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EDITOR
Gina Monaco
Tel: 1.647.344.9300 or 1.289.456.4617 gina@ontariodealer.com
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CONTRIBUTORS
Angela West, Lori Straus , Ronda Payne, Bill Sherk, Reem Rizk, Allen Ingalls
If you are interested in having your personal opinion heard, contact the editor at gina@ontariodealer.com
Allen Ingalls
By Reem Rizk
By Lori Straus
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THE DRIVER’S SEAT
Operations
By James Hamilton, Executive Director, UCDA
NO, WE ARE NOT TALKING ABOUT THE KIND OF OPERATIONS A SURGEON PERFORMS IN A HOSPITAL. Having said that, the importance of this issue to a successful dealership is no less critical.
While a motor vehicle dealership is unique in the services and products it offers, it is not unlike any other business when it comes to considering what needs to go on behind the scenes to make it all work and to ensure profitability.
Dealership ops begin the moment a customer engages with you online or inperson through to after-sale service and beyond. These operations include vehicle sales (both new and used), financing, parts sales, and vehicle service.
Dealers need to consider customer service (of course), but also proper inventory management, finances, legal and regulatory compliance, marketing and technology.
Customer Service
Consumers today expect fast, seamless experiences. Buyers are more likely to return to a dealership that meets these expectations.
By setting high standards for customer service, managers can create an atmosphere that fosters loyalty and repeat business.
Ensuring that every interaction, from the moment customers step into the showroom to the after-sales follow-up, is seamless is just as important as helping them find the right car. Train your staff to prioritize empathy, active listening, and problemsolving, which will help customers feel understood and valued.
Your dealership should offer a welcoming environment that reflects the quality and professionalism of your dealership.
Inventory Management
By optimizing inventory control, dealerships can reduce costs. With the right data analytics, you can ensure that you stock vehicles that match demand.
Use digital scheduling and management tools. This can aid quicker turnaround times, shorter customer wait periods, and increased revenue from maintenance and repairs.
You want to have just the right mix of cars, enough to meet demand but not so many that you’re paying for vehicles that do not sell. Effective inventory management keeps your dealership profitable.
Stocking a well-balanced mix of traditional and emerging vehicle types also helps
dealerships attract a broader range of buyers while mitigating the risks associated with market fluctuations.
Finances
Seek efficiencies in areas like accounting, compliance tracking, and financing. Efficient operations can significantly lower administrative expenses, leading to healthier margins.
When operations run smoothly, sales teams spend more time selling, service departments process more jobs, and customer satisfaction rises. This translates directly to increased revenue.
It’s the job of management to make sure these processes run smoothly.
Create a realistic budget and stick to it. This is the foundation of financial stability for your dealership. It allows you to forecast expenses, set sales targets, and identify areas for potential savings.
Stay on top of expenses. Audit areas where costs can be reduced such as power use, supplier rates, water and so on.
Seek out sources to increase revenue. Consider extended or service warranties, financing, custom tires, entertainment systems, rust proofing, etc.
Legal Compliance
This may not be the sexiest part of any manager’s day, but you definitely do not want to find your dealership on the wrong side of this issue. Not only is it an expensive problem to manage is you run afoul of local laws and regulations, but it is also a huge
distraction from your main objective. Managers must ensure the dealership follows all relevant OMVIC laws and regulations, as well as many others governing health and safety, employees, and material handling. Failing to do so can lead to costly fines, legal disputes, and damage to the dealership’s reputation. Put a solid compliance plan in place.
Managers should keep up with any changes in laws or regulations and ensure staff are properly trained.
Marketing
Marketing is about reaching the right audience. Combining traditional and digital marketing can increase dealership’s visibility.
Direct mail or local ads with digital marketing techniques like Google search campaigns allows you to reach a broader audience. Traditional advertising builds local awareness, while digital marketing connects with customers researching
online, where many consumers begin their buying journey.
Social media platforms such as Facebook and Instagram have also become very important in boosting your dealership’s visibility.
Technology
Use dealership management software (DMS) to automate inventory management, payroll, billing, contracts, tax reporting. This saves time and reduces error.
Use software that provides real-time financial data, allowing quicker decisionmaking regarding expenses and investments.
Invest in technology that integrates financial management with sales and service departments, offering a complete picture of dealership performance.
Regularly train staff on using financial tools to maximize the benefits of automation and data analytics.
A well-managed dealership excels in customer service and adopts operational efficiency and strategic marketing. When your processes, from compliance to sales, are streamlined, your team can focus on building customer relationships rather than being tangled by administrative tasks. This shift allows your dealership to become more agile, responsive, and, ultimately, more profitable.
In addition to our regular articles, such as The Law Matters, Tech Talk, The Common Lawyer and The Old Car Detective, please enjoy the following articles in this issue of The Ontario Dealer:
• Create a Game Plan to Help You Build Your Inventory
• New Educational Requirements for Salespeople
• Understanding Buyer's Habits in the Age of AI
You can reach me anytime at j.hamilton@ ucda.org with any comments or suggestions for the magazine! ■
THE LAW MATTERS
Self-Driving Vehicles Are Already Legal in Ontario— Though They May Not Be What You Had Imagined
By Hetash Singh, Associate Legal Counsel
THE IDEA OF SELF-DRIVING CARS COMES STRAIGHT OUT OF A PAGE
FROM A SCIENCE FICTION NOVEL. The thought, to me, feels like a dream. Can you imagine a world free of trafficjams caused by inexperienced drivers constantly tapping on and ‘riding’ their brakes?
To others, these vehicles may seem like a nightmare. A world filled with self-driving vehicles could mean that the government, or even hackers, may be able to take over your vehicle in a matter of moments. These vehicles also raise ethical issues. In the event of an unavoidable collision, should a self-driving vehicle prioritize the lives of the driver and occupants, or of pedestrians and other vehicles?
Luckily, we can leave these questions for another day, as ‘fully’ autonomous
vehicles are still not legal for public use in Ontario; however, connected vehicles and certain automated vehicles are already on Ontario roads. Connected Vehicles: Simple Enough
A “connected vehicle” is simply a vehicle that can share information with other devices or systems such as:
• Other vehicles;
• Smart devices;
• Trip planning applications;
• Emergency services; and
• Advanced infrastructure, like traffic lights and smart signs.
Connected vehicles do not necessarily have technology that allows them to control the vehicle’s operation. Most ‘newer’ vehicles on the road today are connected vehicles.
Automated Vehicles: There Are Levels
On the other hand, the question of what is an “automated vehicle” is much more complicated. The Society of Automotive Engineers has created a system that categorizes automated vehicles, into six different levels, and is the standard used to understand vehicle automation in Ontario.
Levels 0, 1, and 2
These vehicles are equipped with basic driver assistance technologies such as blind spot warning, emergency braking systems, lane centering, and adaptive speed control. These technologies assist the driver by warning them of danger, helping them to control braking, acceleration, or steering, but
do not have automated driving systems that take control of the vehicle. Most ‘newer’ vehicles fall into this category. While a vehicle may come equipped with features that make it a level 1 or 2 ‘automated’ vehicle, according to the Society of Automotive Engineers, vehicles that fall into this category are not technically advanced enough to even truly be considered automated vehicles.
Level 3 Vehicles in this category have automated driving systems that will take control of the vehicle in certain environments (such as highways). The driver must still pay attention to the road and be ready to take control when needed. Level 3 vehicles are allowed in Ontario, but the driver is responsible for their safe operation.
