HOTLINEOFFICIAL NEWSLETTER OF THE TRILLIUM AUTOMOBILE DEALERS ASSOCIATION

VOLUME 4 • ISSUE 2 SPRING 2015

www.tada.ca

MORE TAX BATTLESTrillium fights latest Pension Payroll Tax

ONTARIO DEALER DAY2015 Conference and Expositionwas bigger and better

DIGITAL ENHANCEMENTAn overview of Canadian Digital Dealer Conference 7

Check out what’s inside...

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UPDATE YOUR

TADA.CA

DEALER PROFILE

Follow us on Twitter @TADA_GR

VICTORY!Milestone win on Canada

Revenue Audits challenging HST owing on bank reserves

See page 13

2 www.tada.ca©2015 Dealertrack, Inc. All rights reserved.

INTRODUCING Dealertrack Inventory+ A New Inventory Solution from Dealertrack.

Taking the best of Tradetracker®, AAX® and eCarlist to bring you our new innovative inventory management solution. Inventory+ empowers you with robust data (combining information on what you have sold, how you sold it, plus how it is selling and priced in the market) and superior mobile capabilities that go beyond the wholesale books.

Powerful tools, now at your fingertips.

Call 866.360.3863 | dealertrack.ca/inventory

14-11484_InvPlus_TADA_Hotline_MECH_v1.indd 1 12/10/14 4:28 PM

3

WHAT’S INSIDE

4 EXECUTIVE NOTE A message from TADA’s

Executive Director

5 GOVERNMENT RELATIONS

Trillium fights latest Pension Payroll Tax

7 HIGHER EDUCATION Education and career

initiatives moving forward on several fronts

8 DEALER PROFILES Meet two dealers:

Francine Floreani and Christopher Pfaff

10 SOCIAL MEDIA An effective process

for using Facebook to generate fixed ops leads and sales

13 CADA UPDATE Success on GST/HST fight

with Canada Revenue Agency

19 CUSTOMER RELATIONS Making genuine

connections and build long lasting relationships with your customers

22 DEALER SERVICES Delivering a good online

experience

24 TADA HIGHLIGHTS TADA in the news

25 GIVING BACK Curling for a cause

26 ASSOCIATE MEMBERS Listing of our members

DEPARTMENTSFEATURE

16 ONTARIO DEALER DAY 2015 The second Ontario Dealer Day

conference and exposition was bigger and better than the first.

20 DIGITAL ENHANCEMENT An overview of Canadian Digital

Dealer Conference 7

page 10

page 22

page 25

©2015 Dealertrack, Inc. All rights reserved.

INTRODUCING Dealertrack Inventory+ A New Inventory Solution from Dealertrack.

Taking the best of Tradetracker®, AAX® and eCarlist to bring you our new innovative inventory management solution. Inventory+ empowers you with robust data (combining information on what you have sold, how you sold it, plus how it is selling and priced in the market) and superior mobile capabilities that go beyond the wholesale books.

Powerful tools, now at your fingertips.

Call 866.360.3863 | dealertrack.ca/inventory

14-11484_InvPlus_TADA_Hotline_MECH_v1.indd 1 12/10/14 4:28 PM

WELCOME NEW MEMBERS NEW DEALER MEMBERS

RIVINGTON RALLY HONDASmith Falls, ON

RIVINGTON MITSUBISHICarleton Place, ON

MIDLAND CHRYSLER DODGE JEEPMidland, ON

BEAN CHEVROLET BUICK GMC LTD.Carleton, ON

ENDRAS INFINITIAjax, ON

LEAMINGTON CHRYSLERLeamington, ON

CAMBRIDGE KIACambridge, ON

CLARINGTON HYUNDAIBowmanville, ON

COLLINS NISSANSt. Catharines, ON

NEW ASSOCIATE MEMBER

PBS FINANCIAL SYSTEMS INCMississauga, ON

TORONTO HYDRO Toronto, ON

MERCHANT BROKER Toronto, ON

SMARTEK Toronto, ON

4 www.tada.ca

EXECUTIVE NOTE

O NE OF THE COLDEST winters on record and we continue to see good results in retail sales. Incredible!

The Canadian International Auto Show had another successful year as did February’s Canadian Digital Dealer Conference despite record low temperatures in the month of February.

Recently you would have received communication regarding the recent HST win at the CRA. Both TADA and CADA combined on this file that ultimately brought dealers this critical win. An alternative decision would have cost the dealers in many cases hundreds of thousands of dollars. The Board and staff at the TADA are very proud of this result and are happy that our members will benefit from this milestone win.

On April 14th we welcomed Doug Sullivan as TADA’s President for 2015/16. All of us at the TADA are looking forward to working with Doug over the next year. On this day we also wished outgoing TADA President Bob Verwey, great future success as he takes over as the Canadian International Auto Show President for 2015/16. I want to personally thank Bob for a great year and for being an excellent

ambassador for our industry. Bob’s education and career awareness focus for our industry has been met with great support from the Board and overwhelming acceptance from the community. The reality is we need good people to come and stay in our industry and we are committed long term as an association to being a catalyst and a driver of these benefits.

I would like to thank our retiring members from the TADA board; Brian Tafler, Mark Falkenberg, Susan Gubasta, Bob Fines, Nick Liguori, Frank Romeo, Wayne Marostica, and Jason Keay. I would like to recognize all of you for your efforts over the years serving the dealers of Ontario. Your many volunteer hours are appreciated and respected by your peers.

On a final note I would like to acknowledge the recent passing of Mike Fair owner of Mike Fair Chevrolet in Smith Falls. Mike was a past president of the association and a tireless worker on many of our committees over his ten years on the board. Mike was instrumental in the Northern Golf tournament charitable component where he helped raise thousands of dollars for Juvenile Diabetes. Mike will be missed by all of us at the TADA. n

Todd BourgonExecutive Director

TADAtoddb@tada.ca

905-752-1347

A message from the Executive Director

CONTACT USTRILLIUM AUTOMOBILE DEALERS ASSOCIATION

Phone: (905) 940-6232 • Toll Free: 1-800-668-6510Fax: (905) 940-6235 • Web: www.tada.ca

Belen CroutchDirector of Finance belenc@tada.ca(905) 940-2595

Jim Kavathas Accounting Manager jimk@tada.ca(905) 940-1554

Liz Cabigon Canadian Digital Dealer Conference, Facebook, Twitter, Websitelizc@tada.ca(905) 752-1895

Frank Notte Dir. of Government Relationsfrankn@tada.ca(905) 940-2225

Dave FraserEducation Coordinator davef@tada.ca(416) 319-0469

Doreen Rodrigues Manager of Member Services, Events doreenr@tada.ca(905) 940-2857

Brenda TejaniExecutive Assistant - Director of Government RelationsHotline, Website brendat@tada.ca(905) 940-8421

Sharmi SomaskandaAccounting Assoc., Sales forms inquires sharmis@tada.ca(905) 752-1346

Joe TamSenior Accountant joet@tada.ca(905) 752-1345

EXECUTIVE PRESIDENT Doug SullivanBickley Ford Sales (2005) PAST PRESIDENT Robert VerweyOwasco Volkswagen Inc.

