Canadian auto dealer is proud to introduce our newest columnist, Bruce Duguay, who will offer his observations on our industry based on decades of auto retail experience in senior leadership roles
I remember opening an issue of Canadian auto dealer magazine for the first time when I became a General Manager almost fifteen years ago.
It struck me as wonderful that a selection of industry professionals could get together each issue and consolidate ideas and information to enhance the world of automotive retail — with a specific emphasis on Canada.
Born and raised in Southern Alberta, with subsequent residencies in Saskatchewan and Ontario, I’ve gained a great affection for this country and the role automobiles have played in building it.
When I embarked on my car dealer journey twenty-two years ago to sell Saturns in Saskatoon, Sask., I developed an appreciation of the unique experience that is a Canadian car dealership. From the seasonal ups and downs to the geographical and biographical diversity of this vast country, I think it is vital to gain as much networking and information sharing between dealers as possible.
A good indication that Canada can be a special place to sell cars came when I had the early fortune to help build and open the first Audi store in Saskatoon, while working for Vaughn Wyant, a well-known dealer.
This magazine has the power to bring these “good people in the car business” together month after month. As an eager contributor to this effort, I will strive to bring forward relevant events, people, and positivity to highlight and enhance our overall profile as dealers in Canada.
I remember the doors opening in 2008, as the financial crisis was rocking doom and gloom headlines around the world. Within a month, we were completely sold out of cars, thanks to a trend-bucking Saskatchewan economy and a red-hot brand.
Another enticing aspect of automotive retail in Canada is the ability for dealers to have a close relationship with our OEM partners, given the smaller number of dealers they have in their networks, relative to our American neighbours.
When Vaughn Wyant decided to open the first Porsche store in Saskatoon in 2010, I was humbled by the quick and substantial support from Porsche Cars Canada that helped get us up and running in the Porsche way.
In recent years, our industry has endured many trials-by-fire. When the COVID-19 pandemic hit in early 2020, I pivoted into consulting for a software company that provided a digital retailing platform for dealer websites and also began an enthusiastic quest to learn all things about the customer journey and how technology was changing it.
I was then given an opportunity by Chris Pfaff to apply these learnings in real time, moving to Southern Ontario and operating a Mercedes-Benz dealership through the lockdown.
The pandemic and subsequent challenges with supply-chain also showed me the fortitude of what teams of people in dealerships can go through during periods of intense change. We can build the most beautiful buildings and invest in the latest technology. Our people, however, remain the genuine differentiator of car dealership success. My key mentor in this business taught me the concept of being a leader with flexibility.
“Be a strong decision-maker, but if you receive new information and ideas, be prepared to exercise flexibility and change your mind without worrying about your own pride.”
Helping great people in the many departments of my dealership embrace adaptation and flexibility through these challenging times has been an important highlight of my career so far.
Over the past two decades, while learning and growing as a leader, there was always an accessible network of people in the industry, including employees, other dealers, suppliers and from the OEM that always stepped up to help. Those who know me well will recognize my phrase “good people in the car business” that I use to describe these passionate souls who continuously go above and beyond to make our industry resilient and noble. This is no small feat, given the decades-long car dealer stereotypes we often brush up against from the wider world.
It has always been my underlying mission to gather together and positively influence the “good people in the car business,” so after two decades I am thrilled to have the opportunity to become a regular columnist for Canadian auto dealer.
This magazine has the power to bring these “good people in the car business” together month after month. As an eager contributor to this effort, I will strive to bring forward relevant events, people, and positivity to highlight and enhance our overall profile as dealers in Canada.
