Where there is success, there is growth, and for CarGurus that was the company’s driving force for crossing over into the Canadian car review market last year.

CarGurus has seen a reported 21 million unique visitors, making the company the no.1 auto shopping site in the U.S.

And the company plans to dominate the Canadian market as well, said Sam Zales, President of International and Dealer Operations at CarGurus, in an interview with Canadian auto dealer.

It’s through transparency that the company operates.

“The motto we’re applying to the U.S. and to Canada and other international markets is to provide transparency to both dealers and consumers, so that a consumer has the best opportunity to shop for a car under the auspicies of great deals from great dealers,” said Zales.

Consumers are also getting a closer look at the dealers, which is helping them choose the right one. “Dealers, you’re getting a consumer that is educated and more ready to purchase and they come into the dealership knowing what they want,” said Zales.

The company uses a mathematical algorithm that takes into account make, model, trim and auctions on every car, and then compares them to other vehicles being offered in the marketplace. Dealer reviews are also factored in, said Zales.

“The combination of the price analysis and the reviews of a dealer tells us how to match up and provide that ultimate great deal from dealers to consumers,” he added.

The company also recently implemented its Great Badge Program, which provides dealers with a digital badge that shows they offer good and fair deals.

“It’s important to the consumer because it’s neutral. It’s a third party determining if this car is a good deal — not us. So it’s a great brand endorsement,” said Zales.

The company has taken notice of the changing digital landscape and how now, more than ever, car buyers are scouring the web and their phones to search and buy used vehicles.

“Over 60 per cent of our traffic is on mobile devices. We provide a streamlined system that allows the consumer to click to call the dealer because they might be driving and can call about that car right away,” said Zales.

The mobile website also offers directions to the dealership.

“It’s a great opportunity to direct consumers right into the dealership and close business for the dealership. Mobile first is really the first strategy here at the company.”

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Mark Rousseau

Mark Rousseau has been named the new President of CARPROOF, announced parent company Carfax. Rousseau has a track record of success with pioneering companies, said the company in a written release.

“The CARPROOF commitment to providing trusted information that helps Canadians buy and sell used cars with more confidence is what attracted me,” said Rousseau, President of CARPROOF.

“I’ve always been curious and had a deep desire to build. I’m excited to join a company that’s firmly committed to innovating new products and building outstanding teams. CARPROOF helps millions of consumers and thousands of dealers in Canada and I’m proud to now be part of that effort,” Rousseau added.

The new President has experience helping automotive dealers and businesses make confident decisions, said the company.

Part of Rousseau’s new role is to oversee ongoing information reported to CARPROOF, assist in developing innovative products that will help potential vehicle history, and increase company awareness of helping customers, said the company.

“Mark’s wealth of experience and industry knowledge will make him a key addition to the CARPROOF team,” said Dick Raines, President of Carfax, in a written release.

“We see him as an important addition to unlock the full potential of an exceptional team with a long track record of success,” said Raines.

“I’m confident that with Mark’s guidance the company will continue their tradition of innovating to help Canadians make better decisions about the used cars they buy and sell,” he added.

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The Policaro family has opened the doors to its new BMW dealership, located in the 410 Mayfield Auto Mall in Brampton, Ont. This is the seventh dealership for the Policaro family, which has been operating stores since 1979.

The grand opening was celebrated with an upscale event which brought out over 300 guests from the auto industry, and included drinks and live music.

One of the dealership’s main attractions is the Bavaria Lounge for VIP customers.

“We saw a shift in the market, especially for the brand BMW where you see customers purchase vehicles for around $150,000, then you have cars that are $30,000. We started to see a different variation of level of service customers were expecting,” said Francesco Policaro, General Manager of Policaro BMW in an interview with Canadian auto dealer.

The lounge is situated on the second storey of the 60,000 sq.ft. space, and VIP guests can have a go at the simulated golf course and enjoy a drink at the bar while waiting for their service.