VICE PRESIDENT Sean KellyCooksville Dodge Chrysler Inc. SECRETARY Bob RedingerReady Honda

TREASURER Larry LantzHanover Honda

Brian BoneThe Humberview Group

Joel CohenErin Park Lexus/Toyota

Randy Collins Collins Family Cars Inc.

Mark Durant Kingston Volkswagen/Audio of Kingston

Michael Eatson Peterborough Volkswagen Ltd.

Kristine Fair Mike Fair Chevrolet Buick GMC Cadillac

Clifford Lafreniere Pinewood Park Motors (Inc.)

Benjamin LeungToronto Hyundai

Sandy Liguori Woodchester Automotive Group

Michael MarosticaWayne Toyota

Jennifer ReaumeReaume Chevrolet, Buick, GMC

Reg NimeckRaceway Chrysler

John StewartJ.J. Stewart Motors Limited

BOARD MEMBERS

For advertising opportunities, contact Brenda Tejani:brendat@tada.ca or 905-940-8421

5

GOVERNMENT RELATIONS

The proposed Ontario Registered Pension Plan (ORPP) will be a new and significant cost for Ontario’s new car dealers and all employers in Ontario.

The provincial Liberals are moving forward with a retirement regime that is aimed at covering those employees without a workplace pension.

The proposed legislation will make the ORPP mandatory for all Ontarians — except those with a “comparable” pension plan and those working in federally regulating industries (like banks and airlines).

The government has stated that “comparable plans” will be exempted from the ORPP legislation and is currently consulting with the public on how to define “comparable” plans.

The ORPP is planned to be introduced in 2017, starting with larger employers. The government has not yet defined what constitutes “larger employers.”

The ORPP is designed to work like the Canada Pension Plan (CPP). It will be a mandatory plan where the employee and

the employer both contribute 1.9 percent of the employees wages up to a maximum of $90,000. These contributions would be over and above CPP contributions.

The self-employed would be exempt from participation in the ORPP.

Trillium estimates the ORPP will cost new car dealers $47 million each and every year. At the dealer level, let’s assume a dealership employs 50 people, each with an annual average salary of $50,000 — that particular dealership’s cost of doing business will increase by $47,500 each and every year. This represents the equivalent investment required to create another job.

Over the course of a 20 year period, the ORPP will cost this dealer nearly $1 million in today’s dollars.

Trillium has advocated with other groups to stop this new payroll tax. On March 23, Trillium’s Director of Government Relations, Frank Notte, appeared before an all party committee at Queen’s Park who was holding hearings into the ORPP legislation (Bill 56).

Notte’s presentation to the MPPs highlighted that Ontario is continually increasing the cost of doing

business. The new ORPP payroll tax is just the latest in an ever increasing list of rising costs such as:

• An increasing red tape burden• A substantial Employer Health Tax• The highest WSIB rates in Canada• Ever increasing hydro rates• Increased fees courtesy of the College of Trades• Purchasing new Drive Clean equipment• Budget 2014’s elimination of the Small Business Deduction —

which was sold as a key part of the province’s HST package; and• A pending carbon taxNotte asked the Committee to amend the Bill by proposing the

following:n Implement corresponding tax relief to help offset the cost for

dealers to pay for this new payroll tax; andn Define Defined Contribution, Group RRSPs and similar

plans that some car dealers offer as “comparable” and thereby exempting these dealers and employees from the new ORPP.

Notte has met with Mitzie Hunter, the Minister Responsible for the ORPP and other MPPs from all three parties to continue getting the message out about the concerns of Ontario’s new car dealers regarding the ORPP.

Should you like to receive a template letter that you can customize and voice your concerns about the ORPP to your local MPP, please contact Frank Notte at frankn@tada.ca. n

Trillium fights latest Pension Payroll Tax

More tax battlesBy Frank Notte, Director of Government Relations, TADA

“ Over the course of a 20 year period, the ORPP will cost this dealer nearly $1 million in today’s dollars. ”

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Mississauga, ON Scarborough, ON Delta, BC Calgary, ABEdmonton, AB

HIGHER EDUCATIONBy Ross Fattori

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Mississauga, ON Scarborough, ON Delta, BC Calgary, ABEdmonton, AB

DAVE FRASER has a daunting task ahead of him: Attract more young people into the retail automobile industry. It’s a challenge that new car dealerships have faced for years and one that

requires significant financial investments and a long-term strategy. Since arriving at the Trillium Automobile Dealers Association

(TADA) less than a year ago, Dave Fraser has been busy developing a multi-pronged strategy that includes the use of traditional and online marketing, facilitating networking opportunities with high schools and post-secondary schools, creating printed materials and developing a new website.

“We’re beginning to see some impact for our efforts in this area,” says Fraser, Education Coordinator at the TADA who has 20 years’ experience working in education, career services, employment services and marketing. “One of the initiatives that we’ve introduced is fostering collaborations with school boards across the province. Our pilot project is with the Waterloo District School Board, which will focus on co-op work experiences with dealerships. It’s this type of grassroots engagement that will help to communicate our message to students, educators, guidance councillors, and dealers.”

Fraser is currently in talks with two other school boards in Ontario about formalized collaborations. “With these collaborations, the TADA serves as a catalyst in bringing all interested stakeholders together,” Fraser says. “The TADA also supplies supporting materials, such as audio visual aids and marketing brochures. It’s a great opportunity to have all of the interested parties at one place to discuss education and careers.”

Another initiative that Fraser is pleased with is the TADA booth at the recent Canadian International AutoShow. The booth included interactive displays and brochures, and it showcased the winning vehicle from last year’s Waterloo High School Electric Vehicle (EV) Challenge (the TADA is one of the official sponsors and of the Challenge and provided the winning 24 Volt team with a VIP trip to the 2015 Canadian International AutoShow).

“We arranged for hundreds of high school students to visit the TADA booth over three days, and we got a chance to talk auto careers with many of them,” says Fraser. “The participating schools were pleased with the level of engagement from the public, and we received positive feedback from parents, too. We’ll be reviewing all of the feedback in an effort to increase our engagement even more at next year’s AutoShow.”

Just prior to the 2015 AutoShow, Fraser helped to launch a new TADA website — www.carsandjobs.com. The site, which went live

on February 12th, offers information about automotive education, career opportunities, automotive news and reviews, and dealer inventory for sale. “The aim of this website is to reach all audiences — including those who wouldn’t normally visit an automotive

website,” says Fraser. “It’s part of our strategy to connect with students and parents who might not have considered automotive as a career choice. In the months ahead, we’ll be uploading new content including co-op work opportunities, and our post-secondary school partners will have a presence on the site as well.”

Fraser is also examining ways to expand his initiatives online. In the coming months, Fraser is planning to bolster the TADA’s presence on social media sites like Facebook, Twitter, Instagram and YouTube. “Social media will be a priority going forward,” he says. “Most young people get their news and information from social media these days and we need to increase our level of engagement on those platforms.”