Level 4 and 5
Level 4 (highly automated) and level 5 (fully automated) vehicles are closer to the type of vehicles that we are used to seeing in works of science fiction. These vehicles use highly sophisticated automated driving systems to make complex driving decisions without the need for a human driver.
The main difference between a level 4 and level 5 vehicle is that a level 4 vehicle can perform all driving tasks under most conditions (e.g. except for severe weather conditions), whereas level 5 vehicles can perform all driving tasks in all conditions. These vehicles are not legal for use by the public in Ontario.
Most Vehicles May Soon Be Able to ‘Become’ Automated Vehicles
Self-driving vehicles come in many forms. Some manufacturers use “Light Detection and Ranging” (LiDAR) technology to create a radar system that helps detect objects, speed, and range. Other manufacturers, like Tesla, rely solely on a vision-based approach.
Teslas are equipped with a series of cameras that act as the vehicle’s eyes, which capture images, and allows the vehicle to make driving decisions in real time.
A company called Comma AI has created a vision based self-driving device, which can increase the automation level of many vehicles. The device, the Comma 3X, uses a single cable to connect with a vehicle’s Controller Area Network (CAN) bus. It uses three cameras, two that capture the road ahead and one that monitors the driver, in order to operate. The device, along with the Openpilot software, takes control of your car’s steering, acceleration, and braking.
Users of the device claim that the technology can drive a vehicle on the highway for hours without the need for the driver to do anything. These
features appear to fall somewhere between an automation level of 2 or 3; however, the ‘catch’ is that the device does not come preloaded with the Openpilot software. The company may have done this to help avoid liability for a collision.
What seems like a smart legal move for the company creates potential legal issues for users. In order to benefit from the Comma 3X technology, users will need to locate the Openpilot software online and install it. It is important to note that the software is ‘open-source’, meaning that anyone from the public can contribute to its development. The software also comes in many versions, some with greater capabilities than other versions.
All this sounds great on paper; however, what happens when you run into car problems or trouble with the law? Before you install the Comma 3X you will want to stop, consider, and review your manufacturer’s warranty to ensure that the use of the device does not void it. Otherwise, the next time you have car issues, you may be in for an unpleasant surprise.
Further, it is important to note that any driver involved in a collision of a vehicle using the Comma 3X risks
being wholly liable for the accident. This is because the user, not Comma AI, locates and installs suitable opensource software for the device that is created out of goodwill by the public— not a dedicated for-profit company with accountability.
Furthermore, because the Openpilot software has different versions, their features will also differ. Some versions of the software may come with features that push the boundaries between level 3 and 4 automation—potentially making a vehicle illegal for use by the public on Ontario roads.
For those interested in the device, and all the benefits and risks that come with it, the Comma 3X is available from Comma AI’s website for $999 USD. While I will be holding off on automated vehicles for now, I remain cautiously optimistic. Maybe one day we will be able to legally fall asleep while ‘driving’ a vehicle. Until then, it is important that we stay alert and stay awake—both on the road as well as to the risks posed by self-driving vehicles. Those interested in reading more about connected and automated vehicles can do so by following this link: www. ontario.ca/page/connected-andautomated-vehicles ■
ADD PEACE OF MIND TO THE PACKAGE
USED VEHICLE BUYERS INVEST A LOT OF MONEY IN THEIR PURCHASE and while they are excited about getting their new ride off the lot, what happens when they hit the road? Few anticipate the flat tire, drained battery or misplaced keys that leave them stranded.
With Access Roadside Assistance, dealers can offer a source of ongoing support to customers while lifting the bottom line.
“Dealers get special pricing by purchasing our memberships for their customers,” says Dan Sloan, Access Roadside Assistance president. “They can then resell the memberships at retail prices to earn more income or even use them as giveaways during promotions and other activities.”
There are a range of membership package options to fit various customer
needs, including basic to premium. Dealers can stay top of mind with customers by giving out a special branded wallet card at the time of sale. Some dealers prefer this added branding arranged and printed through Access Roadside Assistance, while others like the convenience of having the wallet card mailed to the customer after the registration and purchase process. The choice is yours.
Setting up is easy. Contact Access Roadside Assistance and get the dealership registered. From there, you can purchase memberships through the website and activate them or contact a representative to help with the transaction. Then, as customers buy in, issue their membership and they are protected from all the expenses of inconvenient roadside mishaps like running out of gas or a breakdown.
“Memberships are valid for one year and dealership customers really appreciate the peace of mind that comes from having one,” Sloan says. “Our members enjoy 24/7 help throughout Canada and the US, even into Alaska.”
After the one-year period, if customers renew their coverage, dealerships can earn up to 38% in commission for residual, passive income.
Dealers only need to sell (or give away) the memberships. All the contact with customers after the initial transaction (including dispatch work and providing assistance) is done by Access Roadside Assistance. It’s a completely hands-off process once the customer has their membership issued to them.
Build relationships with customers by providing the support they need and help the bottom line too. ■
CREATE A GAME PLAN TO HELP YOU BUILD INVENTORY
By Allen Ingalls
FOR ONTARIO USED CAR DEALERS, INVENTORY IS LIFEBLOOD. Without the right mix of vehicles on the lot, even the best sales staff, marketing, and financing programs won’t move the needle. Yet in today’s market, sourcing quality used cars has become one of the industry’s biggest challenges. New-vehicle shortages over the past few years have pushed more drivers to hold onto their vehicles longer, wholesale prices remain volatile, and competition for clean trades is intense.
The good news: Smart dealers can overcome these challenges with a game plan for inventory acquisition that blends creativity, data, and discipline. Whether you’re running a large independent operation or a smaller family-owned lot, a structured approach ensures you’re not relying on luck to keep your pipeline full. Here’s how to build that game plan step by step.
1. KNOW WHAT YOU NEED BEFORE YOU GO LOOKING
The most successful dealers don’t just buy what’s available; they buy what sells. This requires understanding your unique market and customer base.
• Study past sales: Look at what you’ve sold over the last 12 months. Which models turned the fastest? Which brought the strongest margins?
• Analyze local demand: Urban centres like Toronto lean toward smaller fuelefficient sedans and hybrids, while suburban and rural markets move trucks, SUVs, and vans.
• Check market data: Tools like AutoTrader Market Insights, or even UCDA updates can show you what’s moving province-wide.
Armed with this data, create a “target buy list” -- a rolling list of makes, models, price ranges, and mileage brackets that fit your market. This prevents you from getting caught up in auction adrenaline or making emotional buys.
2. BUILD STRONG AUCTION STRATEGIES
Auctions remain a staple source of inventory, but without a plan they can drain margins.
• Set maximum bids: Before bidding, know the ceiling price you’re willing to pay to maintain profit margins after reconditioning and overhead.
• Inspect carefully: When possible, use condition reports, photos, and inperson inspections to avoid surprises.
• Diversify lanes: Explore both physical and online auctions. Many Ontario dealers now mix traditional lanes with platforms like TradeRev, EBlock, and ADESA Online.
The best dealers treat auctions like stock trading: disciplined, data-driven, and unemotional.
3. MINE TRADE-INS FOR GOLD
Trade-ins remain one of the most costeffective inventory sources. Customers are already on your lot, motivated to sell, and you can often acquire vehicles below wholesale value.
• Make the process simple: A streamlined appraisal builds trust. Tools like instant trade-in evaluators online bring customers into the funnel before they arrive.
• Offer fair, transparent values: Even if your offer is slightly lower than what they could get privately, many customers will choose convenience and immediate closure.
• Train staff to ask every time: Never let a potential trade-in walk away unasked.
