05 07 09 16 18 22 27 29 30

The Driver’s Seat Warren Barnard

Editor’s Note Gina Monaco

The Law Matters Jim Hamilton

Tech Talk Angela West

Dealer Profile Ronda Payne

Trends Chris Chase

The Common Lawyer Justin M. Jakublak

Online Car Buying Drew Harden

Old Car Detective Bill Sherk

By Angela West

32

DESIGN thrillhousestudios.com

CONTRIBUTORS Chris Chase, Ronda Payne, Bill Sherk, Angela West, Joanne Walmsley If you are interested in having your personal opinion heard, contact the editor at gina@ontariodealer.com

The publisher of The Ontario Dealer reserves the right to turn down any advertising or content submitted to it. The Used Car Dealers Association of Ontario and the publisher accept no responsibility for claims or statements made by advertisers in this publication or by the independent authors of articles appearing in this publication. All statements and opinions appearing in this publication are those of the writers themselves and are not to be construed as reflecting the position or endorsement of the Used Car Dealers Association of Ontario or the publisher.

VOLUME 9, ISSUE 3 | 3

You asked. OMVIC delivered.

The Help for Dealers Video Series and Educational Resources In response to a survey, more than 3300 dealers and salespeople told OMVIC they wanted to learn more about: •

All-in price advertising

•

How to handle contract cancellation

•

Disclosing collision repairs

•

Disclosing vehicle condition and

Vic

needed repairs •

Disclosing negative equity on bills of sale

And they said they’d like the information via video and interactive tools. OMVIC listened.

Check it Out Meet Vic, host of the OMVIC Help for Dealers video series. These short videos and the downloadable toolkit will assist dealers and salespeople better understand and comply with the Motor Vehicle Dealers Act.

Visit omvic.on.ca and take advantage of these free resources.

4 | THE ONTARIO DEALER

“Fairness and professionalism are good for the consumer, the industry and your business”

THE DRIVER’S SEAT The Perfect Storm Fueling Low Inventories and High Prices two years ago. He didn’t bite. He needs a truck and he’d pay through the roof for another new one … assuming he could even find one. So he said, “Thanks, but no thanks. I’ll keep what I’ve got!”

The market has been turned on its head and it remains to be seen when it will get back to normal.

By Warren Barnard, Executive Director, UCDA

IT’S BECOME A FAMILIAR REFRAIN during the pandemic. …. “Where, oh where can I find inventory?”

A perfect storm of economic factors has driven used vehicle prices off the map and made many popular models, especially always popular pickups and SUVs, almost impossible to find at any price.

I’ve heard and read stories out of the U.S where two or even three year old models are fetching wholesale prices that are higher than the original retail price.

I had not heard of it happening in Canada … yet. That may be changing though. At a recent backyard BBQ at my sister’s place, her husband told me that the dealership from which he had purchased a brand new 2019 Chevy Silverado, pre-pandemic, had contacted him in July and offered to buy it back for the same price he paid for it new

It all stems from supply and demand.

Supply is low and demand remains high.

Microchip shortages for new vehicles continue to cause ripples in the used vehicle market. As long as waiting lists for new vehicles, trucks in particular, cause buyers to look at two and three year old models as an alternative, inventory will remain tight and prices aren’t going to drop anytime soon.

There are still plenty of first time used vehicle buyers out there as we enter into the fall buying season. Many don’t have a vehicle to trade in. When they purchase a used one, it’s gone and there’s no replacement vehicle entering the used vehicle supply chain.

Many daily rental vehicles that would normally enter the marketplace after a year, don’t, because the rental companies can’t access as many new vehicles for their fleet as they once could. They’re keeping vehicles in their fleets longer.

With such shortages and high prices, many lessees, who would normally turn their leases over every three or four years, are choosing to buy out their leased vehicles and keep them, or even sell them, knowing how much they’re worth in the market today.

Finally, with the supply situation in the U.S. even tighter than here, many U.S. dealers will continue to snap up Canadian trucks and other high demand vehicles, at prices that many Canadian dealers simply can’t afford.

Auction prices for pickups are at or near Canadian retail prices, but U.S. dealers still have room to make a profit back home.

Many smaller dealers continue to struggle during the pandemic, unable to obtain affordable inventory. How long they can endure current market conditions remains to be seen. They eagerly await a return to a “normal” market.

It may well continue to be a challenging fall for many, but one thing’s for sure, The Ontario Dealer has many timely and interesting articles for you to read in this issue.

• Who’s Buying Used Cars These Days?

• Keys to Success -- Interviews with four successful dealers as they share their tips and strategies • Marketing Makeover -- Back to Basics • Tech Talk with the latest on what’s happening in automotive gadgets and apps • Dealer Profile – Autohouse Kingston • The Common Lawyer looks at cyberattacks in the industry • The Old Car Detective I hope you enjoy them and have a safe, healthy and productive fall!

VOLUME 9, ISSUE 3 | 5

MORE THAN $1 MILLION IN DEALER LOYALTY REBATES GENERATED FOR UCDA MEMBERS IN 2020.

EDITOR’S NOTE Get Customers to Trust Your Advice The next customer that walks into your dealership may leave with one of your cars but is unlikely to take your advice.

While a car buyer seeking advice will consult 2-3 sources while shopping, a recent survey of over 2000 Canadian car buyers, new and used, found that only 25% get advice from a dealership on which car to buy and how to handle the purchase process.

By Drew Harden, Editor

THE ALREADY COMPETITIVE used car

business might just become more so, depending on the upcoming changes to the Motor Vehicle Dealers Act. So, how do you build loyalty, build trust, and build a successful dealership?

In this issue we interview four successful dealers to find out how they grew their businesses as they share some of their strategies.

I also came across the following article written for CARFAX that explores dealer/ customer relationships. They found that in a recent survey of over 2000 Canadian car buyers, new and used, only 25% get advice from a dealership on which car to buy and how to handle the purchase process.

The article offers some insights and tips on earning your customer’s trust. I have reprinted on page 29, with permission.

But car buying could be a lot easier if dealerships were a trusted source of advice. Common advisors like friends, family, or car reviewers may not be aware of what will best match a customer’s needs and lifestyle. Plus, if the customer received bad advice and doesn’t trust the dealership when they’re trying to help, a deal can quickly spiral out of control. So, what can a dealership do to make itself a trusted source of advice for more car buyers?

Why aren’t they seeking your advice?

Among buyers who did not consult a dealership for advice, the most common reason was they felt that they already knew what they wanted before coming in. Beyond that were concerns that the dealership may not have the customer’s best interests in mind, with some potential buyers believing that dealerships would be biased or only focused on making money. Vehicle buyers are avoiding dealership advice because of a lack of trust, not because they want advice from somewhere else.

How to gain car buyers’ trust The best way to attract tomorrow’s car buyers to come to you for advice is by

building great relationships with the customers who are in your store today.

The most common reasons a car buyer trusts a dealership as a source for car buying advice are: • They have bought from the dealership before • Dealership has positive reviews • Dealership comes recommended by a friend or family member We also know many potential customers won’t have a relationship with your dealership (yet). There are still actions you can take for them to trust your input.

New customers tell us they will trust your advice if you are upfront with verifiable information about your vehicles through: • Offering free vehicle history reports • Justifying your prices with comparable vehicles • Providing everything a customer wants to know in your listings Building trust early creates future sales We may sound like a broken record, but building trust is pivotal if you want to not only land the sale today but also if you want to become a trusted source of advice for future vehicle buyers.

The relationships you build with these satisfied customers will drive repeat business, referrals, and reviews that create more customers that will trust you for advice.

If a customer can recognize that you’ve been honest with them from the start, they’ll be inclined to trust you for advice later. ■

VOLUME 9, ISSUE 3 | 7

Your Site ... Your Cars!

2,40

HOME | USED CARS | NEW CARS | FIND A DEALER | ABOUT US

50,

0D

e

000and alers Car s

t u o b !

A s T U A k As E CH LIV

UCDA Members Only because ontariocars.ca is YOUR site!

No Distracting Pop-up Ads No Manufacturer’s Ads

No Unrelated Product Ads No CURBSIDERS

Set up your FREE Account at ucdasearches.com 1-800-268-2598 • support@ontariocars.ca

8 | THE ONTARIO DEALER

THE LAW MATTERS Ontario Parents Advocating for Children with Cancer (OPACC) are managed separately. OPACC receives no government funding. All funding for development of programs, services and special events (provided at no cost to sponsored families) comes from the donations of organizations (like the UCDA), businesses, foundations, and individuals.