“With the Bavaria lounge, it was to provide a different experience to customers and tie that into our services like valet, detail packages, access to the lounge and to the golf simulator. We partnered up with a local golf club and did a sponsorship with them. We saw that 80 per cent of our customers like to golf. So when we have a high-end customer that wants to golf, we bring that to them,” said Policaro.

Created by the iconic high-end luxury designer, Ferris Rafauli, the lounge has a lavish layout including fur throw-overs and leather seating.

“I think this was a little bit special because you’re taking a little bit of fashion, luxury and blending it into the world of automotive. Fortunately (BMW) it’s a luxury brand, so it really goes hand in hand with what we do,” said Rafauli, in an interview with Canadian auto dealer.

Among the customers, friends and family that attended, the event also pulled in VIP guests such as Hans
Blesse, President of BMW Group Canada, Mayor of Brampton, Linda Jeffrey, and NBA player Andrew Wiggins.

Jeffrey spoke about the Policaro family’s donations to the William Osler Health System and the importance of the cause.

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DealerSocket has joined forces with its customers to help Canadians impacted by the wildfires that have engulfed Fort McMurray, Alta.

The automotive solutions provider said that all setup fees collected in May and June are given to the Canadian Red Cross in support of those affected by the wildfires. Sam Rizek, Director of Sales and Business Development for DealerSocket, is spearheading the campaign.

“As a Canadian, we get really sentimental when another Canadian is suffering. Most times everyone does a one time donation and it’s done. We thought it would be a lot more impactful if we can actually involve our customers. It’s new business and prior customers. We get to do this with them. So it’s not just us giving, it’s them too, and they know they’re helping,” said Rizek in an interview with Canadian auto dealer.

Current customers are able to donate, and new customers that are charged setup fees are able to have that money go straight to the Canadian Red Cross.

“We’ve gotten great feedback from customers. One hundred per cent is going to help Canadians. We’re not waiving setup fees, and Canadian dealers are good at understanding that. I feel like it gives them peace of mind as to what kind of company we are. Everything has been really positive, no one has said anything negative,” said Rizek.

In a relief effort of this magnitude, every penny counts, said Rizek.

The donations that DealerSocket is getting from setup fees can create a significant impact on residents in Fort McMurray, he added. “It can be from $500 setups to $7,000, depending
on the scenarios. It’s a lot of money that we can donate.”

“This is the benefit of working for a bigger company. I just had to send it to my CMSO Matt and it was accepted right away. There was no hesitation. They were on board from the start,” said Rizek.

Overall, Rizek said the company hopes to generate a lump sum based off of last year’s numbers, which would be $30,000 to $50,000.

“We’ve gotten off on a strong start, which means a really strong donation for Fort McMurray,” said Rizek.

“How quickly and easily do we forget and go on to the next big story? Meanwhile, these people are in the beginning of it. It’s not in front of us in the news and we’re not living there. For us, it lets us see this is still a pretty deep issue that’s going on for a ton of people.”

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Almost 300 dealers, suppliers and industry leaders came out swinging, ready to golf at the Trillium Automobile Dealers Association (TADA) 2016 Annual South Tournament on June 15, 2016.

Keeping with tradition, this year’s tournament was held at the Rattlesnake Point Golf Club in Milton, Ont. The two 18-hole courses featured a scramble format of play on copperhead and a mixed format of play your own ball and scramble on sidewinder.

“The TADA Annual Golf Tournament was a resounding success on all fronts. This year we saw another early sell out with a long wait list for golfing, another sell out in all sponsorship categories, and to top it off, mother nature brought us a perfect day of sunshine,” said Todd Bourgon, Executive Director at TADA.

Winners of the event included Pam Pitrowski, who was the low net winner in play your own ball. The low gross winner was Rick Valin of BASF Canada — shooting a 76.

Members of the first team in low net with a score of 69 were Darcy Chisamore of Toronto Area Ford Dealers Association, Terry Fisher of Donway Ford Lincoln, David McQuilkin of Whiteoak Ford Lincoln and David Kerr of Colony Ford Lincoln.

