A year and a half after acquiring Témis Chevrolet, Groupe Véloce is realizing a solid return on the investment and making strong inroads in the competitive electrification region of Témiscouata, Qué.
Groupe Véloce President and CEO Vincent Beauchesne told Canadian auto dealer the company reached a major milestone in September, collectively delivering more than 50 new electric vehicle and plug-in hybrids (PHEVs) from its three dealerships. He said the company has doubled its orders for EVs and PHEVs in recent months, ensuring immediate availability for all its clients.
“This calculated risk of increasing our EV and PHEV inventory has paid off, allowing us to quickly meet rising demand without making our clients wait,” said Beauchesne. “We believe this commitment to availability and accessibility is a key factor in our current success and future growth.”
Upon acquiring the dealership, its first General Motors store, the company invested a total of $350,000 in fast charging stations. Beachesne said the investment was meant to strengthen its presence in the region and accelerate electrification.
“Our commitment to EVs and PHEVs stems from our belief that electrified transportation is essential for a sustainable future, especially in a region like Témiscouata where environmental preservation is crucial,” said Beauchesne. “By investing in these technologies and installing fast-charging infrastructure, we aim to facilitate this transition for our clients and create a local ecosystem where electric mobility is an accessible and natural choice.”
He said despite plans by the Québec government to stop granting rebates on zero-emission vehicles starting in 2027, his company anticipates growth in EV and PHEV sales in 2025.
“The electric vehicle market in Eastern Québec is growing rapidly and becoming increasingly competitive. However, through our investment in electrification and our strong commitment to the community, we’ve been able to stand out,” said Beauchesne.
“By focusing on accessibility and personalized service, we ensure that our EV and PHEV offerings meet the specific needs of our local clients. We are also committed to clear communication and an enhanced customer experience to maintain our position as a leader in the EV transition within our region.”
He said part of the success is due to a “unique and authentic” approach to advertising. “As President and CEO, I didn’t hesitate to step in front of the camera to speak directly to clients about our promotions and showcase our electric vehicles,” said Beachesne.
“With my dog Oscar, our canine spokesperson, we’ve added a touch of humour and approachability to our ads. We no longer want to simply announce prices. Our goal is to provide a transparent and authentic buying experience where every client feels comfortable and well-informed.”
He said every two months, the company launches promotions specifically designed to provide real benefits to consumers. He added the promotions run from the 15th of one month to the 15th of the next, which avoids the end-of-month pressure and creates a more relaxed buying experience.
He also said one of the flagship initiatives in this strategy is its Adieu Bazou (Retire Your Ride) program, which encourages clients to replace their old vehicles with EVs or PHEVs. The program offers a trade-in incentive for older vehicles and additional discounts for purchasing EVs and PHEVs.
“Clients appreciate this opportunity to make an environmentally-friendly choice while enjoying a pleasant and personalized buying experience,” said Beachesne.