Remember: a strong trade-in program not only fills your lot but also locks in sales by lowering the net price for the buyer.
4. BUY DIRECT FROM THE PUBLIC
Private acquisition is growing fast. Dealers who actively buy vehicles directly from consumers often secure inventory at better prices than wholesale auctions.
Strategies include:
• “We Buy Cars” campaigns: Run ads on Facebook, Instagram, and local radio promoting your willingness to purchase vehicles outright.
• Dedicated landing pages: Add a simple form on your website: “Thinking of selling your car? Get a fast cash offer today.”
• Community presence: Sponsor local events and position your dealership as a safe, trustworthy alternative to selling privately.
This approach not only feeds inventory but also builds goodwill in your market.
5. LEVERAGE DIGITAL SOURCING TOOLS
Technology has made sourcing more efficient. Platforms now allow dealers to view vehicles before they hit wholesale lanes, connect with private sellers, or tap into dealer-to-dealer trades.
• TradeRev & EBlock enable real-time dealer auctions from smartphones.
• Kijiji Autos & Facebook Marketplace let you identify private sellers in your area.
• Dealer-to-dealer networks (including UCDA classifieds) open opportunities for trades within the industry.
The advantage of digital tools is speed: you can spot, negotiate, and secure vehicles faster than traditional channels.
6. PARTNER WITH LOCAL BUSINESSES
Some of the best inventory sources aren’t online at all -- they’re right in your community.
• Repair shops: Mechanics know when customers are debating whether to fix or sell their cars. Partner with them for referral fees.
• Body shops: Wrecks with minor cosmetic damage can be purchased cheaply, repaired, and sold profitably.
• Rental companies: Local fleets regularly cycle out vehicles that still have strong retail potential.
• Leasing agencies & corporate fleets: Many have structured replacement cycles and prefer selling in bulk.
By creating relationships with these businesses, you build pipelines competitors may overlook.
7. USE SERVICE DEPARTMENTS TO SOURCE VEHICLES
For dealers with service bays, every repair order is a potential lead.
• Flag high-cost repairs: When customers face repair bills higher than the value of the car, offer them a tradein alternative.
• Create upgrade promotions: Send service customers targeted offers for newer models, with loyalty discounts for repeat buyers.
Service-to-sales conversions are not only a way to move inventory but also a way to deepen long-term customer relationships.
8. KEEP AN EYE ON SEASONALITY
Ontario’s market is seasonal. Trucks and SUVs move faster in winter, while compact cars and convertibles gain traction in spring and summer. Smart dealers anticipate these shifts by acquiring the right inventory ahead of demand.
By analyzing historical sales cycles, you can start stocking winter-ready SUVs in August and summer-ready sports cars in March. This not only boosts sales but also positions your lot as the place that “always has what people are looking for.”
9. STAY COMPLIANT AND ETHICAL
In the race to build inventory, shortcuts can be costly. Ontario dealers must remain compliant with OMVIC regulations and benefit from guidance offered by the UCDA. Transparent disclosures, accurate advertising, and
fair trade-in valuations are not just legal requirements, they’re the foundation of your reputation.
Dealers who cut corners on acquisition practices risk fines, loss of licence, or worse -- customer distrust that lingers far longer than a single bad deal.
10. MEASURE, REVIEW, AND REFINE
Like every aspect of dealership management, inventory acquisition should be measured.
Track metrics such as:
• Average days to turn (how quickly vehicles sell).
• Gross profit per unit (front and back end).
• Acquisition source performance (auction vs. trade vs. private buy).
By analyzing these numbers quarterly, you’ll see where your inventory strategy is strong and where adjustments are needed. For example, if private purchases yield faster turns than auctions, reallocate your budget accordingly.
FROM REACTIVE TO PROACTIVE
Too many dealers operate reactively, scrambling for cars when the lot looks thin. The result is rushed buys, higher costs, and lower margins. The topperforming dealerships in Ontario flip the script: they treat inventory acquisition as a planned, proactive strategy.
By combining data-driven decisions, diverse sourcing channels, strong community ties, and consistent review, you can ensure a steady flow of vehicles tailored to your market.
Inventory will always be a challenge but with a game plan it becomes a controlled challenge. And in the highly competitive used car industry, control is the difference between surviving and thriving. ■
ALL-IN-ONE MARKETING MADE IN CANADA
EXTREMELY BUSY USED CAR DEALERS, AND THOSE LESS SAVVY WITH DIGITAL MEDIA, rightfully find getting everything done online daunting: creating or revamping a website, properly merchandising inventory, sending vehicle postings to various marketplaces – it’s a lot to understand and manage. But there is help available from a well-known and trusted partner of the used car industry.
In the business since 2004, Carpages.ca is helping dealers by offering a range of tools designed to make navigating the complex online world easier.
“We work in the automotive industry, so we do things a little differently when it comes to websites and managing sales tools,” says Ben Mirecki, president with Carpage.ca. “We are focused on how consumers buy vehicles. That’s the main thing that matters to our customers.”
The Canadian-owned company doesn’t just understand how the automotive market works, they understand how it works online. That’s what led to the creation of DealerPage+ and DealerEdge+. Dealers now have a team behind them to create a website that showcases cars while also providing tools behind the scenes like a builtin inventory management system, optimization for mobile device users and an easy, no-tech-skills-required dashboard for updates.
“It’s an all-in-one system that also includes automated car listings on Carpages.ca,” says Mirecki. “Plus, for UCDA members who become customers, we include direct listings on OntarioCars.ca.”
There is no need for a dealer to understand SEO, AI or web search criteria. The Carpages.ca team manages all aspects of website development to keep dealers at pace
with the changing online world. And, speaking of AI, there’s a VIN-enabled description writer included as well.
“Putting the VIN into our tool turns everything about that car into a wellwritten description,” he says. “It’s not a boring template. It’s specific to that car and that dealer. We make it easy to get that used car inventory online.”
The sites Carpages.ca creates are flexible enough to include sales promotions and special offers so there’s nothing customers surfing for a car will miss. UCDA members get special rates and the packages include everything needed to look great online, from website hosting to website building and advertising through numerous platforms.
For a better online experience, turn to a partner with more than two decades in the industry: Carpages.ca. ■
UNDERSTANDING BUYERS’ HABITS IN THE AGE OF AI
THE NEW LANDSCAPE OF CAR BUYING
By Reem Rizk
THE CAR BUYER’S JOURNEY IS NO LONGER A STRAIGHT ROAD, but a sprawling network of digital crossroads. Traditional methods of walking into a dealership, flipping through a brochure, and chatting with a salesperson are still important, but are often no longer the first steps for many of today’s buyers. Today’s journey often starts with a search bar, a voice prompt, or even a conversation with an AI assistant.
AI plays an increasingly powerful role in shaping how buyers compare options, explore reviews, and ultimately make decisions. For dealerships, this means that understanding buyer habits is no longer just about demographic trends or seasonal peaks. It’s about understanding the tools and algorithms that shape those habits in real time. To understand modern buyers is to understand how AI influences their journey.
So, let’s jump into this new world of AI and the car buyer.
AI Isn’t New, But It’s Louder Than Ever While headlines may suggest an overnight appearance of AI, this is simply not the case. Dealers have been using AI-powered tools for years, in
some cases, without even realizing it. Inventory optimization software, pricing algorithms, lead scoring tools, and credit risk assessments are all built on decadesold AI principles.