As Fraser continues to promote automotive education and careers on several fronts, he is confident that the TADA’s efforts will bear fruit. “We’re already seeing more interest among the public in automotive careers,” he says. “It’s a slow process in terms of heightening awareness about the automotive sector, but we’re moving in the right direction.”

If dealers, managers or educators have ideas they would like to share with Dave, he can be reached at davef@tada.ca or at 905-940-3017. n

Education and career initiatives moving forward on several fronts

Raising awareness

A new TADA website, www.carsandjobs.com, offers information about automotive education, career opportunities and automotive news and reviews.

DEALER PROFILES

8 www.tada.ca

UNLIKE MOST dealer principals, Francine Floreani didn’t grow up in the car business. In fact, she only

attended her first major auto show a few years ago. But that lack of retail auto experience didn’t deter her from seizing an opportunity to become a dealer principal in 2012.

“My husband and I purchased the local Honda franchise in 2010 with a partner,” says Floreani, Dealer Principal and General Manager at Great Lakes Honda in Sault Ste. Marie. “After we bought out our partner two years later, we needed to find a dealer principal, and we thought, ‘why not me?’”

Floreani had worked as an office manager at her husband’s orthodontist practice for 20 years, where she acquired an impressive array of skills and business practices. “Managing a small business provided excellent training and experience for operating a new car franchise,” says Floreani. “Both are people-driven businesses that require organizational and communication skills. One of the great joys of my job is that I get to be around so many wonderful and talented people all day.”

Although being in a role typically dominated by men has been challenging at times, overall Floreani has excelled as a dealer principal. She has the full support of Honda Canada, and the unwavering support of her colleagues, suppliers and customers. Given that women make 80 per cent of the decisions about household expenditures and automotive purchasers, Floreani believes that the retail auto industry is a natural fit for women.

“More women than ever are entering the retail car industry and enjoying careers as

service advisors, repair technicians, parts clerks, marketing experts, salespeople, managers, controllers and dealer principals,” says Floreani, who also serves as President of the Automobile Dealers Association of Sault Ste. Marie and treasurer for three local groups. “This industry is very welcoming to men and women who are willing to work hard and are eager to learn.”

Since Floreani became Dealer Principal at Great Lakes Honda, the dealership has continued to grow. Under Floreani’s leadership, new car sales have increased steadily over the past two years, and in 2014 Great Lakes Honda completed a major renovation following a move to a larger facility (a former GM store). “We had an excellent general contractor who understood our unique requirements, and Honda Canada was great to work with,” says Floreani. “We celebrated our grand re-opening last June and we’re delighted to represent the Honda brand from our new, state-of-the-art facility.”

Great Lakes Honda is a full service Honda franchise, which includes a Power Sports Division that sells ATVs, motorcycles, marine outboards, generators, snowblowers and other power equipment. In 2014, the dealership also developed a test track on its property, complete with bumps and logs, for customers to try out their ATVs and dirtbikes.

As part of its commitment to being a community-minded dealership, Great Lakes Honda supports local schools, non-profit groups, and programs such as Operation Kidsafe, a free service that encourages parents to have their childrens’ photos and fingerprints taken in case their child ever goes missing.

The dealership provides free access to its community boardroom for local groups, such as The Gold Wing Road Riders Association, Big Brothers Big Sisters of Canada, the Victorian Order of Nurses and aboriginal groups. “This is a very close-knit community and a fantastic place to live and work — plus it’s the proud home of Team Jacobs,

the 2014 Olympic Gold Medal Champions in Mens Curling!” says Floreani. “We feel it’s important to give back and to positively impact the lives of others, however we can.”

Although she is pleased with the direction Great Lakes Honda is headed, Floreani acknowledges that challenges lie ahead. “One of the challenges is finding and retaining the right people,” she says. “Baby boomers are retiring and it’s not easy filling their positions. I think it’s great that the Trillium Automobile Dealers Association (TADA) is aggressively promoting careers and education in our industry. I also applaud the TADA’s Town Hall meetings that take place in smaller communities, where dealers have a chance to discuss their concerns.”

Another challenge that Floreani sees is the move to digital marketing. “We’re pretty active in digital marketing and constantly try to improve the online user experience,” she says. “But online marketing changes are occurring at lightning fast speed, and it’s a full-time job trying to keep up with the latest trends and technologies in this area.”

What lies ahead for Francine Floreani and Great Lakes Honda? “Our goal is to continually work hard and remain open to new ideas,” says Floreani. “There’s a lot of competition in the marketplace and customers are better informed than ever about vehicles and power sport products. So, we need to keep improving, so that we can continue to deliver the absolute best customer experience possible.” n

Dealer Principal / General Manager at Great Lakes Honda

Francine Floreani

“One of the challenges is finding and retaining the right people. Baby boomers are retiring and it’s not easy filling their positions. I think it’s great that the TADA is aggressively promoting careers and education in our industry.”

By Ross Fattori

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CHRIS PFAFF was eight years old when he sold his first car — a Volkswagen Beetle to his grade three

teacher. A year later, he sold a Beetle to the school secretary.

In both instances, Chris’s father, who owned a VW franchise in Newmarket, stepped in and closed the deals. But those early childhood experiences in selling only whetted Chris’s appetite to be around cars and to become involved in the car business.

Throughout his teens, Chris often spent evenings and weekends at his father’s dealership, washing cars and doing assorted jobs. After completing university, at his father’s urging, Chris took a job outside of the family dealership to gain more experience and he worked at Mercedes-Benz Canada for four years.

“I grew up on the sales side of the business, but I learned about service, parts, human resources and finance,” says Pfaff, President and CEO of Pfaff Automotive Partners. “All departments must work together for a dealership to succeed, and I’m proud of the management teams that oversee the operations at our dealerships and divisions.”

In 1999, Pfaff acquired Hallmark Toyota in Orangeville, a move that precipitated the formation of the Pfaff Automotive Partners, which today includes 13 rooftop dealerships in the GTA, London and Vancouver, as well as three niche Pfaff-branded divisions: Pfaff Leasing, Pfaff Tuning and Pfaff Autoworks.

“The trend to consolidate dealerships in urban centres in Canada began in the 1990s and it hasn’t slowed down,” says Pfaff. “We’re extremely proud of the partnerships we’ve formed with the manufacturers we represent and are passionate about the unique brands and services that bear the Pfaff name.”

In 2014, Pfaff Volkswagen celebrated its 50th anniversary - a year earlier, the dealership moved to a new 73,000 sq. ft.

facility, complete with a full basement that can store more than 100 vehicles, and a climate-controlled drive through area. The new dealership is home to Pfaff Volkswagen and H. J. Pfaff Audi.

Pfaff takes pride in how the company has grown and excelled over the years. Pfaff Automotive Partners has more than

450 employees and has been recognized three times as one of Canada’s Best Managed Companies. This distinction recognizes overall business performance, sustained growth, financial performance and the efforts of the entire organization.