By Jim Hamilton Legal Services Director

UCDA MEMBERS have supported

various charitable organizations for several years now that are engaged in supporting families with children ill with cancer. We have focused on smaller, grass-roots organizations operating all over the Province, as our membership is located all over Ontario ... and cancer knows no borders.

We want to highlight one such organization in this article which, like many of the charities we support, do their crucial work quietly, behind the scenes, without fanfare or recognition.

Hopefully we can change that a little bit with this spotlight.

OPACC is an independent registered charity based in Barrie, ON. While they often partner with other organizations to provide services to families of children with cancer, their programs

These are the details, but if you want the real story, you have to hear from the families, and the children themselves.

Here are some of those stories: Mia’s Story “Mia was diagnosed with Medulloblastoma in 2015 at the age of 13 months. Up until that point, she was a very healthy little girl, never sick, not so much as a cough. I did everything I could to make her first year as healthy as possible.

As you can imagine, we were devastated upon learning her diagnosis.

Our entire world changed in an instant.

It was an emotionally and physically challenging

journey those months for both Mia and us (her parents). Thankfully we had an incredible support team, family, friends, the team at SickKids, and OPACC. OPACC was there for us every Monday morning and Tuesday evening at SickKids. They helped me talk about Mia’s condition and listened with empathy and such wonderful support.

They gave me such great advice, helped me sign up for events for Mia and helped me deal with my daily struggles.

The coffee and treats were so thoughtful and very much needed. It's difficult to stay strong all the time, especially when your child is suffering from any critical illness, but OPACC helped me deal with my daily and weekly struggles, and I would always leave them feeling a little bit better. They knew what I was going through which is the most important thing.

It was comforting to know that you are not alone in this journey.

Yes, you have family and friends to help you, but no one really can understand your emotions and your struggles unless you have experienced them yourself. I got my strength from them. If they were able to continue on and get through their children’s illnesses, then I could too. And,

VOLUME 9, ISSUE 3 | 9

we have been able to get through this.

Mia has completed her treatments and at the present time, she has had no recurrence. OPACC helped me create a blog to record my experiences and Mia’s experiences so that we could share it with family and friends - it has been such great therapy for us, for me especially. Even though Mia has been cleared with the last few MRIs and is currently cancer free, it doesn’t mean it is over. It will never be over.

Our lives will never be the same. There will always be the constant fear of it returning, side effects of chemotherapy, and post traumatic stress that we are all experiencing. For now, we live and cherish each day we have with her. We thank the Lord every day for giving us more time with her and we continue to hope for a long and wonderful life for our little girl." - Amy Amato (Mia’s mom) Lauren’s Story “Finding out that our 12 year old daughter would need to be treated for Acute Lymphoblastic Leukaemia left me feeling as though I were drowning in a sea of emotion, worry and uncertainty. As we navigated this world of chemotherapy, needles, medications, side effects, and appointments it wasn’t easy to ignore the fact that we were not alone.

When I saw posters for the OPACC monthly meetings held in Hamilton, I

10 | THE ONTARIO DEALER

longed to go. It wasn’t easy for me to say that I would drive off to Hamilton from Cambridge for my own well-being. As a parent in this type of situation, you will very often be told, “remember to take care of yourself.” How could it be that there were even more families in Cambridge bearing the brunt of this relentless disease? I had not had the opportunity to attend another OPACC support meeting, and was feeling that perhaps I wasn’t alone in needing the support from those who ‘got it’.

Following some conversations with other Cambridge families, the intent to create a Cambridge chapter was born.

Ontario Parents Advocating for Children with Cancer provided the umbrella for our small but mighty group to begin meeting in June 2017. As a facilitator, I initially saw my role as a parent who was still in the midst of a long treatment with their child. I could easily relate to other parents and had a desire to be a supportive ear and voice during dire times. The feeling of isolation would hopefully be replaced with the sense of never being alone through this group.

I never dreamed that

I would be doing this as a bereaved parent. We fully expected that Lauren would make it through to the end of her treatment. It was with utter shock and sadness that on April 23 2018 at the age of 14, Lauren succumbed to infection and passed away. We miss her terribly.

Her journey didn’t finish as we thought it would. With this, I move through the pain, and my grief. I continue to facilitate the support group, and I support the work that OPACC provides to Ontario parents.

As a recipient of OPACC I can vouch for the immeasurable support provided through the community support groups that it organizes, reduced hospital parking rates provided to families, as well as the efforts to ensure families are aware of Provincial level benefits while their children are in treatment.

With heartfelt regard, I am indebted to OPACC for opening me to a world

of love, support and camaraderie like no other. The role of an OPACC group facilitator for me continues to be one of the utmost honour." – Karen Destun (Lauren’s mom) Griffin’s Story “Griffin is a 10-year-old serious word nerd who is obsessed with Harry Potter and playing chess. He is a Cub Scout and a purple belt in karate. Eight years ago, when he was 22 months old, he was diagnosed with Rhabdomyosarcoma of the eye orbit, a rare and aggressive type of muscle cancer. After 48 weeks of chemo and 25 radiation treatments to the face, he has been cancer free and loving life ever since.

His Mum and Dad, Emily and Marty, are dedicated to helping others in their childhood cancer journey and continue to support others in the community.

We started and run the OPACC Parent Support group and The Courage Cape Project in Niagara. OPACC Niagara is not just a support group. It's my go-to for everything. We celebrate no more

chemo together, we cry when there is a relapse, we come together to help a cause, cook dinner for families, sew courage capes, and we lend a helping hand. We laugh together, we raise each other up. Life with cancer is hard, life after cancer is hard too.

This group has turned my journey from just surviving to thriving." – Emily Hammond (Griffin’s mom) If your dealership is interested in more information about OPACC or other organizations operating around Ontario, and you’d like to lend a hand or offer assistance or donations, here is a list of the organizations UCDA Members have supported in the past, and will continue to support in the future: CANDLELIGHTERS OTTAWA 21 Concourse Gate, Suite 9, Ottawa, ON K2E 7S4 www.candlelighters.net 613-715-9157 CANDLELIGHTERS SIMCOE 6 Emily Court, Barrie, ON, L4N 6B4 www.candlelighterssimcoe.ca 705-

305-4653 ONTARIO PARENTS ADVOCATING FOR CHILDREN WITH CANCER (OPACC) 524 Bayfield Street North, P.O. Box 20005, Barrie, ON L4M 5E9 www.opacc.org 705-828-7965 or 1-888-290-5496 NORTHERN ONTARIO FAMILIES OF CHILDREN WITH CANCER 1901 Lasalle Blvd., Sudbury, ON P3A 2A3 | www.nofcc.ca 705-586-3229 or 1-888-993-9227 KIDS KICKING CANCER CANADA 201 King St, London ON N6A 1C9 www.kidskickingcancer.ca 519-281-5046 or 1-877-454-7795 CHILDCAN 792 Commissioners Road West, London, ON N6K 1C2 www.childcan.com 1-800-966-0631

CAMP TRILLIUM IN PICTON 940 Queensdale Avenue East, Hamilton, ON L8V 1N4 www.camptrillium.com 1-888-999-2267

CAMP Q IN THUNDER BAY 1444 Queen Street East, Toronto, ON M4L 1E1 www.campquality.org 416-406-2267 or 1-866-738-8011

HELP A CHILD SMILE 118 Powerline Road, Unit 14 Oneida, Brantford, ON N5T 5L8 www.helpachildsmile.com 1-844-462-3108

CAMP OOCH MUSKOKA 464 Bathurst Street, Toronto, ON M5T 2S6 | www.ooch.org 416-961-6624 or 1-888-464-6624 ■

VOLUME 9, ISSUE 3 | 11

Reduce Fraud from Online Transactions with the use of 3D Secure

Card not present (online) transactions are the fastest growing areas of payments. Consumers have more ways to pay than ever before either through a browser, mobile app or connected device.

Digital transactions are harder to authenticate, half of digital commerce transactions are blocked or fail due to suspected fraud but are actually legitimate transactions.

Three-Domain Secure (3DS) is a messaging protocol that enables consumers to directly authenticate their account with the account issuer when shopping online.