The first place team with a score of 59 in the scramble format consisted of Jeff Woolcock, David McMinn, Roger Dunbar and David Wetlauffer of TRADER Corporation.

Winners of the copperhead first and second teams scramble with a score of 63 were David Scherle and Brian Lichach of Burlington Nissan and Lee Watson and Jamie Lemento from Burlington Toyota.

Second team members included Deryck Gilpin and Ken Mossop of NewRoads National Leasing, Steve Didycz of the Toronto Sun and Ken Gyles of Scarboro Mazda.

“The staff of the TADA worked tirelessly to ensure the day went as smooth as it did, and I would like to thank long time tournament chair Ken Shaw Jr. for his commitment and determination to make this one of Ontario’s most sought after round of golf,” said Bourgon.

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“Relocating to larger space in Montreal allowed us to support our bilingual customers in Quebec and doubling our footprint in Toronto was also critical as we continue to expand nationally. We also recently opened Corporate offices in Sydney, London and Dublin, which is some pretty big global expansion,” said Randy Price, Search Optics General Manager in an interview with Canadian auto dealer.

Price said the growth comes from the success of working with clients such as Ford and Chrysler dealerships.

Search Optics works with dealers to enhance their digital presence with methods such as brand awareness and high quality leads. “We offer things like paid search through Google, brand enhancement and social media, available throughout Canada, the U.S. and globally,” said Price.

Price said dealers need to become tech savvy because of the changing digital landscape.

“Consumers used to test drive seven vehicles before buying, now the stat is two. So they’ve gone down the funnel when getting to the buying decision through research online. It’s important you have your brand out there for consumers to find or else other competitors will take advantage of that,” Price added.

Price said dealers would be wise to invest in paid search to purchase their dealership brand keywords. This helps ensure that when consumers search for the dealership by name, they appear in a prominent position in search results.

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The impact of the auto industry is important to Canada’s economic welfare, according to new research from Unifor, a private sector union.

The study said that 125,400 people are employed in the North American auto industry, contributing millions to local charities and taxes.

“The auto industry is important to the Canadian economy generally, and absolutely vital in the communities where assembly and parts plants are located,” said Unifor National President Jerry Dias, in a written release.

Auto workers across Canada have contributed around $1.9-billion in income, sales taxes and payroll.

“That money goes to support services that we all depend upon, such as healthcare, education and social services — the sorts of things that make Canada such a great place to live,” said Dias.

The auto industry produced 2,268,996 cars and light trucks in 2015, bringing in $93.5-billion in revenue.

“That kind of output of manufacturing goods, and the good jobs that come with it, is not easily replaced,” said Dias. “That’s why we have made securing new investment the number one priority for this year’s auto talks,” he added.

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A recent study by J.D. Power shows that the use of online shopping tools can significantly improve satisfaction among consumers shopping for a new vehicle.

Four key elements, including information/content, appearance, speed and navigation, were measured to determine how useful auto manufacturer websites are during the new-vehicle shopping process. Customer satisfaction with auto manufacturer websites scored 807 points on a 1,000-point scale.

“The content on manufacturer websites must embody three key attributes: It must be easy to access. It must provide sufficient detail to answer shoppers’ questions. And it must help tell the brand story,” said Arianne Walker, senior director of marketing analytics at J.D. Power, in a written release.

The study said that 57 per cent of all new-vehicle buyers spend time on a manufacturer’s website, and that satisfaction is driven mainly by the quality of content. What’s more, around 40 per cent of shoppers reported to have an improved impression of the brand after their website experience.

“Gen Y shoppers — soon to be the largest group of new-vehicle shoppers — use these tools at higher rates than Boomers, signifying that manufacturers must continue to invest in and improve website tools in response to shifts in the car-buying population,” said Walker.