In fact, according to Making Things Think: How AI and Deep Learning Power the Products We Use, by Giuliano Giacaglia, technologies such as predictive analytics and expert systems were already in use by the 1980s, helping companies streamline research tasks. Natural language processing, which is the foundation of chatbots and voice assistants, dates back to the 1960s. Even real-time translation tools used in multilingual customer service have roots in Cold War-era computing experiments.
What’s new is the visibility of generative AI tools like ChatGPT, Copilot, and Gemini that make artificial intelligence feel human.
Where AI Meets the Buyer Journey
Defining the New Digital Landscape
What once began with a Sunday newspaper ad now begins with a query like: “Best hybrid SUVs under $40K near me.”
The buyer journey is filled with invisible agents: search engine algorithms, chatbots, comparison engines, digital voice assistants, and smart filters that learn preferences with each interaction. AI has reshaped the terrain of consumer decision-making. From predictive search
to intelligent product filters, the car buyer now asks AI for help long before they step foot into a dealership.
All these digital pathways are dynamic. AI considers countless variables—such as search history, user location, past purchases, and time of day—to customize results. That means two people searching the exact same phrase might receive entirely different recommendations.
Mapping AI Touchpoints
For dealers, the key is not just being visible at one stage of a customer’s search, but being consistently present and responsive throughout the full journey. Let’s break down the key touchpoints where AI intervenes:
• Search engines (Google, Bing, Gemini): Algorithms now surface results based not just on keywords, but user intent, past behaviour, and location.
• Chatbots and virtual assistants: Many dealership sites now offer 24/7 AI chat support that can answer questions, book test drives, and even negotiate.
• Recommendation engines: AI tools surface related vehicles or promotional bundles based on prior browsing.
• Agentic AI tools (like Gemini or Copilot): Buyers may use these to build comparison charts, summarize reviews, or even script email inquiries to dealerships.
• Smart filters and visual search: Visual AI lets buyers upload images of a car they like and find visually similar models.
Increasingly, buyers don’t just interact with one touchpoint—they move fluidly between them. A buyer might use Google to search, Gemini to compare, Reddit to verify reviews, and a dealership chatbot to schedule a visit—all within a few hours.
This fluidity means that every step in the funnel is now an opportunity for influence.
What Today’s AI-Influenced Buyer Expects
Behavioural Shifts in the AI Era
AI has subtly reprogrammed how consumers behave. Buyers expect seamlessness. They assume the tools they use will anticipate their questions, personalize results, and eliminate friction. These expectations spill into every industry—and automotive retail is no exception.
We’re living in an age where buyers are used to Netflix recommending the next show they’ll binge or Spotify curating playlists that match their mood. These same habits show up in how buyers expect to shop for cars.
Today’s buyer does not want to start from scratch when they enter a dealership. They expect continuity between their online experience and in-person interactions. AI has trained them to expect:
• instant answers
• hyper-relevant results
• transparent pricing
• personalized recommendations
• 24/7 availability
Modern Expectations: More Than Just a Car
According to Carfax Canada’s 2025 research, car buyers now exhibit habits once reserved for tech shoppers. They read online reviews, consult friends via messaging apps, engage with forums and AI advisers, and benchmark deals before ever speaking to a human.
This shift is especially true among Gen Z and younger Millennials, who have grown with this digital landscape. They don’t just want a car—they want a personalized buying journey that matches their expectations of speed, clarity, and relevance.
And if they don’t get it? They move on. AI makes comparison easy. A poor experience on one website can instantly redirect a buyer to a competitor.
In other words, the showroom experience is no longer the first impression—it’s the final audition. Your website, social media presence, and chatbot might be the only chance you get to make a first impression.
How Dealers Can Leverage AI Without Losing the Human Touch
The Hybrid Advantage
Dealers face a choice: adapt or be left behind. The choice may seem difficult to some who are loyal to processes, but adapting doesn’t mean becoming robotic. Instead, it means blending AI efficiency with human empathy. A 2024 Forbes. com article, “Survey Reveals Dealers Are Boosting AI Use To Boost Revenue,” discussed the word “efficiency” in the context of AI meaning job losses. Dealers, however, are looking to enhance jobs with AI tools.
This hybrid approach is where trust is built. By automating administrative tasks, salespeople are free to focus on the emotional, trust-based work that drives high-ticket sales.
Practical Tools for Dealers
There are AI-driven tools already helping dealers thrive. Some of the most useful include:
• Inventory management software: Predicts which vehicles to stock based on regional trends and online engagement.
• Automated follow-ups: Sends personalized emails or texts based on prior customer actions.
• Review monitoring systems: Uses sentiment analysis to flag negative reviews and automate outreach.
• Lead scoring: Prioritizes high-intent leads based on AI-evaluated signals. Incorporating these tools can feel intimidating at first, especially for smaller dealerships. According to a 2024 survey by Fullpath, 81% of dealers anticipate an increase in AI budget for 2025. But implementation can be gradual, starting with a single tool that supports your most strained workflow.
Empathy Still Matters
AI might guide the buyer to your door, but it’s your team that closes the sale. A dealer’s role is evolving into that of a trusted adviser—a role AI can’t replicate. Buyers want to:
• be seen and heard
• ask complex, situational questions
• feel like their purchase matters
• trust the person across from them
AI can replicate information, but it can’t replicate intuition. It can’t reassure a nervous parent buying their teenager’s first car. It can’t sense when a customer feels overwhelmed and slow down the pace. These soft skills are where human salespeople shine.
What to Stock Before They Ask
From Habit to Forecast
One of the quiet superpowers of AI is predictive analytics. AI doesn’t just tell you what buyers are currently looking for—it predicts upcoming market trends.
By analyzing search trend patterns, historical sales data, economic indicators, and local demographics, AI helps dealers stock strategically.
Rather than reacting to requests, forwardthinking dealers use these tools to:
• identify rising demand segments (e.g., EVs under $35k)
• anticipate regional preferences (e.g., AWD vehicles in snowy areas)
• monitor competitor stock
• optimize trade-in offers based on predicted resale values
• identify seasonality trends (e.g., spikes in convertible interest during summer)
Data also helps forecast which models might become liabilities. If a vehicle line is seeing increased returns or service complaints online, AI can help flag that pattern before it hurts your margins. According to the Fullpath survey, 55% of dealerships that have implemented AI reported a 10-30% increase in revenues in 2024.
Risks, Ethics, and the Personalization Dilemma
How Much Is Too Much?
With great personalization comes great responsibility. Dealers must ask: where is the ethical line? At what point does helpful customization turn into invasive profiling?
Buyers may enjoy a chatbot that remembers their budget, but they may bristle at ads that know what car they looked at three weeks ago—or what their cousin searched for on a shared Wi-Fi connection.
Creepy personalization breaks trust. Buyers are increasingly aware of data privacy issues, and some governments are stepping in with regulations like Canada’s CPPA (Consumer Privacy Protection Act). Dealers must walk a fine line: use the data to support, not surveil.
Recent revelations have heightened concerns about how data is collected and used. A 2025 class-action lawsuit against Apple confirmed that its Siri assistant had recorded conversations without user consent—resulting in a $95 million settlement.
Meanwhile, Cox Media Group openly marketed “active listening” technology to advertisers, claiming it could target ads based on private voice data.
While major tech companies deny widespread use of this technology, cases like these show that the potential for abuse exists, and so do real-world consequences.
Dealerships are also subject to evolving data privacy laws like the CPPA, which requires businesses to be transparent about how they store and use customer data. If a dealership experiences a data breach, they may be legally obligated to inform customers of what information was accessed. That includes anything from browsing history to contact details or financing information.