WHAT IT IS ► Three-Domain Secure (3-D Secure or 3DS) allows for secure authentication of the card holder directly with the issuer of the card. ► With 3-D secure enabled, businesses can be protected from fraudulent chargebacks on qualified transactions

WHAT IT DOES ► Chargeback protection on qualified transactions ► Increase consumer confidence shopping online ► Can provide interchange rate discounts, lowering your transaction costs

BENEFITS ►

Increase profit margin

► Increase sales ► Protect business’s

bottom line from

fraud & chargebacks ► Mitigates Fraud

► Seamless checkout experience to reduce friction

BENEFITS TO UCDA MEMBERS With our partner-enabled 3D secure technology solutions, Global Payments can provide seamless e-commerce options help your dealership accept digital payments. ► Secure e-commerce and online transactions

► Contactless drop off, pick up and scheduling.

► Frictionless commerce

► Built-in fraud management tools and liability shift

► Two-way text communication

with 3D Secure

► Mobile Check-ins, repair estimates by text and e-inspection reports

Global Payments and the Global Payments logo are trademarks of Global Payments Inc. and may not be copied, imitated, or used, in whole or in part, without prior written consent.

All other trademarks, registered trademarks, product names, and logos identified or mentioned herein are the property of their respective owners.

Payment processing and pricing approvals provided by Global Payments Direct, Inc. Terminals & terminal services provided by Global Payments Canada GP. All offers are valid on approved credit.

WHO’S BUYING A USED CAR THESE DAYS?

By Joanne Walmsley

SO, ‘WHO’S BUYING A USED CAR these days?’ The short answer is: Lots of people.

It may not quite be time for used car dealers to rejoice, jump for joy or anticipate a 100% increase in sales but, studies and predictions from analysts indicate the used car sales industry is booming and more growth is expected.

Sarwant Singh, a contributor to Forbes

magazine writes, “Today, used car sales outstrip that of new cars by a margin of almost 2:1 in the U.S. Germany, the U.K. and France.”

Philip Reed, auto editor at the personal finance site NerdWallet had this to say about the used car sales industry: "We're actually living in a golden age of used cars. I mean, the reliability of used cars is remarkable these

VOLUME 9, ISSUE 3 | 13

WHO'S BUYING USED CARS | RONDA PAYNE days. There is an endless river of cars coming off three-year leases that are in very good shape. And even cars that are older than that, are definitely worth considering. You know, people are buying good used cars at a hundredthousand miles and driving them for another hundred-thousand miles."

“Vehicle listings with condition information are up to three-times more likely to sell.."

Considering these points, it is a good idea for used car dealership owners to understand who is buying used cars, what they consider important in a used car, what they are buying and how they look for a car. In this way you can get a better idea of what to buy at auction, how to advertise the cars available on your lot and ultimately position your dealership as one that is a go to place to purchase a used car.

Who’s buying used cars?

What are consumers buying?

A survey conducted by Brandwatch about consumer trends in the auto industry identified that the two most important considerations when buying a new or used car were quality and affordability. In fact, quality was the most popular option with 30% of the vote. Affordability followed, with 21% of respondents choosing it as the most important attribute.

Again, I asked for Liliane Dubois’ expertise in determining the top 5 used cars people are buying in Ontario.

According to the data collected from the Dealertrack portal, the top 5 used cars bought by Ontario consumers since January 2021 are:

Liliane Dubois, General Manager of Dealertrack Canada reviewed data from the Dealertrack portal and, the data does reflect affordability as a key attribute when purchasing a used car.

She writes: “What we’ve seen in terms of trends, is the used car buyer tends to be younger than new car buyers. The average age is 41 for both men and women. Used car buyers tend to have a lower average income than new car buyers and they are less likely to own a home. And, in recent months, the average used vehicle purchase for women was $22,000 while for men, the average used car purchase was $24,000.”

1. Ram 1500 2. Nissan Rogue 3. Chevrolet Silverado 1500 4. GMC Sierra 1500 5. Hyundai Elantra As used car dealership personnel, you might seriously consider bidding on one or more of the top 5 vehicles next time you are at auction.

Additionally, Mark Chatfield, Regional General Manager, Eastern Canada, Manheim Auctions suggests, before you bid, consider the following: “Vehicle listings with condition information are up to three-times more likely to sell. Condition reports are performed by certified inspectors and use one set of guidelines to guarantee consistency and quality. A consistent full disclosure inspection helps buyers make an informed decision.”

"Today, used car sales outstrip that of new cars by a margin of almost 2:1" Also, says Mark, “Accurate and detailed vehicle inspection reports are significant in today’s digital environment. A helpful benefit from the inspection reports is reduced

14 | THE ONTARIO DEALER

WHO'S BUYING USED CARS | RONDA PAYNE arbitrations compared to vehicles without condition information” How potential car buyers conduct research and how they can be attracted to visit the website of a dealership In recent years, consumers wishing to buy a car tend not to visit dealerships to research the market. Instead, they browse for new and used vehicles online. And, according to Cox Auto Canada, “most car shoppers are looking at new and used cars simultaneously.”

Once a car buyer has narrowed down their choices and/or chosen the car they wish to purchase, it is good to know that they do not necessarily make the purchase online. According to The Zebra, 61.4% of buyers prefer to make their purchase at a dealership.

This is good news for used car dealers but what can you do to attract consumers to your dealership?

Be mindful too of including words and phrases in the text that consumers might use as they conduct their research. For example, “used cars for sale,” “quality used cars,” or “affordable used cars.”

Additionally, vehicle listings on your website should highlight condition information and whether or not the vehicle comes with an inspection report.

Mark Chatfield makes some additional recommendations:

It is integral that your website be user friendly, include high quality images “Some cars have been through a and text that is understandable for thorough disinfecting treatment, and consumers who may not be car experts. this may be of value or peace of mind To increase the chances of consumers for some buyers.” coming across your site, it is also important that your website continue Mark added, “Other expectations in to evolve. This can be done by adding the vehicle purchasing process include processes and tools to meet consumer websites that include a user-friendly demand. For example, if you don’t digital experience to facilitate the already have them, consider adding financing, research and acquisition finance calculators and chatbots to of the vehicle, including the vehicle your website. history report and a seamless postsales process.”

In the end…

As stated above, quality (30% of respondents) and affordability (21% of respondents) were considered the top two “must haves” by consumers considering purchasing a used car. These can readily be stated or highlighted on a website and should be, but, the third most important cannot readily be shown on a website.

The truth is, even though the online shopping experience continues to grow, most shoppers are not quite ready to make the jump to 100% digital car buying. The majority still turn to dealerships for their final purchases.

This brings me to the third most important “must have.” Consumers consider good customer service to be the third most important “must have” when making a used car purchase.

So, in the end, whether it be by email, telephone, or in-person, selling a used car is still reliant on good old-fashioned pleasant, positive and helpful customer service! ■

Thrill different. thrillhousestudios.com

VOLUME 9, ISSUE 3 | 15

TRENDS | CHRIS CHASE

TECH TALK HERE’S THE LATEST ON WHAT’S HAPPENING IN AUTOMOTIVE GADGETS AND APPS.

By Angela West The summer might be over, but that doesn’t mean you can’t still hit the road and make the most out of every season. After all, there’s nothing quite like hopping in the car with your family and friends, hitting play on your favourite road trip playlist, and exploring the world around you.

You can enhance your road trips with some of the latest in car tech, designed to offer a hasslefree driving experience so you can focus on making your next trip one to remember. Here’s what’s happening in the world of automotive gadgets, apps, and accessories.

16 | THE ONTARIO DEALER

Audiophiles can take their music experience to the next level

easier for DIY installations in just about any vehicle.

When it comes to sound quality and usability, audiophiles don’t mess around.

The new Kenwood Excelon DMX907S is the company’s latest digital multimedia receiver, featuring a built-in 6.95” touchscreen display and high quality components which output audiophilegrade sound. The Excelon DMX907S offers drivers wireless and wired Apple CarPlay and Android Auto functionality, and the touch-screen means you’ll be able to use your favourite apps on the gorgeous display while your device charges. The receiver also features alternate music sources like HD Radio, high-res audio playback, Bluetooth, and satellite radio with an optional tuner.

The lights can be controlled through the Govee Home app, where modes including Music, Colour, and Scenes can be selected to suit the mood and vibe of your ride, and each kit comes with a charger for your mobile device. These Govee Interior LED Car Lights are a great choice for drivers who aren’t scared off by drawing attention to their vehicle, offering a safe and flashy way to enhance your driving.

Both Apple CarPlay and Android Auto run seamlessly on the Kenwood Excelon DMX907S, offering a great music and multimedia streaming experience while keeping distractions low. Drivers will have instant voice access to their entire music library, audiobooks, phone and text messages, navigation apps, and weather without taking their eyes off the road. The Kenwood receiver can also be paired with the Kenwood DRV-N520 Drive Recorder dashcam, offering an enhanced viewing and playback experience from the comfort of your dash.