Staying competitive in the retail automobile industry today requires more than great leadership - it also requires a proficiency with

online marketing. In the past five years, Pfaff Automotive Partners has made significant investments in digital marketing, embracing search engine optimization, videos, social media and blogging.

“In the 1980s and ‘90s, we’d place an ad in the newspaper, which would generate walk-in traffic that we could measure,” says Pfaff. “Today, consumers visit multiple online channels before making a buying decision and there’s no clear path anymore. It’s a challenge staying current with new technologies and to know what’s working.”

Pfaff ’s father built his VW dealership on a passion for motorsports and Pfaff has continued that tradition with the company’s sponsorship, assistance and support of race teams and drivers, both amateur and professional. Pfaff Automotive Partners has developed a strong heritage in Canadian motorsport and has participated in various series, including the Porsche Turbo Cup Series, the Porsche 911 GT3 Cup Car in the Speed World Challenge Series and the Canadian Touring Car Series.

“There is a revival of motorsports in Canada these days,” says Pfaff. “Track events

are selling out. The Canadian Tire Motorsport Park (formerly Mosport International Raceway) is seeing a resurgence in racing activities and attendance, and a new race track in B.C. should be open by this fall. It’s an exciting time for motorsports and for those who enjoy this sport.”

In the 2013 film, Rush, which told of the rivalry between former race car drivers James Hunt and Niki Lauda, Pfaff himself appears as a spectator in one of the film’s sequences. “It was very brief and unexpected, but it was cool to see myself on the big screen,” he says.

In addition to his passion for motorsports, Pfaff is a passionate supporter of the communities, in which his businesses serve. The Ontario SPCA, St. Joseph’s Health Centre Foundation, Princess Margaret Hospital, Boost and Southlake Foundation are among the organizations that Pfaff Automotive Partnerships proudly support. Pfaff currently sits on the board of Big Brothers Big Sisters Canada, and in January 2015, he joined the Board of Directors at the Southlake Foundation.

Although Pfaff has worked in automotive industry full-time for more than 30 years, he has lost none of the passion for the business. “It’s an exciting industry that is constantly adapting and changing,” he says. “It’s been gratifying to see so many talented men and women achieve success within our company and to see several generations of the same family purchase or lease vehicles from us. That’s a testament to the vision and the commitment of all of the team members who are part of the Pfaff Automotive Family.” n

Christopher PfaffPresident and CEO, Pfaff Automotive Partners

“I grew up on the sales side of the business, but I learned about service, parts, human resources and finance. All departments must work together for a dealership to succeed, and I’m proud of the management teams that oversee the operations at our dealerships and divisions.”

10 www.tada.ca

SOCIAL MEDIA

An effective process for using Facebook to generate fixed ops leads and sales

Three steps to success

THE WHOLE REASON we market and advertise is to generate leads and sales in order to increase profits. Online marketing is getting more difficult by the minute. Facebook has become

a valuable tool for Fixed Ops but many dealer service managers don’t know exactly where to start.

It’s true that Facebook has become even more of a challenge in the last year. Publishing content (only) just doesn’t get the traction it once did. If you’re among the many who are new or you’ve tried Facebook marketing and it just didn’t work for you, you’ve come to the right place.

As an automotive social media marketing consultant, I talk to lots of Fixed Ops managers, some who don’t really know for sure why they have to use social media, only that they do. They’ve heard it’s where they need to be but are apprehensive to allocate a budget to make it work correctly. Some dealers appoint a “Social Media Manager” and have no clear action plan to refer to if what he/she is doing is correct or not.

Sometimes, a snap judgment is made to install a rookie in the starting line up. These “Social Media Managers” limp along, trying to do what they can with the free tools, which in many cases are just their own ideas and sweat equity. All so that a few months later, the boss says, “What the hell does this guy/gal do?” and they pull the plug.

If you’ve come across this scenario either as the boss or as the appointed social media guru, listen up. As the boss, you already know that nothing is free in this world. That’s definitely so with Facebook and other social media marketing, especially in the last 12 months. If you’re willing to adapt and make the decision to do it right, Facebook will give you the results you’re looking for.

Real results on Facebook equates to ROI (Return on Investment). Leads and sales are the goal and every Fixed Ops department needs an action plan on how to achieve those goals.

How will you get there? This is a method I use daily and many clients are seeing more traffic from Facebook than from 3rd party lead providers. One client enjoys a 3:1 ratio of traffic from Facebook compared to another well-known “traditional” source.

Here’s my three-step process using Facebook to generate leads and sales:

PUBLISH AWESOME CONTENTBy now you’ve probably heard that you need useful, relevant content to attract buyers. While many of you

agree that you need it, very few Fixed Ops departments are actually producing and publishing it. In order to get to this level of awesome,

you must first discover a few things about your department and your customers:

• You must know what makes your service department different than those of your competitors. Why do people choose you? If you don’t know, ask your best customers;

• You must describe your target customers in detail. What questions, concerns and challenges do they have when deciding where to repair their vehicle?

• You must design a solid Content Action Plan around your target customers.

GROW YOUR LIKES AND INCREASE ENGAGEMENTThe goal is to grow your community on Facebook to mirror that of the real life community around your department.

In the salad days of Facebook, people would like your page and then they’d see all the content you posted. That’s simply not the case anymore. The good news is that Facebook ads deliver great results (when done correctly) for not a lot of budget. Use Facebook ads these two ways:

• “Promote Your Page” Ads (Grow Page Likes). Target those ideal customers you described in detail earlier with delightful reasons to like your page;

• “Boost Your Posts” Ads. Increase engagement by promoting certain posts that are getting better organic results. If your audience likes something (and you can judge this by looking at your Insights) then there’s a good chance more will like it if you pay a small amount to have more users see it.

Using Facebook to create great content, engage with users and generate leads through ads, can be very effective for increasing Fixed Ops business

“The goal is to grow your community on Facebook to mirror that of the real life community around your department.”

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Keep in mind that a large amount of Likes does not mean that your page is successful! You must have high engagement to match it. If not, it won’t matter how many people like your page because NO ONE will see your posts.

In the next step, we’ll cover the strategy to generate leads. If your strategy is only about growing likes and doesn’t include driving users to your website, you’re doing it wrong.

You can’t stop at growing Likes. It’s your choice: you can promote high value-added content that drives actions on your own website OR you can continue to only grow Likes on your Facebook page (where people are likely to never see or hear from you again). One boosts profits and the other boosts ego.

GET LEADSNow that you’re building a nice size audience of prospects, it’s time to go for the gold. Use your Facebook page as the

welcome mat for customers on the path to reliable, trustworthy auto repair and parts. This is the path to close the sale.