Just as importantly, Ontario dealers must still follow all compliance guidelines laid out by OMVIC and other provincial regulators, regardless of what technology is being used behind the scenes.
Building Long-Term Trust
AI habits are fragile. When a tool feels helpful, it becomes part of a buyer’s
routine. When it feels pushy or opaque, trust erodes quickly.
The dealerships that win long-term loyalty will be those who:
• use AI ethically
• provide clear explanations
• make tech support human values— not replace them
• design experiences around respect, not conversion alone
Trust is the currency of the modern marketplace. If your dealership feels like a black box—unreadable, untouchable, and overwhelming—buyers will walk away. But if it feels responsive, intelligent, and transparent? That’s when buyers tend to stick around—and refer their friends.
Meet Them Where They Are—Not Where You Were
AI isn’t just another digital trend—it’s the scaffolding behind a new kind of buyer behaviour. Habits have changed, and the dealers who recognize that will have the competitive edge.
But success doesn’t come from overwhelming buyers with tech or trying to beat algorithms at their own game. It comes from understanding the subtle nudges shaping modern decisions, and meeting those habits with integrity, empathy, and preparedness.
Because in a world where AI may lead them to your lot, the human touch is what drives them home. ■
TECH TALK
By Angela West
It’s time for road trips, back to school, back to work, and getting your vehicle ready for winter. We’ve got the gadgets, apps and websites you need to make everything easier at this busy time of year.
Car Power Inverters
If you have a need to plug in something that usually runs on a three-prong plug, car inverters have come down sharply in price over the last few years. Your intrepid writer recently purchased the PISFAU 200W Car Power Inverter from Amazon, with a list price of only $39.99 CAD.
These inverters have come down significantly in price, and this particular model successfully powered a sleep apnea machine for a roadside nap and charged a laptop battery without any negative side effects. For that price, it’s worth throwing in your glove box just in case.
To make sure your power inverter can take the joules, check the wattage of your appliance before plugging it in.
Other models can be found by searching for “Car Power Inverter” on Amazon.ca
Websites to Plan Your Leaf-Peeping Road Trip
While there isn’t an app yet to chart the changing colours of leaves in Canada, there are two websites you can turn to. Ontario Parks has a fall colour report which reports percentage of colour change and leaf fall at each of the provincial parks, and it can be used as a barometer for nearby fall foliage. You can access it at https://www. ontarioparks.ca/fallcolour.
If your road trip takes you into Quebec, Bonjour Québec offers a full fall colour breakdown by region. Zooming in on the map will tell you what stage the fall colours are at, as well as nearby attractions.
Pull it up here: https://www. bonjourquebec.com/en-ca/explore/ seasons/fall
Portable Jump Starters
Like car power inverters, the price tag on portable jump starters has come down over the past few years. The NOCO Portable Jump Starter, voted most compact by Car and Driver magazine, is about $134 CAD on Amazon. There are cheaper ones available if you search “portable jump starter” on Amazon.ca, but this is probably one thing you don’t want to skimp on. When you need it, you need it to work.
The interface is simple, and it doesn’t take up much trunk space. The only negative Car and Driver had to say about it is that the cables are short and the clamps are difficult to squeeze, but it still got their vote as the best option in this category.
MoboKey: Secure and Control Your Car From Your Smartphone With Remote Start Option
For the price of a typical remote starter, you can now do much more with MoboKey, which allows you to control nearly everything about your vehicle from your phone. There are three MoboKey kits available, with the most expensive one ($229.00) coming with a remote starter and an expansive 300-foot range.
MoboKey has two components: an app on your phone and a device that plugs into your vehicle. The lifetime subscription to the app is listed as included on all three models.
Once installed, you’ll be able to lock or unlock your car from your smartphone, set a proximity lock/unlock preference so you don’t have to fumble with your phone while carrying groceries. You can also unlock your trunk from your phone and see where you parked.
MoboKey touts its security as being an added layer to help prevent auto theft, which as we know is a massive issue in Ontario. You’ll be able to see the location
One of the biggest selling points of MoboKey is the ability to have multiple cars on the app, giving you the ability to do everything mentioned above to all of your vehicles. The only downside is apparently the time it takes for installation and to get it configured for your vehicle, according to @mwyt on YouTube. To see his review, check his channel or search for “MoboKey Real Customer Review” on YouTube.
Find out more and purchase at mobokey.com
Download Google Maps to Use Offline
We all use Google Maps to navigate, but did you know that you can download a map to use offline if your cell service is going to be sketchy? Just search for your spot, tap the name and/or address of the place, and then select more (represented by 3 stacked dots). Then,
Celebrating the happiness of car ownership DEALER PROFILE
By Ronda Payne
THERE’S SOMETHING ABOUT THE EXCITEMENT ON SOMEONE’S FACE WHEN THEY TAKE POSSESSION OF THEIR NEW CAR.
It’s genuine. They are experiencing a moment of true joy when they hop in the vehicle they’ve just purchased and take the first drive off the lot. Pat Vella lives for moments like this. It’s part of what led him to put a greater emphasis on used car sales in the family business – Vella’s Auto in Vaughan, Ontario.
“My parents started Vella’s Auto back in 1977. I wasn’t even born yet,” Pat says of the old Toronto location. “And as a child, from four years old, I was always at the shop. I literally grew up in the business.”
While the business began as a service centre, there were always a few cars for sale. This side of
Vella’s Auto
Vella’s was destined to grow when Pat’s brother, Anthony, came on board and took over the service department.
“It’s been family-owned and operated since day one,” Pat says. “My dad’s a licensed technician, I became a licensed technician as did my brother, and my mother did all the accounting for the business. My mother has retired and now my wife has come in to take care of the accounting.”
Pat and Anthony’s parents still own Vella’s Auto, but the brothers are aware that they will carry it into the next generation. When Anthony joined the company in 2000, Pat saw his cue to jump fully into auto sales.
“I love dealing with people and I love cars,” he says.
He enjoys his side of the business because of the joy he gets to experience with customers.
“No one likes spending money on their brakes,” he says. “People maintain their vehicles, but they’re never really happy spending money on what they currently have. But when you see someone’s face when they take delivery
of their new vehicle, they’re just happy that they’re taking that car.”
Sometimes he jokes with his brother that they are the equivalent of the TV show Love It or List It, in the car business, where one person is trying to sell clients a new vehicle, while the other is helping the client repair what they already have.
“My brother took on the management of the service centre, which not only involves servicing and ensuring the safety of vehicles prior to their sale, but also servicing the vehicles for our clients after they purchase from Vella’s,” Pat says. “Anthony continues to uphold this to this day.”
On the other hand, as a service technician, Pat was venturing into sales with no background in computers, marketing or sales. He had to teach himself as he went along.
“I had to learn all those things to stay competitive,” he says. “It’s a very competitive market. We try to deliver the best quality out there with latemodel, manufacturer-warranty, clean cars.”
His technician background has come
in handy because he can see things other buyers may miss when it comes to potential purchases for the lot. Pat’s background, knowledge and experience have allowed him to skip the cars that need too much work and focus on those that are going to make customers happy.
“I saw my parents work very hard knocking on doors, building the service side of the business and you know what? As I watched from a young age, I knew I needed to be successful,” Pat says. “I worked at it any way I could to make it what it is today and I still continue to do so.”
But the used car business is anything but static. As he explains, it continues to evolve.