To find out more about how the Kenwood Excelon DMX907S is the perfect multimedia receiver for audiophiles, check it out on www.kenwood.com Brighten things up with these interior LED lights For drivers in search of something a little more flashy, look no further than the Govee Interior LED Car Lights. These LED lights create a vibrant driving experience, allowing drivers to choose from a huge number of colours, brightness levels, and even modes. The Govee LED lights come in a new two-line design with longer wires, making it far

For more information about the Govee Car LED Lights, search for them on www. amazon.ca A high definition rear dual recording dash cam lets you capture everything Dash cams practically sell themselves, getting drivers out of tough spots by proving who is responsible for accidents, capturing events happening right in front of you, deterring thieves, and recording the world around you so you can watch it all over again.

The Toguard CE70 is a unique mirror dashcam which acts as a dual dash cam and a backup camera, letting you take the unknowns out of backing up while enjoying the many benefits of a high quality dash cam.

The Toguard CE70 features intelligent voice control, an adjustable rear view angle and customizable brightness controls, HD picture in day and night conditions, and more. The front-facing camera has a 170-degree field of view, and the waterproof rear camera has a 140-degree field of view, ensuring that you can fit everything into frame while you’re on the road. Additional features like the 24-hour parking monitor mode and a safety parking and reversing aid system enhances safety and security, giving you everything you could ever want out of a dashcam.

To find out more about the Toguard CE70 dash cam, visit www.toguard.cc

TECH TALK | ANGELA WEST Keep your vehicle clean and organized to enhance your trips It can be all too easy to fall into the old habit of throwing trash into the backseat or underneath the console until you’re ready for your vehicle’s monthly cleaning.

Trash and other clutter can quickly turn any ride into an uncomfortable one, reminding you every time you enter your car that it’s time to clean it up. The High Road StashAway headrest and console car trash can makes it easier than ever before to throw away trash without creating more work for yourself or grossing out passengers.

The StashAway is a leak proof trash bin which can be attached to your car’s console or hung from your headrest, designed to keep trash out of sight and out of mind. With the StashAway, you’ll be able to hold up to 1.5 gallons of trash without worrying about leaks, drips or spills. It also features mesh side pockets and a front fabric pocket to store wipes and sanitizer, can be installed in just seconds, and is designed with durable polyester materials that can be easily spot cleaned.

Find out more about the High Road StashAway car trash can at www. highroadorganizers.com A truly versatile car adapter you can count on A Bluetooth FM transmitter can be your best friend on the road, turning a dull trip into one filled with your favourite songs, podcasts, audiobooks, or radio programs. Unfortunately, some vehicles still don’t have the Bluetooth capability, and so drivers are forced to either go without or find a workaround.

The Nulaxy NX14 Bluetooth 5.0 Car Adapter is the ultimate workaround, and one of the most versatile car adapters available, featuring a dual digital display screen and LED backlighting, dual quick charging ports for your devices, handsfree call features, and Google Voice and Siri compatibility. The adapter plugs right into your vehicle’s lighter port, offering

instant Bluetooth function so you can enjoy your favourite audio and minimize distractions by making and receiving hands-free phone calls.

Find out more about the Nulaxy NX14 Bluetooth 5.0 Car Adapter at www.nulaxy. com A life-saving tool that can fit in your glovebox The ability to break your vehicle’s windows quickly and efficiently can help you escape your vehicle in an emergency, potentially saving your life.

Tools designed to break vehicle windows have become a must-have tool for drivers, and the Ztylus Stinger aims to be the ultimate emergency tool.

The Stinger’s design integrates a springloaded window breaker into an auto emergency hammer, allowing drivers to either swing the hammer to break the window or use the spring-loaded breaker to shatter the window of your vehicle. The tool features a razor sharp blade to help drivers free themselves from their seatbelt, a no-slip grip to lessen the chances of fumbling the tool in an emergency, and a hanger loop for quick and easy storage.

Learn more about the Ztylus Stinger emergency tool at www.ztylus.com Stop digging for lost items and keep your attention on the road We’ve all done it. Whether it’s change, french fries, or your mobile device, there are plenty of items which manage to fall through the gaps in our vehicles. Too often, we divert our attention from the road to dig for these temporarily lost items. This is a bad habit which the Drop Stop looks to eliminate, reducing driver distractions by taking the gaps out of the equation. The Drop Stop, featured on Shark Tank, is a special insert designed to fit any vehicle, which blocks gaps between the seat and your console.

By blocking these gaps, the threat of losing precious items is eliminated and drivers can focus their full, undivided attention on the road. The Drop Stop fits any size gap, fits around your seat belt, moves back and forth with the seat to avoid clunkiness and inconvenience, and even comes in a wide range of colours to match your interior. The high quality neoprene materials are liquid and stain resistant, meaning that the Drop Stop is built to last, ensuring that distractions are kept to a minimum for years to come.

To find out more about how the Drop Stop can put an end to distracted driving habits, visit www.buydropstop.com Emergency road assistance kit ensures you’ll be ready for anything You never know what could happen when you’re on the road. Accidents can happen, breakdowns may occur, or you could even come across somebody in need of assistance.

To give you peace of mind no matter where the road takes you, AAA offers a selection of road safety kits which can come in handy in the event of an emergency situation. These high quality road kits allow you to be prepared for anything, containing essential items such as booster cables, first aid and emergency supplies, flashlights, batteries, emergency ponchos, safety vests, screwdrivers, cloths, cable ties, and more, all contained within a high quality storage case which makes organization and transportation easy.

A Severe Weather Road Kit is also available, perfect for road trips during unpredictable Ontario winters. These winter road kits feature items including first aid and emergency supplies, a folding metal shovel, a three-piece fleece set, hand warmers, a flashlight, fire starter, an emergency blanket and more.

No matter what happens during your trip, you can be sure that you and your loved ones will be protected until help arrives.

Find out more about AAA’s line of premium road kits by finding them on www.amazon.ca. ■

VOLUME VOLUME 9,9, ISSUE ISSUE 33 | 17

DEALER PROFILE Autohouse Kingston

By Ronda Payne A Reluctant Love of Auto Sales Leads to a Transformed Business BRADIE JOHNSTON IS DEFINITE AND HONEST

about how he used to feel about his dad’s used car business.

“When I was growing up, I wanted nothing to do with this business,” he says. “I had absolutely no interest in working here. I watched it grow. I took police foundations in school, graduated and went to a couple of interviews in the Toronto area before I realized police work wasn’t for me.”

18 | THE ONTARIO DEALER

VOLUME 9, ISSUE 3 | 19

Autohouse Kingston But, as the saying goes, when one door closes another one opens and even without a burning love of cars, Bradie could see the potential for significant growth in the family business – Autohouse Kingston. He took a look at the business in a way his dad, Ken, hadn’t and spotted places that required improvements in order to remain relevant in a competitive market.

“I sat down in the office and I looked at the business from the outside,” he explains. “I said to my dad, ‘Dude, you don’t even have a website, how are you going to stay up to date’?”

He put his initial efforts into building the website while looking for other beneficial opportunities for the business. One of those opportunities was introducing financing to the operation.

“I taught myself how to do the financing and I opened some doors there,” says Bradie. “I just kind of watched the bigger stores and emulated them. It’s come a long way.”

Indeed, Autohouse Kingston has come a long way. Ken started the business in 1992 with just three cars, all under $5,000. A friend sent a surprise shipment of a few more cars without a contract or terms. There was a simple understanding that Ken would sell the cars, pay his friend back and replace those cars with others. It worked. Now

20 | THE ONTARIO DEALER

the business averages about 75 cars on the lot at a time.

In addition to selling cars, the business also details vehicles to prepare them for sale and offers the opportunity to buy after-market accessories as part of the purchase.

was just watching and learning.”

While Bradie still hasn’t embraced cars much more than he had in the past, he has embraced running a used car business.

“I have this funny thing that I watch the other guys in the car business and “The nice thing about that is clients can they all have these fancy cars and they include it in their financing,” Bradie belong to these car groups. It’s lost on says of the after-market accessories. me,” he says. “To me, it’s about having “After-market wheels, stuff like that. I’ve a good reputation and running the got a line on most parts.” business. My whole goal since I started here was to change that [used car Joe Purdy joined the team as the salesman] perception and to not be that finance manager a little over a year ago. guy. Just tell the truth, be forthcoming He’s one of the seven team members and people will respect that.” including Bradie and Ken. He also takes pride in what he sells. No, “Joe’s a rockstar. I’d been trying to bring he’s not going to drool over any of the him on board for a while and it finally vehicles on the lot, but he’s going to came together last August,” Bradie says. make sure that Autohouse Kingston’s “He gets deals done I wouldn’t have cars look their best so that whether been able to look at. I was completely someone is auto-savvy or not, they self-taught in this part of the industry. I recognize a well-cared for car.