You’ll leverage two types of Facebook Ads depending on your goals and campaigns:

• “Send people to your website” (example: your Appointment Scheduler);

• “Increase conversions on your website” (using a Landing Page).Here’s how a typical campaign would roll out:• Create a marketing campaign to attract eyeballs with coupons,

specials, etc.;• Share that content on Facebook and promote it using Facebook

ads;• Drive those who click to a landing page on your website (if

applicable);• Collect their contact information and follow up by setting an

appointment;Track the traffic from Facebook to your landing page using the

tracking pixel (provided by Facebook in your ads manager);Tie your results back to your goals for real Social Media ROI.It’s time to reboot the way you think about Facebook and other

social media. Every marketing effort’s goal is to ultimately generate leads and every Fixed Ops’ goal is to make more profit. Improve your process with this action plan. It will make you wonder why you didn’t use Facebook sooner!

1.866.835.8612 | www.carproof.com

For more information, please email vvr@carproof.com.

IT’S TIME TO START LOOKINGAT THE RIGHT NUMBERS

VEHICLE VALUATION REPORTC O M I N G S P R I N G 2 0 15

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By Kathi Kruse, Kruse Control Inc.

CADA UPDATEBy Huw Williams, CADA Public Affairs

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FOR MORE THAN THREE YEARS, the Canadian Automobile Dealers Association (CADA) in partnership with the Trillium Automobile Dealers Association (TADA) has led a coordinated

campaign to help dealers being audited and assessed by CRA for unpaid HST/GST on finance income. Since that time this has been the number one advocacy priority set by the Boards of Directors of both associations.

In early February 2015 CADA sent a memo to all dealers to inform them that our collective efforts have been successful.  The CRA’s Appeals Division confirmed that both conditional sales contracts and financing contracts will remain HST/GST exempt. The Appeals Division also confirmed that they will be vacating all assessments on both conditional sales and financing contracts.

TADA had funded numerous dealer appeals in this area while CADA funded and pursued a positive ruling from CRA’s Rulings division. Subsequent to an earlier positive outcome at Rulings, CADA received confirmation that some dealers have begun to receive significant refunds from audits conducted in this area. CADA began this government relations effort in early 2012 after becoming aware of numerous audits throughout the country in which CRA contended that HST/GST applied to fees received by dealerships from financial institutions.

Since 2012 CADA has worked with a team of external legal and accounting experts which led to numerous meetings and consultation with CRA officials and other government leaders over that time frame. CADA has always maintained the position that as a financial service, a typical dealer finance transaction was HST/GST exempt. This position has now been affirmed by CRA’s Appeals Division.  

This is a significant victory for all dealers, even those not

under audit, as a loss on this issue would have led to nationwide assessments and penalties for every dealer in the country. Through CADA/TADA efforts, we will continue to keep you apprised of all further significant developments on this file and other CRA matters currently under review, as while this positive outcome solidifies our long-standing position regarding HST/GST on dealer finance income, CRA has advised that it is reviewing its view that income derived from the sale of insurance products remains taxable under the Excise Tax Act.  

Given that this matter initially gained momentum in the province of Ontario, CADA would like to thank the TADA for its significant contribution on this file and the outstanding work of our joint legal counsel Colin Smith of Thorsteinssons LLP first introduced to the file by TADA. CADA would also like to thank the Canadian Finance and Leasing Association (CFLA) for its substantial assistance both in 2010, when this issue first surfaced and more recently. CFLA President & CEO David Powell provided significant research and technical expertise in support of our case. Finally, CADA would also like to thank Doug McLarty, Partner at the accounting firm MNP, and his team for their assistance. CADA also thanks long time CADA outside legal counsel Peter Harris. n

Success on GST/HST fight with Canada Revenue Agency

Victorious after long battle

“ We have now won this challenge at the objections stage and as a result the CRA will be cancelling all assessments relating to financing fees and condi-tional sales contracts on our members. ”

TADA’SCOMMITMENT TO EDUCATION

NEED THE BESTNotice something di�erent this year? Trillium Automobile Dealers Association (TADA) has embarked on an ambitious campaign to recruit bright, motivated and passionate individuals for your dealerships!

From print, radio and online advertisements, to engaging the community and school events, TADA continues to provide educational guidance and support for those with a love for all things automotive.

OUR DEALERS

AND BRIGHTEST!

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TADA CareerShowcase 17x11Ad -03-2015 copy PRESS.pdf 1 3/30/2015 11:18:08 PM

TADA’SCOMMITMENT TO EDUCATION

NEED THE BESTNotice something di�erent this year? Trillium Automobile Dealers Association (TADA) has embarked on an ambitious campaign to recruit bright, motivated and passionate individuals for your dealerships!

From print, radio and online advertisements, to engaging the community and school events, TADA continues to provide educational guidance and support for those with a love for all things automotive.

OUR DEALERS

AND BRIGHTEST!

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TADA CareerShowcase 17x11Ad -03-2015 copy PRESS.pdf 1 3/30/2015 11:18:08 PM

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FEATURE STORY

THE SECOND Ontario Dealer Day Conference and Exposition took place at the Paramount Conference

& Event Venue in Vaughan on April 14th. The show was co-presented by the Trillium Automobile Dealers Association (TADA) and Co-Auto Co-Operative Inc., and was held in conjunction with the TADA and Co-Auto Annual General Meetings.

The exhibitor space was completely sold out with 75 vendors spread over 65,000 sq. ft., displaying products and services geared to the retail automobile industry. Hunter Engineering, Reynolds & Reynolds, BASF, Trader, Keystone, Scotiabank, Quorum, Sym-

Tech, Toronto Star, Adesa Canada and IA-SAL Group were among the participating vendors at the day-long trade show, which included a luncheon, a cocktail reception, a keynote address and a Marche dinner.

In just two years, Ontario Dealer Day has evolved into a must-attend trade show for Ontario-based dealership personnel and suppliers. “This year, we had the benefit of vendors promoting the show themselves, offering unique specials, promotions and incentives,” says Chairman John Heffner, Dealer Principal of Heffner Lexus Toyota Scion. “Now dealers recognize even more value in being at the show and they’re saving money — and that’s

now the flavour of the show.”For dealership managers and staff, Ontario

Dealer Day 2015 provided an opportunity to network with industry colleagues and vendors, learn about new products and services and save money on everything from technology platforms, management systems and financial programs to collision repair tools, service equipment and aftermarket products.

Ontario Dealer Day was not just about making new contacts and learning about new products. There was also a lot of business done at the show. Co-Auto Equipment representative, Dan Beauvais, wrote over $250,000 in sales in just a few hours, as dealers took advantage of some of the excellent show specials offered only for the day.

“We’re very encouraged by the number of vendors and the extraordinary range of products that were showcased this year,”

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Bigger and better!

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says Todd Bourgon, Executive Director of the TADA. “We had double the number of dealership registrants from last year, and attendees came from dealerships right across the province. The feedback I’ve heard from vendors and dealers has been extremely positive, and we’re looking forward to next year’s show.”

Feedback for the event among participating vendors has also been positive. “This was NEWT’s first TADA/Co-Auto show and what an opportunity,” says Cristine Brisson, Marketing Manager at NEWT, the business services division of Fibernetics Corp., a federally-regulated Competitive Local Exchange Carrier and Internet Service Provider. “We made partnerships with respective industry vendors and built the foundation for new relationships with Ontario dealerships. From a B2B perspective, we learned what is important to the industry for 2015.”