“You’ve got electric, you’ve got hybrid. You’ve got AutoTrader and now there’s Amazon coming into the market creating a platform,” he says. “If you’re not always adapting to what’s happening in the market, you’re left behind.”
He says mentally, it’s like continually going back to school to stay on top of the changes. Not only has the market
changed in terms of new options and tools, but also the depreciation and pricing have shifted dramatically. From the pandemic to now, the differences in the market are astounding. Not to mention the trade challenges with Canada’s neighbour to the south.
“In the past, we were bringing vehicles in from the states and today we are doing the opposite,” he explains. “If you’re not watching that market today, it’s unfortunate, but there are certain cars that are better off destined for the states and you can stay more competitive on that trade by sending it out of our Canadian market.”
With all the changes in the market, Pat’s parents are happy that the boys both came into the business with strength and passion. It will allow the business to transition more easily when it’s time for their dad to retire.
“We’ve been at it since a young age,” Pat says. “We’ve watched every single transaction that’s come from here. Me and my brother, we’re in the next stage of life where it’s our time to take it over.”
The service centre is across the street from the auto sales office and
both operate as independent but cooperating businesses. The service centre also offers detailing, while the sales side provides leasing and financing options.
The 18 employees (including family members) have helped the business grow and thrive. The original Vella’s Auto of the 70s was a two-bay shop and about 1,200 square feet. Now, there are five bays at the service centre and the sales side has about 22,000 square feet of indoor space alone.
“It’s a night-and-day difference,” says Pat of the growth over the years. “We have, on average, about 100 cars ready for sale.”
Though occasionally, he will pull out an old AutoTrader and look at the family’s old print ads and reminisce about how business used to be.
While the methods of marketing have changed dramatically, what hasn’t changed is the approach. Staff and customers are both treated like family as they always have been.
“We’re a very tight-knit, family-oriented business,” Pat says. “We celebrate
everybody’s birthdays. Our staff spends so much time together that we treat each other like a family.”
New hires are taught about the family-style of the business and how everyone works together. The Vellas believe in balancing out strengths and weaknesses to make everyone more successful. Pat relies on the team to have the right outcome for customers.
The business also remains close with their customers with relationships built and maintained on trust and integrity. Many car buyers continue to have their vehicles serviced by Vella’s Auto.
And now, with Pat’s two young sons working around the business, the third generation is getting to know the inner workings of the business, whether it's from behind a broom or looking under the hood of a car. They love summer holidays when they can “come to work” more often. “I want them to build relationships with customers and learn,” he says. “If they choose to be in this business, it’s going to be an easy entry for them to come in the same way as it was for me.” ■
THE COMMON LAWYER
The Legal Skeletons Hiding in Your Lot: What hidden legal risks are baked into your current inventory?
By Justin Jakubiak
I EXPECT, BY THE TIME YOU READ THIS, you may be thinking more about the red-suited fleet manager with a penchant for rooftop deliveries and who drives a zero-emission vehicle. However, as I type, strong wind and rain is driving the leaves from the trees onto my windows, and my dog, Buckle, is very scared. He doesn't like leaves, especially wet ones, and for him, it is definitely the spooky season.
So, a spooky article for the spooky season. For Ontario dealers, the real hauntings aren’t in the showroom decorations, they’re buried in your inventory, paperwork and some of the zombies you may have hired.
From improperly branded vehicles to unpaid liens and curbsided acquisitions, legal risks are lurking in plain sight. These aren’t just compliance issues,
they’re potential lawsuits, fines, and reputational nightmares waiting to rise from the grave. What is even more spooky, is that the Grim Reaper of Ontario’s auto industry doesn’t carry a scythe; he carries a clipboard and he works for OMVIC.
He doesn’t knock. He mystery shops. He doesn’t whisper. He audits. If your dealership’s disclosures are incomplete, if your contracts are misleading, or your staff are cutting corners, he’s not coming for your soul - he’s coming for your license.
OMVIC’s mystery shop program is the industry’s version of a ghost hunt: you won’t know they were there until the report lands. And their compliance audits? Think of them as the Reaper’s annual check-up, except instead of checking your pulse, they’re checking your paperwork.
So, who you gonna call?
Fear not: with the right tools, legal counsel, training, and attention to detail, dealers can become their own ghostbusters - zapping away the risks before they materialize into fines, license suspensions, or worse.
Let’s unearth the most common legal “ghosts” haunting Ontario dealerships and discuss how to exorcise them before they cause real damage.
The Branding Phantom
IMPROPERLY BRANDED VEHICLES
Ontario’s Mandatory Vehicle Branding Program is designed to protect consumers from unsafe vehicles. But for dealers, it’s a minefield. Vehicles branded as Irreparable or Salvage must meet strict criteria before being sold, and only those branded None or Rebuilt are roadworthy in Ontario.
Failing to disclose a vehicle’s brand, or misrepresenting it, can lead to serious consequences under the MVDA and the Consumer Protection Act.
DEALER TIP: Always verify branding through the Ministry of Transportation and ensure your sales team understands what each brand means. A “Rebuilt” vehicle without proper documentation is a lawsuit waiting to happen.
The Lien Zombie
UNPAID OR HIDDEN LIENS
Liens are the undead of the automotive world - invisible, persistent, and potentially devastating. Selling a vehicle with an active lien can result in financial liability for the dealership and a breach of consumer protection laws.
DEALER TIP: Use comprehensive vehicle history reports and conduct PPSA searches across multiple provinces. Don’t rely solely on seller representations – independently verify everything –especially when buying vehicles from new sources.
I expect it is a byproduct of a spooky economy, but I am seeing a massive uptick in dealers discovering, sometimes months later, that a selling dealer has not paid out a lien. This results in massive
headaches, a frustrated customer and often a scary demand from OMVIC.
THE
CURBSIDER'S CURSE: UNREGISTERED
SALES
Curbsiding, the illegal sale of vehicles by unregistered individuals and corporations, doesn’t just impact consumers buying a vehicle of off Facebook Marketplace. It is a growing problem that is affecting more and more dealers. What's worse, is that dealers who acquire inventory from curbsiders may be seen by OMVIC as complicit, even if they acted unknowingly.
OMVIC’s enforcement teams regularly investigate and prosecute curbsiding operations and are targeting dealers who buy vehicles from people and businesses that they know, or ought to know, are acting as unlicensed dealers. A good example is the rise in prosecutions of individuals (nominee purchasers) and dealers who work together to buy a new vehicle from a franchise dealer for the
purpose of resale or export.
Dealers caught sourcing vehicles from curbsiders risk fines, license suspension, and public disciplinary action.
DEALER TIP: Always verify the seller’s registration status. If a deal seems “too good,” it might be cursed.
The Contract Poltergeist
MISSING OR MISLEADING DISCLOSURES
Under the MVDA, dealers must disclose everything from odometer discrepancies to prior use and accident history. Failure to do so isn’t just unethical, it’s illegal. Misrepresentation can lead to litigation, compensation fund claims, and OMVIC disciplinary proceedings.
Recent enforcement actions have shown that even large dealerships aren’t immune. In one case, employees at a Toronto dealership were charged in a $2M stolen car scam involving fake VINs and altered Carfax reports.
DEALER TIP: Train your staff to treat disclosure as a legal obligation, not a sales obstacle. Transparency protects your business. Self audit regularly and look for deals that seem a bit off, are a bit smelly or are not smelly enough.
DON’T LET THE SKELETONS WIN
Legal risks in your lot aren’t seasonal - they’re year-round threats. But with vigilance, training, and proper compliance, you can keep your inventory clean and your reputation intact.