DEALER PROFILE | RONDA PAYNE “The new norm has been that some dealers get cars in, then they put them on the lot dirty and they advertise the lowest price. They don’t take any pride in their inventory,” he says. “Every single day, before I pull into the lot, I stop in the middle of the road and I look at my lot.”

He makes sure the lot and the cars are accessible, the cars are straight and perfectly detailed. Each vehicle also goes through a safety inspection and an oil change before it is ever advertised online or positioned in the sales area of the lot.

“I take a lot of pride in having clean, no bullshit vehicles on my lot,” he says.

“And quality of service is important to me. I’m accessible to all my clients throughout the sales process. I don’t sugar-coat anything. I believe in truth and honesty. That’s what I deliver.”

He’s learned well from Ken, who at age 73 still comes into work six days a week.

While he’s a key part of the business, he’s been able to step back and let Bradie run with things, recognizing the growth and success.

“Everything I’ve done has been positive in terms of growth,” Bradie says. “I don’t ask permission anymore. It took some time, but I think [Ken] realized that everything I was doing was for the good. Now, he just kind of sits back and let’s me run with it. I know that he’s happy.”

Bradie’s goal is to scale the business up at a moderate, manageable pace, just as Ken did. The groundwork is already in place and he continues to build upon the things that have worked over time.

“There is a personality type for every customer. Sometimes salesmen have to match the customer,” he says. “I’d say 40 to 50 per cent is repeat business or referrals. Most of the people that come in say, ‘I’ve heard great things about you.’ There’s nothing better to hear in a day. That’s what I strive for.”

Some have dubbed Bradie the unofficial mayor of Kingston. It’s his

hometown and a place where he has a lot of business contacts to turn to when needed.

“I take a lot of pride in keeping relationships alive,” he says.

He also takes a lot of pride in supporting others without the need for recognition.

“I just like to give back. It was the way I was brought up,” he says. “I’m a big supporter of the local BMX club; I grew up as a pro racing bikes.”

Bradie also works with his friend Tommy, a restauranteur, to provide more than 600 full meal Christmas hampers (including a turkey) and feeding hot Christmas dinners to close to 1,000 Kingston residents. He “pays it forward” to dog guardians too. When others supported him with funds to cover the vet care for his dog Layla, he took the extra money (along with what’s been added since) and created the Layla Fund. This helps other pet guardians when their beloved animals are in need of medical attention.

Bradie pays the vet directly after reviewing and deciding on which cases to support.

Now, the kid that wanted nothing to do with his dad’s business is making changes to keep Autohouse Kingston thriving. The footprint of the lot hasn’t changed since the early days, but the house on the site has undergone renovations to add seven new offices and become a fully-integrated part of the business.

While Bradie does things differently than Ken, their desire to find new ways to create success is the same.

“I recognized the hard work that my father put in and I wanted to make it better while maintaining his legacy,” Bradie says. “I spent enough time here as a kid, watching and listening, that I already knew what to do. I didn’t need to think too hard about it and I saw potential in this business. I saw the growth.” ■

VOLUME 9, ISSUE 3 | 21

TRENDS

By Chris Chase

ONE OF THE MOST PREDICTABLE TRENDS in the auto industry today is

the steady increase in the driving range available in mainstream, moderately priced electric vehicles (EVs) that are accessible to a wide range of shoppers in the new and used vehicle marketplaces.

In the last few years, advances in battery technology and electric motor efficiency and the rollout of public charging stations have made EVs practical daily drivers for more people.

And on the new-vehicle side, economic efficiencies are allowing automakers to reduce EV prices bit by bit.

Both of those vehicles indicate a turning point in the EV’s transformation: from an automotive novelty into zero-emissions daily transportation that the average driver is willing to pay for.

VOLKSWAGEN E-GOLF

Drivers shopping new-vehicle lots today will find the Hyundai Kona Electric, Volkswagen ID.4 Pro, and 2022 Chevrolet Bolt EUV (a crossover version of the Bolt EV), all of which reach the 400-km threshold for starting prices below $45,000.

the best mainstream EVs as judged by driving distance were the firstgeneration Chevrolet Bolt, with 385 km, and the 242-km Nissan Leaf.

Looking at the EVs available to used-car shoppers highlights the performance advances manufacturers have made just in the last three years.

New this year, the secondgeneration 2022 Chevrolet Bolt EV is the first sub-$40,000 electric car available in Go back to the Canada with at least 400 km 2018 model year, of driving range. And Ford’s FOCUS ELECTRIC and Ford was first serious EV, the Mustang near the bottom of the pack in terms Mach-E crossover, while less of a of EV driving range with its Focus bargain at its $50,495 starting MSRP, Electric, which could manage just boasts between 370 km and 491 km, 185 km on a full charge of its battery. depending on trim level, and promises The Volkswagen E-Golf and Hyundai a driving experience worthy of the Ioniq Electric were not much better, Mustang name. each offering 200 km of range. In 2018,

22 | THE ONTARIO DEALER

The 2019 model year has a lot more to offer used-vehicle buyers looking for useful electric-car driving range.

That was the year Hyundai rolled out the Kona Electric, a batterypowered version of its popular KONA ELECTRIC subcompact crossover, with what was then a mainstream class-leading 415 km.

Also in 2019, Kia introduced the allelectric Niro EV, a battery-only version of the small wagon previously offered as a hybrid, which promises 385 km.

It’s followed by the Chevrolet Bolt

TRENDS | CHRIS CHASE (unchanged from 2018) and the newfor-2019 Nissan Leaf Plus, an extendedrange variant of the compact hatchback whose larger battery promises 363 km.

We can’t write about electric vehicle trends and not mention Tesla, the controversial brand disrupting the auto industry with its direct-to-consumer sales model. If you want to attract shoppers with upscale intentions, Tesla is where it’s at right now. In 2019, their entry-level Model 3 compact sedan boasted nearly 500 km of range, while the larger Model S sedan from the same year promises just under 600 km.

Notably, Tesla has amped up its game since then, with several 2021 offerings promising range well over the 600-km mark.

MODEL S SEDAN The luxury segment’s EV options from 2019 are otherwise limited to the quirky BMW i3 (246 km of range), the Audi E-Tron (329 km), and the Jaguar I-Pace (377 km). And if you consider Mercedes-Benz’s now-defunct Smart

Fortwo an upscale car, 2019 was the final year for its electric version, which can do 93 km on a charge.

If your buyer is keen on plug-in technology, but either can’t afford a full electric vehicle or needs something that can cover longer distances, steer them in the direction of a plug-in hybrid, or PHEV.

And if your prospective buyer has the budget for an upscale PHEV, options include the Audi Q5 TFSI-E, which in 2020 boasted 367 hp and 32 km of electric driving range; and BMW’s 2018 entry, a plug-in hybrid 5 Series with 248 hp and a promised 26 km of EV driving.

As a gateway to Shoppers in the market for EV ownership, a mainstream model may a plug-in hybrid appreciate what the Honda is the best of Clarity has to offer. Sold both worlds: from 2018 through 2021, It will allow AUDI Q5 TFSI-E the Clarity has a 212-hp your buyer gas-electric engine and one of the best to do much of their daily driving on all-electric driving range estimates in electricity, but a hybrid engine allows the PHEV segment, at 77 km. for longer drives without the need to search for charging stations along the Meanwhile, Hyundai has two PHEV way. options in the used-vehicle market. The 2016 Hyundai Sonata PHEV was the But if your shopper is adamant they’re brand’s first plug-in hybrid and came ready for an all-electric vehicle, they’re with 202 hp more likely to be happy and 43 km of EV with their purchase if driving range. you can direct them to And in 2018, the a later model with more Ioniq Electric driving range. As always, Plus arrived a happy client is more with a more likely to become a return modest 164-hp customer when it’s time for engine but a their next transportation HYUNDAI SONATA small increase upgrade. ■ in electric range, at 47 km.

Let us help your dealership with:

VOLUME 9, ISSUE 3 | 23

THE KEYS TO A SUCCESSFUL JOURNEY IN AUTO SALES

By Ronda Payne

EVERYONE WANTS THE INSIDER KNOWLEDGE that puts them on the

right track to success. Entrepreneurs who are starting, running and growing a used car dealership are no different.