More than half of website visitors are more likely to test drive a vehicle if they have a positive experience on a manufacturer’s website, J.D. Power added.

Shopping tools such as exterior 360 view, offers/ incentives, compare tools and payment calculators can boost consumer satisfaction, the study said.

“There’s a direct connection between manufacturers that utilize their digital showroom effectively and satisfied shoppers who then become buyers,” said Walker.

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Richmond Acura has announced its relocation to the Richmond Auto Mall, located at 5580 Parkwood Cres. in Richmond, B.C. The new store will open it’s doors on July 25, 2016.

The 33,000 sq.ft. space includes a state-of-the-art service area featuring 12 bays, a customer drive-in area and a greeter.

The new store will also feature a drive-through car wash and three separate detail bays.

“We can tell you that BPL Auto Group’s Richmond Acura will be a key addition,” said Gail Terry, General Manager of the Auto Mall Association in a written release. “The expansion will definitely enrich the customer experience even further,” Terry added.

Richmond Auto Mall is one of the largest complexes in Canada, located at Westminster Highway and Knight Street in Richmond, B.C.

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Car dealer review website DealerRater has announced its integration with LotShot, an application that allows DealerRater certified dealerships to produce customer photos.

LotShot, which was previously available only on the web, is now an app feature for DealerRater. Once the app is opened, a dealer can snap a photo of their customer and send it via email.

DealerRater said almost 50 per cent of all LotShot review requests made by salespeople to their customers results in a review on DealerRater.

“LotShot is simply cool,” said Chuck Prosch, Fleet/Internet Manager at Strickland Chevrolet, a Pearland, Texas-based dealership, in a written release. “I don’t know anyone who doesn’t like to see a picture of themselves with their new vehicle,” he added.

To use the LotShot app, a salesperson has to open LotShot on their smartphone, snap a photo of their customer or their new vehicle, enter their contact information and then send them the photo, along with instructions to fill out a DealerRater review.

“What we have found with LotShot is that customers not only get back to us about the experience they had with their salesperson,” said Prosch, “but they also share LotShot photos with family and friends, adding to the positive feeling they have about our team members.”

This feature is available for iOS devices, but dealers can ask to be notified when the Android version will be released.

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Porsche Cars Canada has announced the opening of Porsche Centre Victoria, making it Canada’s first certified Porsche Classic partner and the fourth of its kind in North America.

The new centre will provide classic car sales, service and genuine parts for Porsche owners who drive models more than 10-years-old.

“We are certainly thrilled to mark this momentous occasion and have the first Porsche Classic Corner in Canada open,” said Alexander Pollich, President and CEO, Porsche Cars Canada, in a written release.

“Over 70 per cent of all Porsche’s sold globally are still on the road today, and with a responsibility to help maintain these classic models and owner enthusiasm,” said Pollich.

With over 52,000 classic parts available and with more being produced, Porsche owners can feel at ease with their service being handled by a Certified Porsche Classic Partner Centre, said the carmaker.

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Mazda, Toyota and Ford won mainstream brand honours at the fifth annual Vincentric Best Value in Canada awards, which took place recently in Bingham Farms, Mich.

Top luxury brand honours went to Volvo and BMW. Honda also received awards for four vehicles.

At the manufacturer level, Toyota Motor Corp. led the way with eight winning vehicles.

“When manufacturers measure and manage a vehicle’s total cost of ownership, they are able to consistently deliver high value to customers,” said David Wurster, President of Vincentric, in a written release.

In the full-size pick-up category, Ford F-series pickups snagged all three awards, while Mazda was acknowledged for its compact and subcompact features.

Vincentric said winners are determined through a statistical model and ownership cost and factors, concluding to whichever vehicles had lower than expected ownership costs given their market segment and price.

The cost of ownership was measured through fees and taxes, depreciation, fuel, financing, maintenance, repairs and opportunity cost.

Each vehicle was reviewed in 10 provinces, including the Northwest Territories, using a range of annual kilometre intervals as insurance profiles.

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