Co-Auto’s newest approved supplier, Dealer Pilot, was equally effusive in its praise for Ontario Dealer Day. “Just wanted to thank the organizers for getting us into the show and connecting us with many of your contacts

and team members,” says Michael Stassen, Regional Manager at DealerPILOT. “The team did an exceptional job on the event and we were very pleased not only with the traffic, but also with the strong positive response to the DealerPILOT offering.”

John M. Convery, President of Aabble Marketing, was also impressed with the event. “It was Aabble Marketing ‘s second year displaying at the TADA/Co-Auto Ontario

Dealer Day trade show and again it was a great success,” he says. “Looking forward to next year.”

Ontario Dealer Day included a keynote address by Charles Seguin, President of Seguin Advisory Services who has over 25 years experience in dealing with the automotive retail industry from an audit and tax perspective as well as advisory services.

Seguin discussed some of the macro trends

By Ross Fattori

“ In just two years, Ontario Dealer Day has evolved into a must-attend trade show for Ontario-based dealership personnel and suppliers. ”

18 www.tada.ca

FEATURE STORY

affecting the retail automotive industry today, such as heightened dealer consolidation, the emergency of private equity to finance dealer acquisition and capital investment, the growing emphasis on customer treatment in the retail wars, and the increase in the number of outsiders chipping away at the dealers’ domain.

Sequin says that “By and large, consumers are on our side. They like shopping for cars, and they still have a relationship with the dealership. I can’t see anything in the crosshairs that will take dealers out of the equation.”

But Seguin warned that new players are entering the automotive market, which could result in shifting consumer behaviour. He identified companies like Uber, Zipcar, Google (self-driving cars) and Apple — companies whose business models and technologies could prove disruptive to the retail auto environment.

Seguin also stressed that in order to remain competitive — especially among Millennials — dealers need to focus more on people.

He said that the Internet has transferred the power to consumers, and that technology is the backbone of Millennials and the foundation of generational behaviour.

Achieving customer and employee engagement, rather than customer satisfaction alone, should be the goal of all new car dealers. In the age of digital marketing and social media, consumers have the power to influence purchase decisions like never before.

With the show at capacity and with a much larger dealership presence than the previous year, Ontario Dealer Day 2015 was a significant win-win for dealers and exhibitors. “We regard Dealer Day as a strong alliance between the Dealer Association and business, demonstrating our shared commitment to increase value to our common members,” says Co-Auto’s President and CEO, Tom Langton. “We’re proud of our partnership with the TADA in bringing so many great vendors and members together under one roof in what has become the largest new car dealer trade show in Canada. We’re looking forward to an even bigger and better show next year.” n

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CUSTOMER RELATIONSBy Matt Richardson

THE PROVINCE OF ONTARIO is one of the most culturally diverse places on earth. People from all different backgrounds with all

kinds of different hopes, desires and goals are born or choose to settle here.

And at one time or another, nearly all of them will need transportation. For Ontario’s car dealers, being able to cater to the needs of different people from different backgrounds is a major part in creating genuine, long-lasting customer relationships in both sales and service.

As is the case with many things in life and business however theory is one thing, practice is another. Nonetheless, savvy dealers are constantly looking for ways to build long-lasting relationships and it starts by finding that common ground.

Whether it’s through language, customs, or even interests, a genuine bond is far more likely to lower barriers and increase the chance of doing business.

Susan Gubasta, President of Mississauga Toyota, says that living and working in such a diverse community requires a real understanding of the needs and requirements of those customers who come through the door and that means having staff on hand who are able to relate to those customers.

“When we look at our employees, we look at having people from different backgrounds who are able to genuinely relate to our customers.”

It’s an important consideration to put yourself in somebody else’s shoes, because if the customer is new to the country and or their culture doesn’t permit taking out financing or lease agreements, there needs to be that option of working with straight cash buyers.

Susan says it’s important for managers to ask dealership employees from different backgrounds their own knowledge and expectations so they can develop a greater understanding of the needs of customers who share similar backgrounds and experiences.

Yet from a staffing perspective, it’s also important to ensure you hire people who fit the position and not just because of their background or

subject knowledge.And this applies whether in the actual showroom or

the virtual one. Canada has some of the highest online and mobile media consumption rates in the world and consumers have already done their homework before they step foot in your store.

ALREADY A CUSTOMERIf a customer is new to the country and new to the language, having somebody sending a lead reply in their native language can go a long way to building trust, to the point that once they’ve

selected the vehicle, options and pricing they want and have chosen your dealership, they’re essentially already your customer as they walk through the door.

And that not only extends to sales, but also service. Susan Gubasta, like many dealers, places a strong emphasis on educating customers and post sale clinics, where buyers are invited back to the store and dealership staff members help them understand the features on their vehicle and how they work, are popular and useful tools in driving retention on the service side.

“When a customer takes delivery,” they’re often so happy, that the idea of learning how everything works takes a bit of a back seat,” says Susan. So the post delivery orientation helps them understand the features and also provides a way for the dealership to further build a relationship of trust, almost a prelude to the actual service experience.

“We pre-book preliminary service appointments when the customer takes delivery,” says Susan. “We show them the service department and they get to meet the advisors and the people who will be taking care of them.”

She says at the end of the day, the dealership’s role is customer service, something reflected in Mississauga Toyota’s motto. We’re a second generation, family run dealership, says Susan. So for us, no matter your background or interest, our business is about family taking care of family.” n

Making genuine connections and build long lasting relationships with your customers

Common ground

We’ve all heard about online dating and how bringing people together through common interests can help create genuine, long lasting relationships, but is it a stretch to think dealerships can do the same with their customers?

Alex Digenis and his team at Henley Honda, in St. Catharines, Ontario, don’t think so. They’ve developed an extensive social media campaign and online marketing strategy which includes a

website portal called E-Carmony.ca.“The idea,” says Alex, is to match our staff,

whether in the sales or service department with our customers through developing online profiles that highlight their personalities, goals and interests.

The dealership has a strong presence on social media and has customers who live far beyond it’s traditional catchment area, who will drive to Henley Honda because it seems a great place to buy a car or get one serviced. The dealership also has some of highest numbers when it comes

to online customer reviews—more than 140 on DealerRater alone and twice the number of some of the biggest stores in the country.

Alex says it’s important to understand that selling and servicing cars is really about people. “Ninety-percent of what I do, what we do on social medial for our business has nothing to do with cars. But if you come to our website and see that one of our sales staff likes a certain breed of dog and you like or have the same breed, or you both like horseback riding or skiing, what are the chances you’re going to want to find out more?”

CAR DATING?

Susan Gubasta

BUSINESS DEVELOPMENT CENTRES, search engine optimization (SEO) and blogging were the dominant themes at the Canadian Digital Dealer Conferences 7 (CDDC7) in

Ottawa (Feb. 18th) and Toronto (Feb. 19th).The two conferences, produced by the Trillium Automobile Dealers

Association, were well attended and featured top eCommerce and marketing experts from across North America. Host and moderator, Brent Wees, Partner and Client Services Director at Glovebox, opened the conferences by thanking the attendees and participating vendors.