It’s often those who have proven abilities in the industry that have beneficial insight. Having a mentor or trusted ally that can “show you the ropes” and share their experiences is worth more than a month’s worth of sales seminars.

But, getting the time of one of these busy, successful individuals can be a challenge in itself, so the Ontario Dealer got together with four individuals to talk about the keys to their successes. This certainly isn’t a paint-by-numbers to creating an overnight success – there are no silver

24 | THE ONTARIO DEALER

bullets. It’s more like a smorgasbord of tips that, if applied correctly, will lead to that dream dealership that grows positively over time.

Get to Know the People in the Business

else – the very fact that UCDA exists is proof of that! So, take some time to get to know your industry.

Scott Davidson, owner and founder of Stop 23 Auto Sales started out in 1981, in what was a very high interest rate environment.

Knowing how to work with the wholesale trade was, and remains, essential in his eyes.

While you’re in business to do it your own way, you still need to know how others do it and what’s happening “Sometimes a dealer will pay in the industry. You’ll more than a consumer will want to build a network for a car,” he says. “It was getting SCOTT DAVIDSON of others you can trust to know the people and the STOP 23 AUTO SALES because unlike what players in the industry at the TV and movies portray, everyone in time. Other dealers. We have a large the business isn’t “out to get” everyone wholesale network that we provide

THE KEYS TO SUCCESS | RONDA PAYNE vehicles to across North America.”

these days. Unfortunately, the stereotype means dealers have to work harder to ensure that perception is dispelled the moment a potential customer steps on the lot.

experience customers have when buying a car. Murad notes that hiring the right people makes all the difference.

Mordi Murad, owner of Murad Auto Sales in “I hire for character,” he says. When Barrie has been he moved the dealership from Ajax to in the business Mark Wilson of Mark Barrie, only one employee was able to for almost Wilson’s Better Used Cars stay with the business, so he looked for 40 years and in Guelph recently finalized the right people to build the new team. recently moved the the deal selling his dealership “Not everyone with experience is the dealership from Ajax to Auto Canada. With about 16 right fit.” to Barrie. He suggests acres of lot space, he’s seen a MORDI MURAD that those who want to lot of growth since he took on Get to Know Your Ideal Customer and MURAD AUTO SALES go for it in the industry managing the business from Their Desired Car put in a short stint at someone else’s his dad when he was just 18 years dealership first. old, with 10 used cars in stock and a Every dealership has a sweet spot full 5-bay service station. He realized where the right cars come together “I did it, I learned on my own, but early that many of his customers are with abundant customers. Learning it wasn’t always easy,” Murad hardworking people that who your dealership attracts and says. “Spend six months or a year need to be looked after, what they are looking for comes at a dealership and learn about the especially after the from a number of things: business. It will make up for years of sale. understanding the community learning on your own. That’s what I physically around your would do, if I were to do it all again.”

“That’s where location, determining who we go the extra your branding attracts, Valuing your peers is Nasser Rad’s mile, trying our knowing what cars sell advice. The owner of Autorama has best to make fastest, along with digging been in the business since the early sure everyone into other factors.

2000s and credits others in the UCDA is happy and for his education. He now serves as a satisfied,” he says.

For Davidson, that customer director on the UCDA board.

“If you look after them might be another dealership and right, they will tell it’s a two-way street.

MARK WILSON BETTER USED CARS “I have been trained their friends.”

by UCDA since “We still have a buying team of eight day one,” he Rad got into the business because on the road, the same as we were back says. “If they he went through a crappy carin ’81,” he says. “Always be accessible didn’t teach buying experience and wanted to your clients. Understand that me properly, to make sure others didn’t have you’re dealing with a lot of different I would to face the same. personalities.” have made mistakes. I “I was going to buy a used car Murad quickly learned to recognize a owe others in and I didn’t like the options good car from a bad one. Meaning, he this business a available and I didn’t like the way could spot a car that would make him lot and I want to I was treated,” he explains. “I went money versus one that would cost him. give back.” into the used car business to make the wrong, right. To try to change things.

“You learn how to pick a good car. You NASSER RAD AUTORAMA Say What You Mean and You should treat the customers the way can do it from looking at a photo or Mean What You Say – that we would want to be treated… to walking down the street,” he says.

Don’t be “That Guy” give the customers the best car-buying experience. You have to have a passion “You’re not going to be right 100 per Used car dealers still have a stereotype for helping other people.” cent of the time, but it’s good to be to overcome, despite the fact that right 90 per cent of the time.” the sleazy “say anything for a buck” The people working at the dealership sales person is far from prevalent must also be committed to the Rad focuses on families and hand-picks

VOLUME 9, ISSUE 3 | 25

THE KEYS TO SUCCESS | RONDA PAYNE the cars that appeal to his target customer. He includes the results of a 150-point inspection with each vehicle.

“We don’t sell super cheap cars and we don’t sell high-end sports cars,” he explains. “A guy who buys a Ferrari doesn’t look for a Corolla. The family that looks for the Corolla looks for the quality and reliability. I pick the proper used car and recondition it very well to the point that meets our standards.

We give our customers better quality, better value and better cars.”

Listen to Your Team Your team is an extension of you, your business and how that business shows up every day. The right people make all the difference and it’s important to ensure they are being taken care of so that they, in turn, will ensure customers are taken care of.

Whether it’s your business to sell New cars or Used cars... it’s our business to keep all your insurance needs covered

Wilson found that bringing all six of his lots together in the one huge location made it possible to iron out any employee issues quickly and ensure everyone is getting along with their co-workers.

“Sure, there are still problems and we try to rectify them immediately. Your people have to be happy. If they’re not happy, they’re not going to treat your customers right,” says Wilson. “Wherever possible, we want to bring people up through the business and give them a greater sense of personal success.”

Customer service is Rad’s focus and he looks for people who feel the same as he does – those who can emulate his vision for treating people right.

“People who love to solve problems for other people. I look for people who are hardworking, goal oriented,” he outlines.

“I want them to come here, sell cars, serve customers and make money so that it’s a win-win for everyone.”

Being online is essential but Davidson says there is always something to be learned from daily interaction with employees, so live discussions are just as important – if not more so – than the online activities.

“Surround yourself with brilliant young minds,” he says.

“Because I can learn something new every day.”

What’s the magic formula to creating a successful dealership? Listen to those who have done it before. There is plenty to learn and apply when you take the time to ask questions, then sit back and listen to the responses. Ask about what went right and what went wrong to learn the lessons of greatness in used car sales. ■

26 | THE ONTARIO DEALER

Baird MacGregor Insurance Brokers LP Partnering with the UCDA and Pitcher & Doyle to Bring you Quality Insurance and Excellent Customer Service at Competitive Rates.

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THE COMMON LAWYER The Risk of Cyberattacks for Auto Dealers is Higher Than Ever, and so are the Potential Costs investigations, fines, breaches of dealership agreements with respective manufacturers, and civil liability.

systems led to the exposure of private information of millions of consumers located across North America.

Snooping Gets You Sued

Fortunately, the Court’s majority decision held that intrusion upon seclusion does not apply where a person fails to prevent the intrusion of another. It was emphasized that the defendant must be the party to commit the intrusion. The court’s view was that this category of intrusion is adequately controlled by the tort of negligence, and extending the law would be more than an incremental change in the common law and unnecessary at this time.

Intrusion upon seclusion is the term used for cases where a person intentionally accesses another’s private information or affairs. If the invasion is highly offensive to the reasonable person, a lawsuit is possible.

By Justin M Jakubiak and Keira Zlahtic

PRIVACY BREACHES raise major

reputational and legal liabilities for auto dealers of all sizes.

Why? Auto dealerships collect a great deal of personally identifiable information, in some cases, even more than banks.

By accumulating consumer credit applications, credit card numbers, Social Insurance numbers, and financing information – your business is a prime target for cybercrime.

The consequences for failing to take preventative measures range from reputational fallout and customer mistrust to governmental

The key features of this cause of action are: i. the defendant’s conduct must be intentional or reckless ii. the defendant must have invaded the plaintiff’s private affairs or concerns, without lawful justification iii. a reasonable person would regard the invasion as highly offensive causing distress, humiliation or anguish

Conversely, the Court’s dissenting opinion emphasized that privacy rights are fundamental rights that are facing unprecedented threats in the era of modern technology.

Therefore, based on the dissenting view, development in this area of law could conceivably support future liability against businesses who are reckless or careless in the design, maintenance

If these requirements are met, a court may award damages.

