Lamborghini enthusiasts were invited to bring their cars for display
Michael Lock, COO, Automobili Lamborghini America LLC at the opening gala
History was made in June, when Grand Touring Automobiles opened Lamborghini Uptown Toronto. Located in the bustling suburb of Maple, Ont., the new facility marks a significant milestone for the brand in Canada, as well as a major development in Grand Touring’s expansion plans.
Amid the opening festivities Canadian auto dealer got a chance to have exclusive interviews with Paul Cummings, dealer principal and CEO of Grand Touring Automobiles and also Michael Lock, chief operating officer, Automobili Lamborghini America LLC.
Cummings, who worked on the corporate side of the industry before venturing out on his own as a dealer, says he was very excited to be able to represent Lamborghini and witness the opening of Grand Touring’s first facility catering to the brand. “Lamborghini is celebrating 50 years, this year,” he says. “The story of how it started and where it is today is just incredible and you can’t deny that the product is a piece of art on wheels.” Cummings says that while Lamborghini has high expectations for its dealers, as a company “it is very family oriented and once you’re part of the team they will do everything to ensure your success. For us, adding Lamborgini to our portfolio of brands is the icing on the cake.”
Hospitality was second to none, with complimentary beverages and gourmet food
“It feels great,” says Shawn Morris, vice-president, operations, Grand Touring Automobiles, in reference to representing the brand. Morris noted that the new store represents the ideal opportunity, since Lamborghini has been absent from the Toronto market for a while and there is healthy pent up demand. In reference to the brand, he said that the future looks bright. “I think Lamborghini is going to break the mold a bit — the cars are wild and unlike anything else. There will always be a place for high performance cars and the investments from Volkswagen Group and technology mean the possibilities are endless.”
Michael Lock says that the Greater Toronto Area represents the fourth largest automobile market in North America and partnering with Grand Touring represents an exciting opportunity for the Lamborghini brand.
“There is a really healthy luxury market in Toronto,” Lock says. “GTA’s sister store in downtown Toronto has one of the largest Bentley stores in North America and the largest Aston Martin dealership. So not only is the market very focused on luxury but the partner we have knows how to do it.”
Lock said there are big plans for Lamborghini in North America, which include bringing the Super Trofeo one-make racing series over from Europe and developing “Esperienza,” a series of full-day driving events where owners get a chance to put their Superleggera through their paces. The idea comes from Lock’s experience in the motorcycle world. “It’s all about creating the club,” he says, “where owners can meet like minded people and they have an excuse to go and drive the car. Its about being more inclusive and less exclusive — as much as we can be for a product that sells between $200,000 and $500,000. To be able to open the door and bring more people into the brand — I think that is very important to do.”
Lamborghini Uptown Toronto opening gala
Shawn Morris, vice-president, operations, Grand Touring Automobiles (left) and Paul Cummings, dealer principal and CEO