The first speaker was Kevin Frye, eCommerce Director at Jeff Wyler Automotive Family and recently named by Automotive News as one of five influencers changing the automotive industry today. Frye questioned whether dealers are gaining enough value from third-party lead providers, based on the cost of obtaining leads from those sources.

He mentioned that some U.S.-based automotive groups, including Auto Nation, are stepping away from third party lead providers due to low ROI. Frye said that dealers should install Google analytics code on their website (if they haven’t already done so) and make marketing decisions based on the information gleaned from their analytics.

Frye offered a step-by-step analysis that showed how dealers can figure out if their third party leads are generating enough ROI, compared to dealership website leads, and OEM leads. This process will help dealers to prioritize their spending based on the ROI of their digital marketing investments.

Next up was Greg Gifford, Director of Search and Social at AutoRevo, a software company that specializes in online marketing. Gifford, who is considered one of the world’s top SEO experts, emphasized the need for dealers to appear on page one of Google rankings. “If you’re not on page one, then you don’t exist,” he says.

Gifford said the since Google alters its algorithms so frequently (daily), dealers should hire a dedicated SEO expert — not an internet manager — to manage this aspect of their marketing. He cautioned dealers to be wary of shady SEO marketers who call themselves experts but who lack the necessary experience and credentials.

Gifford said that maintaining a Google-friendly website will help dealers gain a competitive advantage in terms of local search. Optimizing a website for local search should include items such as embedding a Google map, including the city and province in the site title, heading and content; including name, address and phone number on every page; plenty of photos; and a local phone number, as opposed to a call tracking number. “Create content for people, not for search engines,” says Gifford.

The next two speakers — Bobbie Herron,

Digital enhancement

20 www.tada.ca

An overview of Canadian Digital Dealer Conference 7

Jason StumGreg Gifford

Conference speakers

By Ross Fattori

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FEATURE STORY

Digital enhancement

”Digital Sales and Marketing Manager for Garber Automotive, and Bryan Armstrong, eCommerce Director at VW Southtowne in Utah — gave a combined presentation in which they each discussed the benefits of a dedicated Business Development Centre (BDC) within a dealership.

Herron and Armstrong identified five core elements of a BDC that can ensure long-term growth and profitability: define objectives; assess dealership culture; address strengths and weaknesses; obtain buy-in from management; and accountability. Herron stressed that a BDC should be regarded as a profit centre, not a cost centre.

The final speaker was Jason Stum, Digital Marketing Manager for the LaFontaine Automotive Group and founder of Marketpunch.com, a website aimed at helping professionals with their automotive digital marketing efforts. Stum extolled the benefits of blogging as a means to enhance search rankings and to drive qualified leads to dealership’s website. “Blogging ain’t easy, but the right kind of original content can double a dealership’s web traffic,” he says.

Stum provided proven strategies for building a successful blog based on his own blogging experiences. “It all starts with developing a mission and defining the audience you want to write for,” he says. “The narrower your blog audience, the more likely you are to drive conversions.”

Stum outlined ideas that work well as blog content, such as employee profiles, how-to articles, car care tips, Q&As, vehicle reviews, and original videos. He suggested expanding content to include topics that are outside of automotive. A colleague of Stum’s at LaFontaine Automotive Group is a fantasy football enthusiast, and Stum convinced him to write a blog post on that topic. The article generated hundreds of views and now fantasy football articles are a regular feature on the company’s blog.

Sum also suggested that in addition to publishing original content on a dealership’s blog, it should be leveraged on multiple social media platforms (outposts, he called them) to reach wider audiences. “You don’t

blog for SEO, but to provide an extraordinary experience,” he says.At the CDDC7 conferences, attendees were encouraged to tweet

messages about the events and those messages were shown on large screens. At one point during the Toronto conference, Wees announced that the hashtag for the conference (#CDDC7) was the number one trending topic on Twitter in Canada.

The next CDDC conferences are scheduled for Ottawa and Toronto in September, 2015. n

“ The hashtag for the conference, #CDDC7, was the number one trending topic on Twitter in Canada that day.

“

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DEALER SERVICES

Delivering a good online experienceStakeholder considerations for every dealer website

WEBSITES ARE MORE than likely your dealership’s first encounter with potential customers. This places a great deal of weight on your website given that they can position

who and what you are in a consumers’ mind. So what makes a great dealership website? I would say you need five key ingredients to have a great website and each ingredient is required to feed a different stakeholder.

1CUSTOMER EXPERIENCE. Your potential consumer and your existing customer are your first stakeholders and the most important. For conquest consumers, your site needs to provide

enough information to help them make an informed decision about choosing your vehicles and your dealership. Strong VDPs that are well laid out and providing 11 or more photographs of your new and used vehicles plus walk around videos will help convert more potentials consumers into becoming customers. Inventory should be searchable and easily found. Lead management tools to assist the consumer in scheduling a test drive or requesting a quote are mandatory.

Your site should also have a strong focus on Fixed Ops. Your existing customers are driving a lot of your site traffic. Having service department phone numbers easily found with request a service appointment options online will help provide a good user experience.

2SEARCH EXPERIENCE. Google is your second most important stakeholder. This includes all other search engines, but SEO will drive more consumers to your site than anything else. On

April 21, Google will begin rolling out a worldwide mobile-friendly algorithm update that will have a “significant impact” on mobile search

results for mobile searchers. In essence, if your site does not pass Google’s mobile friendly test, there’s a real possibility that Google will send you fewer mobile search customers after April 21.

SEO is often misunderstood and there are many things that will help you improve your rankings, but the basic starting premise is where your site is relevant to your consumers search request. This means your site needs to have updated content including blogs, photos, videos and social media that are updated frequently and tagged appropriately.

3DEALER EXPERIENCE. You are an important stakeholder and your site must give you easy access for updates. A strong CMS that provides you the ability to easily upload blogs, change

your staffing pages, upload video in new and used VDPs as well as provide retargeting tags and other tags are crucial for your staff. By being able to update your own site, you can be relevant and keep your site SEO and consumer friendly.

4should allow you to deep link your digital advertising, including mobile advertising down to the individual VDPs. Given the growing mobile behavior, digital mobile buys

provide higher ROI and greater conversion levels than standard digital media. Measurability of your media is also key. Being able to tag your website yourself to monitor media effectiveness and consumer traffic to and through your site will give you the ability to better direct and monetize your advertising spends.

5VENDOR EXPERIENCE. Your site will be using a variety of feeds from many sources and vendors. This will keep increasing as technology shifts and your site must be able to

take these feeds and incorporate them within your site structure. A web provider must be able to adapt to these feeds so that you can stay ahead of your competition.