Are Auto Dealers Liable for Consumer Information Stolen by Hackers?

Not right now, but potentially in the future.

The Court recently clarified this issue in the recent case of Owsianik v. Equifax Canada Co., 2021 ONSC 4112, where a security breach of the defendant’s inadequately guarded computer

VOLUME 9, ISSUE 3 | 27

and operation of their computer systems, making the system vulnerable to a hacker’s intrusion. From this perspective, the law may be extended over time in response to this growing threat.

Dissenting opinions are often a good indicator of where the law may head. It is quite possible that Canadian law will be developed in the coming years to further protect privacy rights by putting greater responsibility on businesses to safeguard information, even in the face of cyber-attacks.

legal liability.

The following are some suggestions to develop and update your cybersecuritypreparedness strategy:

• Negotiate and structure contracts with data controllers, processors, third party service providers;

• Security Awareness Training

• Draft and negotiate comprehensive data sharing agreements;

• Up-to-Date IT infrastructure • Cyber Insurance • Encrypted and Backed up Data • Seek legal advice before the data breach happens

Intrusion Upon Seclusion vs.

Negligence

• Implement an Incident Response Plan

Although the two seem similar they differ in the sense that:

How Can You Benefit From Expert Advice?

The tort of negligence does permit those affected by a privacy breach to sue information gatherers and custodians for cyber-attacks. However, plaintiffs in such actions will generally have to prove either quantifiable losses or a serious and prolonged disturbance in order to recover damages.

Data protection and cybersecurity are governed by a complex legal and regulatory framework. Failure to comprehensively understand these frameworks and take active steps to reduce risks can have serious legal and financial consequences for any business.

The tort of intrusion upon seclusion is yet to be extended to hackers, but permits claims for intangible damages (losses that cannot be measured precisely in money). Unlike in negligence, proof of harm to a recognized economic interest is not a required element of this cause of action.

Are Your Current Cyber Practices Sufficient?

As you are likely aware, many businesses in recent years that have been victims of cyber-attacks have also subsequently been defendants in related class actions.

If your dealership does not take appropriate steps to safeguard consumer privacy, you may be exposing yourself and your dealership to potential

28 | THE ONTARIO DEALER

managing investigations;

Lawyers can provide advice in the following ways: • Advise businesses on reporting obligations, insurance considerations, potential class-action liability and

• Spot weaknesses that need to be rectified from a compliance perspective and make recommendations; • Assist with implementing policies, incident response planning, staff training; and, • Assist with all aspects of a cyber security lawsuit from settling on favourable terms, determining appropriate damages, and assessing available defences.

The Takeaway No business is immune from the risks associated with collecting and storing highly-sensitive personal information of current and past customers. In response to this modern and growing threat, your businesses’ cyberpreparedness will be key to avoiding financial, legal and reputational damage. ■

Group, is very excited about JP Motors a family-owned business, established joining the Queenston team. in 1968, and based in Hamilton Ontario, has acquired JP Motors in Burlington “JP is an excellent fit for our Ontario. organization and will add tremendous value to our existing operations. It also JP Motors is an independent retail used provides us with diversity and gives us vehicle dealership founded by Larry a unique platform to continue to grow Pattinson in 1984. our business in an extremely competitive market.”

Larry, and his family, have built a very successful business with a dedicated The Queenston Group consists of team of employees.

Queenston Chevrolet Buick GMC, Queenston Leasing, Image Honda, Gordon Albini, CEO of the Queenston Guelph Nissan and Guelph Infiniti. ■ THE QUEENSTON AUTOMOTIVE GROUP,

THE QUEENSTON AUTOMOTIVE GROUP PURCHASES JP MOTORS

CANADIAN’S ATTITUDES TOWARDS BUYING A CAR ONLINE HAVE CHANGED

By Drew Harden

When we first asked car buyers if they would like to buy their next vehicle online, it was late 2019 and only 12% of Canadian used car buyers were ready to buy entirely online. Since then, the process of buying a vehicle has changed substantially. Dealerships have even found themselves having to operate “by appointment only,” serving as a catalyst for many stores to adopt additional online shopping tools. At the same time, Canadians have embraced online shopping with curbside pickup becoming a part of their everyday lives.

So, are Canadian car buyers finally ready to buy a car entirely online?

Customers Still Aren’t Ready To Purchase Online CARFAX Canada Driving Insights surveyed over 2000 Canadians who had recently bought a new or used vehicle, many of those that purchased with these new buying conditions. Even with consumers purchasing more products online, interest in buying vehicles entirely online decreased since 2019.

Only 8% of Canadian car buyers, new or used, want to buy their next vehicle online and have it show up at their door; the remaining 92% would still prefer to buy a vehicle in the dealership. While there have been vast improvements to how consumers can buy and shop online, car buyers want the experience of shopping in a

dealership now more than ever.

Does age make a difference?

When it comes to buying vehicles online, another common question is whether buying online is an opportunity to attract younger car buyers. After all, they’ve had the ability to shop online their entire life, so buying a car online may be more natural to them. Age does play a small factor with interest in buying online, but it peaks with 12% of new car buyers, ages 18-24, being interested in buying online. On the other hand, only 6% of the 55+ crowd are interested in buying new or used online. Interest does vary slightly by age, but the results are not actionably different.

Buying online is still a niche Changes to how we lived and shopped throughout 2020 have not impacted Canadians’ interest in buying cars directly online. In fact, we see that car buyers may even miss the dealership, with fewer wanting to buy online than in previous years. With less than 1 in 10 car buyers wanting to buy completely online, regardless of if they’re buying new or used, there is an opportunity, but it is still a niche.

REPRINTED WITH PERMISSION FROM CARFAX

VOLUME 9, ISSUE 3 | 29

THE OLD CAR DETECTIVE DREAM CAR: 1952 CHEVROLET BEL AIR HARDTOP DOUG JANNEY OF RENFREW, ONTARIO ,

is a very happy man.

“It’s amazing that one finally achieves a life-long dream at 78 years old. The dream started when I was 14 and living with my parents in Cooksville, Ontario (now part of Mississauga), where I, with many of my teenage friends, had a passion for hot rods and customized cars.

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“Each month we eagerly waited for the latest edition of Hot Rod magazine and eagerly discussed its feature articles.

Hot rod shows at the CNE in Toronto also inflamed our passion.

“My dream car was neither hot rod or customized lead sled. Just the opposite: a jet black bone stock ’51 Chev coupe washed and waxed every weekend. The owner, an older teen, lived around the corner. I wonder to this day if that car has survived.”

Now fast forward to 2020 when Doug Janney purchased the beautiful 1952 Chevrolet Bel Air 2-door hardtop you see here. He sent me the following description:

By Bill Sherk

“Made in California, this car still has its original six cylinder engine rebuilt three years ago by a previous owner with dual carbs on an Offenhauser intake, dual exhausts with Fenton headers, PowerGlide transmission, 6 volt to 12 volt conversion, electric wipers, original clock and radio with FM conversion, outside sun visor, Texas Grey with black top, drum brakes with optional power steering, spotlight, radial wide whitewalls, stock steel rims with beauty rings and chrome hubcaps, and interior professionally restored to original.”

Doug purchased this car last summer in Pembroke, Ontario, from someone who had owned it for four years. Four other previous owners appeared on

the Buyers Package List. One was from Shawville, Quebec, who had acquired the car in 2011 and had entered the Chevy in local car shows.

Doug is now in touch with that owner and hopes also to hear from the other four to put together the previous history of his dream car. In this hobby, the fun never ends!

General Motors pioneered the twodoor hardtop body style in 1949 with the Cadillac Coupe deVille, the Buick Riviera, and the Oldsmobile Holiday Coupe. This body style proved so popular that Chevrolet and Pontiac joined the hardtop bandwagon in 1950.

For Chevrolet, the name Bel Air was given to the new 2-door hardtop, and taken from an upscale neighbourhood in Los Angeles.

For 1951 and ’52, the Bel Air name continued exclusively for the two-door hardtops. By 1953, the Bel Air name worked so much magic that all topof-the-line Chevrolets for that year were named Bel Air and available as convertible, hardtop, 2-door sedan, and 4-door sedan. ■

Note after-market blue dot taillights and curvaceous styling of trunk lid.

Slide behind the wheel and step on the gas!

Push-button door handle invites you to open it and go for a drive.

Original overhead-valve six cylinder in Doug Janney’s dream car now has dual carb intake with dual exhausts.