And, if you are ever stuck, don't hesitate to contact your favourite Ghost Buster… my team is always ready to find the skeletons before OMVIC does, and is ready to guide you if the Grim Reaper has already paid you a visit. Now go drink some egg nog!
Justin is a Partner with Fogler, Rubinoff LLP and is recognized by the Law Society of Ontario as a Specialist in Civil Litigation. Most importantly, Justin loves cars and the automotive industry, representing auto clients throughout Canada.
This article is intended for general information purposes only and should not be relied upon as legal advice. Views and opinions are Justin's alone and do not necessarily represent the views and opinions of the UCDA or Fogler, Rubinoff LLP. ■
CONSISTENTLY PROFESSIONAL PHOTOS IN A FRACTION OF THE TIME; AND AT
A FRACTION OF THE COST
WOULDN’T IT BE GREAT IF ANYONE ON YOUR TEAM, FROM A TECHNICIAN TO A SALESPERSON, even you, could take dependably high-end, professional photos of every single car? With the Piranha app, distributed in North America by Logiki Technologies, the power of show-room-style photos is in the palm of your hand, with the ease of your phone’s camera.
Piranha is designed for dealers, ensuring each car has the same stylish background to fit your brand’s identity; a standard set of image view angles; and retouching to correct lighting, blur windows, remove licence plates and more, all ready in minutes.
Nima Rahimzadeh, Technology Director with Logiki, says the Piranha app, used by automotive dealers in Europe for
more than seven years, is armed with AI to make anyone at the dealership with account access an expert with photos. “We customize the app’s setup with our dealer customers,” he says. “We help them identify the background that best meets their brand style, choose the view angles and let the app guide them through the process.”
Whether you prefer outdoor photos or indoor, classic settings or modern, numerous options are available for the floor and background. Then, choose view angles: front grill, side, wheels, doors open, and so much more, to create a standard template for use on every car. The app guides the user with on-screen guidelines to help position the image at the exact right angle and the image order is part of the process, so nothing gets missed.
“You get a polished, consistent look for the cars, regardless of where you took the photos,” Rahimzadeh says. “Your actual background may have a street or the receptionist’s desk, but Piranha removes all of that for a sleek result in minutes.”
Best of all, there’s no need to call a photographer; no waiting for hours or days for the images. Once the retouching is complete, the images are ready for use on the website, or on third-party sales sites, ensuring a clean, consistent brand image.
With multiple packages available, dealers have the ultimate flexibility to use Piranha their way.
“Our dealers choose what meets their needs,” he says. “The power is in their hands.” ■
THE OLD CAR DETECTIVE
HELP! HELP! FRONT FENDERS ON FIRE!
By Bill Sherk
THE CAR YOU SEE HERE WAS ON DISPLAY AT A CAR SHOW IN BRADFORD, ONTARIO, in 2018. The proud owner, Gord Houston, is standing beside his car. The flames painted on the front fenders gave me the perfect title for this little story on Gord’s 1940 Ford coach in black primer and no hood.
Because I still think of myself as a
middle-aged teenager, what fun I could have with this car if Gord would only loan it to me for a couple of hours so I could cruise around the streets of Leamington and pretend the year was 1958, the same year I got my license at 16.
The exhaust cut-out behind the front fender would let me make all the noise I wanted! And the dual exhausts with chrome tips would let everyone know I had lots of horsepower! And the piece de resistance (I learned that in French class) would be the leopard hide interior. Oh to be young all over again!
Another ’40 Ford
Our next photo shows teenager Kent Weale in Port Credit bringing home his
first car, a 1940 Ford coupe for $200. With three different colours and a big dent on the driver’s door, his dad told him to park it in their garage so the neighbours wouldn’t have to look at it. The block of wood behind the rear wheel was very necessary because the parking brake did not work and the Weales lived near the top of a hill.
Kent posed for the camera with one foot on his running board painted white and the rest of the car a dazzling shade of metallic blue. Lots of fun bombing around town, especially after he replaced the original flathead V8 with a Buick V8. Vrrooom!
A third ’40 Ford!
Our third ’40 Ford coupe was owned by Toronto resident Al “Fireball” Rouhinen. He had three rows of louvers punched into the top of his hood to make his car look cool, although when it rained, water got into the engine.
Al got the “Fireball” nickname when he operated a shop in the east end of Toronto called “Draggin’ Unlimited” for all those young fellows hungry for more horsepower. His ’40 Ford coupe was painted in primer to make it look tough and the whitewalls were really portawalls from Canadian Tire to save young fellows the expense of real whitewalls.
The young fellows who worked at the big Canadian Tire store on Yonge Street wore roller skates in the warehouse to bring auto parts to the front in a hurry!
The 1940 Ford came in two versions: Standard and Deluxe. The ’40 with flames and the ’40 with “Fireball” Al leaning on it were Standard with vertical grille bars. Kent’s ’40 was the Deluxe version with a different grille and he snapped it up for only $200!
Always looking for stories. Email billtsherk@sympatico.ca. ■
PHOTO #1: Check out those painted flames!
PHOTO #2: And spinner wheel covers!
PHOTO #3: And leopard skin upholstery!
PHOTO #4: Kent Weale at 16 with his ’40 Ford.
PHOTO #5: Kent again with his new paint job.
#6: Al “Fireball” Rouhinen with his hopped-up ’40 Ford.
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NEW EDUCATIONAL REQUIREMENTS FOR SALESPEOPLE
By Lori Straus
A MAJOR CHANGE IS COMING FOR ALL DEALERS AND SALESPEOPLE REGISTERED WITH OMVIC: professional development requirements for registration renewal. This comes on the heels of a 2021 audit that found OMVIC performed less then average on many measures.
In this article, we’ll review what we know so far about the new requirements, how they affect you, and what your next steps should be.
Overview
The Ontario government’s 2021 Valuefor-Money Audit is a 68-page report completed by the Office of the Auditor General of Ontario. It investigated
how effective OMVIC had been in the following areas:
• administering the Motor Vehicle Dealers Act, 2002 (MVDA)
• protecting consumers
• ensuring dealers and salespeople are properly regulated
The audit report also assessed how effect the Ministry's oversight of OMVIC's performance had been.
The report required OMVIC to make major changes in its operations, from better enforcing laws and regulations to explaining why the Compensation Fund had an unnecessarily high balance.
One required change was to begin
mandatory continuing professional development (CPD). OMVIC is therefore introducing a test that must be successfully completed as part of registration renewal. The program will be available via desktop, mobile, and tablet.
In other words: if you fail the test upon renewal of your OMVIC registration, you cannot renew your registration. The requirement comes into force April 1, 2026, and affects renewing registrants as of July 1, 2026. A secondary cohort exists for OMVIC registrants who have taken the automotive education course. We’ll cover that in a moment.
Let’s dig in to what this means for you.
Who Is Affected?
This change applies to all OMVICregistered salespeople, dealers, and, where the dealership is incorporated, a member of its board.
Salespeople, which include a dealership’s sales staff, F&I, and even reception staff if they assist with vehicle sales in any way, must complete the CPD every two years. Sole proprietors and one partner in a partnership must retest every year. When a dealer is incorporated, two possibilities exist, depending on the role of the person in charge (PIC) of everyday matters at the dealership.
The PIC, who is automatically involved in selling vehicles, must retest every year. If this person sits on the corporation’s board, no other officers must retest. However, if the PIC does not sit on the board, another officer must pass the annual test.
What’s involved in the test?