There are many stakeholders that will affect how your site will be viewed and used. Each is important and must be considered when you change your website. While there are lists of considerations for each stakeholder, the important starting point is understanding and outlining the specific needs of those stakeholders and how they will relate to your dealership. If you are missing specific needs, your web provider should be willing and able to find the appropriate solutions for those needs and work with you to put them in place. n

By Barry Hillier, Dashboard.ca

“Lead management tools to assist the consumer in scheduling a test drive or requesting a quote are mandatory.”

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24 www.tada.ca

TADA HIGHLIGHTS

On January 14, 2015, TADA presented a cheque to Holland Bloorview Kids Rehabilitation Hospital for the Concussion Clinic

TADA in the news

On February 3, 2015, TADA and Prostate Cancer Canada open the Toronto Stock Exchange

GIVING BACK

N.A.D.A.’s 68th Annual Meeting & Curling Bonspiel took place on February 25th in Timmins, ON. All proceeds were donated to Pediatrics at Timmins District Hospital

Curling for a cause!

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ADESA Auctions Steve Langdon steve.langdon@adesa.comCanada Corporation

ADP Dealer Services Ltd. David Wallace david_wallace@adp.com

Aspen Marketing Services Richard Lambert rlambert@aspenms.com

Atlas Tire Wholesale Inc. Jessica Thwaites jthwaites@atlastire.com

Auto 123 - Xprima Kyell Vyncke kvyncke@xprima.com

Auto Alert Nathan Warner nathan@autoalert.com

autoTRADER Roger Dunbar roger.dunbar@trader.ca

Bank of Montreal Edward (Ted) Jefferies Edward.Jefferies@bmo.comDealership Finance

Bank of Montreal Ray O’Kane raymond.okane@bmo.comAutomotive Finance

BASF Canada - Rick Valin rick.valin@basf.comThe Chemical Company

BDO Canada LLP Michael Banks mbanks@bdo.ca

Canadian Automobile Lucille Laframboise laframl@cada.caDealers Association

Canadian Black Book Kathy Ward kward@canadianblackbook.com

Canadian Imperial Michael Nerfa michael.nerfa@cibc.comBank of Commerce

CarProof Chris Afonso cafonso@carproof.com

Cars on Credit Christie Groom christie@carsoncredit.ca

CDK Global David Wallace david_wallace@adp.com

Co-auto Co-operative Tom Langton tlangton@co-auto.com

Copart Anthony Monas anthony.monas@copart.com

Dealermine Karen Parmenter karen.parmenter@dealermineservice.com

DealerSocket Christian Hamaoka chamaoka@dealersocket.com

Dealertrack Canada Allen Gerlings allen.gerlings@dealertrack.com

EZ Results Inc. Dan Drolet dan.drolet@ez-results.ca

Fibernetics Corp. Mike Brown mb@fibernetics.caNEWT beyond Telecom

Final Coat Inc. Ryan Peek ryan@capdealerservices.com

First Canadian Scott Greenlaw sgreenlaw@firstcanadian.caInsurance Corporation

Firstbrook Insurance John Firstbrook jtf@firstbrook-insurance.com

Force Marketing Jessica Sims jsims@forcemktg.com

Glovebox/Dashboard Brent Wees brent@dashboard.ca

GM Financial Craig Stickney craig.stickney@gmfinancial.com

Honda Canada Finance Inc. Peter Gough peter_gough@ch.honda.com

HUB International HKMB Derrick Osborn derrick.osborn@hubinternational.com

Kijiji Canada Scott Neil sneil@ebay.ca

Lax O’Sullivan Rocco DiPucchio rdipucchio@counsel-toronto.comScott Lisus LLP

LeadDriver Mark Albert malbert@metroland.com

Our Associate Members have direct ties with the automotive industry. Preferred rates are many times offered by Associates to Dealers who belong to the Association.

Trillium Associate Member Listing

Leader Auto Resources Lar Inc. Yves Gionet ygionet@larnet.com

Manheim Toronto Auto Auction Andrew Higgs andrew.higgs@dealer-auction.ca

Merchant Broker Michael McLaverty michaelm@currencysystems.ca

Metro Toronto Tracy Day tracy.day@metronews.ca

Mobials Auto Canada Inc. James Hayes james@mobials.com

Myautonews.ca Morgan van Holst morgan@myautonews.ca

North Toronto Auction Stuart Ralph sralph@northtorontoauction.com

Oasis Auto Scott Savage ssavage@oasis-ac.comComplete Systems

PBS Financial Systems Inc. Lynn McNeill lynn@pbssystems.com

PwC Management Damiano Peluso damiano.peluso@ca.pwc.comServices LP

Quorum Information Lori Litz litzl@quorumdms.comTechnologies

Reynolds and Reynolds Lucy Pozzobon lucy_pozzobon@reyrey.com

Route One Canada Anthony Goulbourne agoulbourne@routeone.com

Royal Bank, Automotive David Kostichuk david.kostichuk@rbc.comFinance Group

RSR Global Karey Davidson kdavidson@royspeedross.com

Safety-Kleen Camada Inc. Michael Campbell michael.campbell@safety-kleen.com

SAL Group John Stewart john.stewart@inalco.com

SB Partners LLP Elaine Holding eholding@sbpartners.ca

SCI Marketview Lara Appleton Lappleton@scimarketview.com

Scotia Bank Brian Budgell brian.budgell@scotiabank.comOntario Dealer Finance

Scotia Dealer Advantage Jim Dyas jim.dyas@scotiadealeradvantage.com

Search Optics Ltd. Graham Line graham.line@searchoptics.com

SERTI Pascal Lafleche pascal@serti.com

SNAP Financial Group Sharon Drake sdrake@snapfinancial.com

Strathcom Media Duncan Cochrane duncan@strathcom.com

Sym-Tech Inc. Rebecca Fedoruk Rebecca.Fedoruk@sym-tech.ca

Taylor Leibow LLP Robert Ban rban@taylorleibow.com

TD Auto Finance Gino Cozza gino.cozza@tdautofinance.ca

Tire Hotel Mark Montgomery mark@tirehotel.ca

Toronto Hydro Leila Sepahi lsepahi@torontohydro.com

TradeRev Brad Hart brad@traderev.com

TSi Auto Solutions Seana Chadwick schadwick@tsiautosolutions.com

Wakefield Canada Inc. Anthony Stadelman AStadelman@wakefieldcanada.ca

Walkaway Canada Robert Varga robert.varga@walkaway.caIncorporated

WSPS John Aird John.Aird@wsps.ca

WTM VII Cleaning Matt McCulloch mmcculloch@markvii.netTechnologies Canada Inc.

Visit TADA.ca for more information.*Dealership members only.

ANOTHER GREAT MEMBER BENEFIT BROUGHT TO YOU BY THE TADA

As a dealer-member* of the Trillium Automobile Dealers Association, you receive 4 hours of legal service annually. This service will cover issues that arise from the ordinary course of running a dealership and include :

Sales and Leasing Agreements

Regulatory Matters

Human Resources

OMVIC Issues

Licensing

Taxation

LEGALA D V I C E

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TADA_Legal Service Sheet print ready.pdf 1 1/7/2015 9:51:49 AM

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