VOLUME 9, ISSUE 3 | 31

MARKETING MAKEOVER BACK TO BASICS

By Angela West

SO MUCH HAS CHANGED over the last two years. The way we interact and do business with one another has been completely transformed, and yet so many businesses are sticking with their “tried and true” marketing strategies that they’ve used for the last few years or more. Many aspects of our day-today lives have changed during this time, meaning that marketing strategies which may have been highly effective or profitable in 2019 may not be the best options for 2021 and beyond.

Even under normal circumstances, tearing down and rebuilding your marketing plan every few years is highly recommended, as it allows your business to identify what’s working and what isn’t, and alter your plans accordingly. In the midst of the constant state of change brought on by the pandemic, rethinking your marketing plan is more important than ever before, and could offer your business a major competitive advantage going into the coming months and years. If you’ve been putting off a marketing makeover

32 | THE ONTARIO DEALER

or if your marketing has been running on autopilot for a while, here’s what you can do to breathe some life into it.

Is your marketing budget still current?

Depending on how long it’s been since you last evaluated your marketing plan, you might find that your budget is now completely inappropriate. Digital marketing is more important than ever thanks to a hyper competitive digital marketplace, and so your marketing budget should reflect this. Think about all the potential marketing efforts your company could launch in any given year - things like social media advertising campaigns on Facebook and Twitter, Google Ads campaigns, email marketing campaigns, content marketing, social media marketing, and everything else your company might undertake.

On top of all the potential marketing activities you could launch in the next year, there are tools you’ll need to operate - things like reporting tools and

social media management platforms are essential tools that may come with a price tag. When it comes to decent tools to manage your marketing, none of the good ones are free anymore. If you are still using free tools, you should have a look at the benefits upgrading could offer you.

You should also account for potential opportunities your business could identify in the next year - the last thing your business wants is to see a major hole in a competitor’s marketing activities and not have the budget to take advantage of it while the going is good. If your current budget isn’t taking these things into account or doesn’t meet the needs of a modern marketing plan, you should strongly consider reassessing your budget and find a way to reallocate funds to your marketing department.

Conduct a competitive analysis before making any decisions Before you make any concrete decisions about the future of your marketing

MARKETING MAKEOVER | ANGELA WEST plan, it’s highly recommended that you use your competition as something of a barometer. Knowing what your competitors are doing (or not doing) is extremely valuable from just about every business perspective, and so a competitive analysis is a no-brainer for your marketing makeover.

Conducting a competitive analysis will make it easier to make tough decisions about the direction of your marketing efforts, as it’ll identify what your competitors are doing well, what they’re dropping the ball on or what they could improve on, and what they might not be doing at all. Use the findings from your competitive analysis to inform every aspect of your marketing plan. If you find that your competitor is firing on all cylinders when it comes to social media marketing but they’re search engine optimization is severely lacking, it might be wise to increase your SEO spend with a content marketing push or a heavier focus on Google Ads.

competitive to simply run a marketing campaign and hope that it reaches an audience. You need to be sure that every dollar you spend is going as far as it possibly can. Reporting tools will tell you exactly how much certain elements of your marketing strategy are paying off, allowing you to reallocate funds when something just isn’t working, or when something is working surprisingly well.

If your competitors are attracting younger audiences on platforms like Instagram and TikTok, then maybe that’s where some of your efforts should be focused, or perhaps you can focus on a demographic that they’ve clearly ignored or aren’t trying to capture the attention of. These are just a few examples of what you might come across while analysing your competition.

A thorough competitive analysis will ensure that you spend your marketing dollars in the best way possible, with the goal of overtaking your competition or staying well ahead of them.

This will also allow you to experiment with your marketing spend - being able to see what the effects of increasing or decreasing your spend on certain parts of your plan can be extremely valuable, allowing you to easily pivot or change course. Going forward, it’s a good idea to put less of your budget towards avenues which can’t accurately measure ROI - after all, why would you spend a significant portion of your precious marketing budget on something you’ll never be sure is effective or not? These avenues are certainly worth some of your budget, but the largest portion of your budget should be spent on avenues which you can prove are actually doing something to benefit your business.

The importance of reporting

Get serious about Google Ads

If you’re not currently measuring the return on investment of your marketing activities, now’s the time to do so.

Using reporting tools that give you an accurate idea of what your ROI is on all marketing fronts ensures that you’re not spending your budget fruitlessly, and that everything you spend money on has a purpose. The market is far too

Google Ads is essential for getting your business noticed, especially when it comes to search engine rankings. If you want the people around you to choose your business over your competitors, it’s time to get serious about Google Ads. Rethink the keywords your business is investing in and determine if they can be improved or localized in any way.

Ditch the keywords that aren’t bringing any eyes to your business, and rethink how seriously you want to invest in broad and extremely general keywords.

Invest in local keywords and keywords your targeted audience are actually using - doing this carefully will allow you to quickly rise up in local searches and get far ahead of any competition.

While you’re revamping your Google Ads spend, get into the habit of checking and running your Google Ads campaigns manually rather than relying on Google to do it for you. When it comes to Google Ads, one of the worst things you can do is let your Ads run on autopilot, especially when keywords are concerned. When left unattended, Google will eventually begin to serve your ads for dozens - sometimes hundreds - of unrelated key terms.

This is why it’s so important to keep a handle on what your Google Ads are doing, do the proper keyword research, and ensure that your ad campaigns speak to those researched keywords.

This way, your Google Ads spend will go as far as it possibly can, getting your business noticed and keeping you where you need to be - on top of the competition.

In addition, don’t make the rookie mistake of landing all of your Google Ads on the front page of your website.

This is a sure way to waste ad spend, since you’ve grabbed the attention of a targeted buyer that is now left to fend for themselves to find what you’re advertising on your website. If you have an ad group that’s targeting truck

VOLUME 9, ISSUE 3 | 33

MARKETING MAKEOVER | ANGELA WEST buyers, land them on a page that shows all of your latest truck models and promotions - even if you have to create a new page to do it.

Don’t ignore new trends in social media and technology Things change rapidly in the digital era, and that’s a fact we just have to accept.

There will always be new technological and social media trends you may not fully understand or appreciate. Heck, you might even outright dislike some of them. The important part is to not write these emerging trends off before you’ve given them a fair look. Ignoring new and emerging trends that are clearly connecting with younger audiences can make your business look antiquated and may very well mean that you’re missing out on a huge audience.

Do yourself a favour and look into advertising on platforms like Instagram.

Instagram ads are easy to build and roll out from one simple dashboard you may already be using, since it’s integrated

with Facebook advertising. When new social media trends emerge (think TikTok or Snapchat), don’t be afraid to dip your toes into these avenues.

You might fail or find that your efforts simply aren’t connecting, but at the very least you can say you tried and gave it a fair shake.

By embracing the ever-changing nature of technology and social media, you’ll ensure that you never lose out on those younger demographics that are so important to your long-term success in business.

Get local and build goodwill in your community Dealerships are largely local businesses which rely on business from people in the immediate area and surrounding communities to survive. If you’re not already doing so, your business needs to be looking at community initiatives as a form of marketing. Getting involved with your community and building goodwill through local initiatives is a great way to establish your business as one which cares about the people and places around it, giving locals a reason to shop at your dealership and feel proud about their choice.

Local initiatives can be anything from sponsoring local sports teams or community clubs and events, to getting involved with local not-for-profit organizations. Many local teams, clubs, and charities have been struggling

photosbypierce.com 130 Industry St., Unit 36, North York, ON M6M 5G3 e info@photosbypierce.com www.photosbypierce.com

34 | THE ONTARIO DEALER

more than ever before throughout the pandemic, and so spreading the love can go a long way in building goodwill.

In the era of content creation, your business might also be interested in getting involved with local content creators like podcasters or YouTubers for interviews, sponsorships, or just guest appearances. Anytime you get involved with local groups, organizations and events, your brand will benefit greatly from doing so and you’ll establish your business as one which genuinely cares about its community.

In order to be truly successful, your dealership’s marketing plan needs to change with everything else. After these last two years, it’s safe to say that it’s time for a refresh. A marketing makeover can breathe new life into your business, ensuring that your money is being well spent, your marketing budget is appropriate, and that your campaigns are connecting with the audiences you need them to connect with.

By rethinking your budget, conducting a competitive analysis and focusing on reporting, getting smart about Google Ads and SEO, and focusing on underappreciated aspects of marketing like local initiatives and new and emerging trends, your business’s marketing activities will feel fresh and exciting again, generating genuine engagements and reaching new audiences to lift your business far above the competition. ■

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VOLUME 9, ISSUE 3 | 35

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36 | THE ONTARIO DEALER