Pfaff Automotive to retail Audi, Ducati under one rooftop

December 20, 2024

The first dual brand dealership in North America to retail Audi and Ducati under the same rooftop is expected to open in June 2026 in Vaughan.

Pfaff Automotive was chosen as the company to do it, and groundbreaking for the 100,000 square foot store (9,290 square meters), three-level building began a month ago. The store will be next to Pfaff’s Porsche Centre Vaughan.

Pfaff President and CEO Chris Pfaff told Canadian auto dealer that when his company acquired the land for the Porsche store, it tied up the property beside it, though it wasn’t 100 per cent sure it would be used to build an Audi store. Pfaff said his company had been looking at relocating its current Audi dealership for about seven years.

Pfaff said there are four other dealerships in the world retailing Audi and Ducati together. His company won’t be the first to sell cars and motorcycles in Toronto, Ontario, in the same building. BMW has been selling cars and motorcycles for many years at its downtown Toronto Motorrad store.

Pfaff said he was honoured when approached about the idea and that may have had to do with the company’s success selling high-end products. It also sells Harley-Davidson, though Pfaff emphasized Harley-Davidson and Ducati represent different buyers. 

“I think (Audi) saw the opportunity,” said Pfaff. “Somewhat unique for Toronto is the real estate prices are so expensive commercially. When you’re looking for real estate for just regular car dealerships and also bike stores, you have to get really creative. I think that’s part of this as well. To make the real estate numbers work for the Ducati business, it makes a lot of sense to put it together.”

He added the concept needs to be approached with care.

“It’s going to be really interesting in how we execute it,” said Pfaff. “The Audi is the volume thing, the big thing, and you’ve got to make sure the Ducati doesn’t get lost in the shuffle. You have to have the discipline to make sure you’re giving mindshare to the bikes, and you’ve got to have dedicated bike personnel because that’s all they will do, so that is step one. But it’s also senior management’s requirement to make sure they keep their eye on that Ducati business.”

The Ducati products will be sold on half of the upper floor.

“What I’m hoping for is you get a lot of people looking at new- and pre-owned Audis, and some of them might be open to looking at the bikes, so that’s when you’re hoping you get some spillover effect,” said Pfaff. “Obviously having a Porsche right next door isn’t going to hurt, either. That’s what we’re trying to recapture. It’s more important for Ducati to be part of this dual idea than it is for Audi.”

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