What the UCDA Knows So Far
Initial reports say the course will take four to six hours and require a passing mark of 80%. The test can be repeated until the passing mark has been achieved. Renewing registrants also have 90 days to complete the test before renewal. OMVIC has not published any information thus far about costs.
“We told OMVIC we were concerned with cost, a proposed passing grade of 80%, which we felt that was too high for CPD, fail rates, and time,” said James Hamilton, UCDA executive director. “We won on the issue of fail rates, as we suggested the CPD should be a nonfail test format, but many of our other concerns were ignored or have gone unanswered.”
As of this writing (beginning of August 2025), no further updates have been published. An email to request updates also went unanswered.
Why is CPD being implemented?
The Auditor General’s 2021 Report
CPD began as one of dozens of recommendations in the auditor general’s 2021 report. The analysis was conducted for data between 2016 and 2020, and the results were not good. For example, the auditor general found that OMVIC conducted 10,216 inspections and uncovered violations in 2,582 (25%) of them.
Common types of violations included misrepresentation of facts, disclosure violations, safety standard certificate issues, poor record-keeping, and lien payout problems. These transgressions are covered in the automotive sales course new OMVIC registrants must take.
Misrepresentation of facts means a salesperson or dealer has not disclosed material facts that consumer needed to make an educated purchase decision. This can be result of shady business practices, but dealers also have to track so many details about each car that drives onto their lot that they may miss a material fact due to lack of training. However, OMVIC did not follow up on 77% of violations discovered via inspection.
Another aspect of concern was Compensation Fund claims.
OMVIC had received 5,400 consumer complaints during the period of investigation. However, only 7% were referred for enforcement action, and 50% of complaints where dealers had been proven to have broken the law resulted in no compensation to consumers.
OMVIC’s poor performance continues. Should the dealer not settle properly with the consumer, the consumer may file a claim against the dealership with OMVIC’s Compensation Fund. Should this claim be successful, the dealership that is the subject of the claim must
repay the fund. However, according to the report, OMVIC recovered only 22% of Compensation Fund claims from dealers who had committed violations.
This may appear advantageous to dealers, but it is not. If the Compensation Fund dips below $3 million, all dealers must make an additional contribution to top it up. It also erodes trust in our industry.
Protecting Consumers Through Education
Educating consumers helps build their trust in the automotive retail. This is a cornerstone of OMVIC’s purpose and motor vehicle sales in Ontario. Without proper consumer education, consumers risk becoming prey to curbsiders, which is bad all around for our industry.
“Education has always been a cornerstone of the UCDA’s mission, and we view this as consistent with the growth and forward-thinking efforts at modernizing our industry,” Hamilton said. This includes supporting consumer education.
However, over 70% of Ontarians surveyed as part of the auditor general’s report did not know what OMVIC was, despite the required educational component of a bill of sale.
The auditor general also found that 86% of consumers didn’t know vehicle sales contracts had no cooling off period.
The auditor general found some fault for this with OMVIC, which had justified a 2020 increase in transaction fees to fund better consumer education and had not followed through.
The auditor general’s report also recommended creating an electronic information package that salespeople must send to the consumer upon completion of a sale. According to OMVIC’s June 2025 quarterly update on addressing all the auditor general’s recommendations, the target date for developing the information package and requiring motor vehicle dealers to distribute at time of purchase was July 2025.
However, both appear to require more time, because they need feedback from stakeholders, among other steps.
Previous Education Requirements for OMVIC Registrants
Only beginning in 1999 were new OMVIC registrants required to complete the automotive course offered by Georgian College (and, for a time, by the UCDA). No further professional education requirements have existed since then.
This creates problems when the government makes important updates to legislation. For example, the Ontario government made significant changes to the MVDA in 2010 that affected vehicles sales procedures.
These changes included dealers no longer being allowed to sell vehicles for a price higher than what was advertised. Return policies for
consumers also were extended to 90 days if the dealer did not fully disclose material facts related to the condition of the vehicle.
OMVIC updated its education course to include these revisions for new applicants. However, registered dealers and salespersons were not required to update their knowledge through that standard course.
How OMVIC Compares
When conducting its analysis, the auditor general reviewed two other similar organizations to OMVIC: Bereavement Authority of Ontario and the Real Estate Council of Ontario (RECO).
(BAO governs funeral homes, crematoriums, cemeteries, and other businesses in the funeral and bereavement industry.)
Both organizations are governmentdelegated authorities: they are independent, not-for-profit corporations that administer provincial legislation on behalf of the Minister of Public and Business Service Delivery and Procurement. The Office of the Auditor General believed they made for appropriate comparators in their analyses.
"EDUCATING CONSUMERS HELPS BUILD THEIR TRUST IN THE AUTOMOTIVE RETAIL."
The BAO’s annual CPD program also takes about six hours. However, RECO did not specify time requirements, only course requirements.
Educational Requirements by Segment
“We view education as consistent with the growth and forward-thinking efforts at modernizing our industry,” Hamilton said. “It is common for regulated industries—real estate, lawyers, doctors, accountants and the like—to have CPD.”
With this new CPD requirement, all OMVIC registrants must complete continuing education to keep up with and implement legal changes.
A dealer or salesperson cannot renew their registration, i.e., cannot legally sell motor vehicles in Ontario, without passing the test within 90 days of their renewal date. However, for the first year, who this applies to and when differs somewhat.
Currently, all new registrants must take the Automotive Certification course offered by Georgian College. However, before 1999, no education prerequisites existed. Therefore, the audit reported, about 2,600 motor vehicle dealers and 3,200 salespeople have never taken any educational courses. This cohort must take the MVDA Key Elements course offered by Georgian College and pass with 75%.
However, the auditors also found that 54% of currently registered motor vehicle dealers and 24% of currently registered salespeople had not taken the updated course because they registered before the 2010 update to the MVDA.
This translates into 4,400 out of 8,200 dealers and 7,200 out 29,500 registered
salespeople who have not formally updated their knowledge. They, too, must complete the MVDA Key Elements course and receive 75% to pass.
For dealers and salespeople who registered in or after 2010, they are required to complete only the CPD course when their time for renewal comes up.
The UCDA’s Role in Continuing Education
Education is one of three pillars the UCDA actively supports to continue improving the reputation of used vehicle dealers in Ontario.
“It is important to help registrants keep up with changes in the law and the complexities of an ever-shifting regulatory environment,” said Hamilton.
To that end, it supplies members with meetings, e-bulletins, classes, newsletters, and this magazine.
So, when OMVIC CEO Maureen Harquail first discussed CPD with Hamilton, he confirmed that the UCDA supported the initiative. However, he also expressed some concerns.
“Many of the issues we raised are the main objections registrants are now raising,” Hamilton said. “No surprise there.”
Asking mostly small business owners to dedicate four to six hours to recertification is too long. The UCDA fully supports professional education, but the time frame is too long. The costs for the re-education have also not been shared.
“When we ask why the pass rate is set at 80% or the CPD course is going to take as much as six hours, OMVIC says that is what everyone else is doing,” said Hamilton. “We pointed out long ago that is not actually so, but again, no progress.”
The UCDA has also asked why dealers must renew annually, when salespeople only have to renew bi-annually. “Again, no progress,” said Hamilton.
How Can I Learn More?
The UCDA will keep its members up to date as new information becomes available. However, OMVIC runs introductory webinars on the new program. Visit https:// www.omvic.ca/events/ for details.
If you have any questions or concerns at all about the new CPD, reach out to the UCDA. Part of the organization’s service to its members it not only to answer your questions, but to also speak on your behalf. ■
