On the main stage at the Canadian International AutoShow, flanked by co-owners Peter Thomson and Alec Krstajic, auto dealer Chris Pfaff offered the clearest picture yet of how the new ownership group intends to reposition Canadian Tire Motorsport Park (CTMP) for its next chapter.
Interviewed by Canadian racing driver and broadcaster James Hinchcliffe during media day, the trio emphasized continuity in racing operations. But the more revealing comments — particularly from Pfaff — focused on expanding the facility’s commercial scope, deepening its ties to the auto industry, and transforming the Bowmanville property into a year-round destination.
Pfaff, president and CEO of Pfaff Automotive Partners and a long-time competitor and team owner, framed the acquisition as both a stewardship responsibility and a growth mandate.
“I’m a very restless guy,” he told Hinchcliffe. “I don’t take on something just to maintain it.” While crediting former owners Carlo Fidani and Ron Fellows for elevating the facility over the past 15 years, Pfaff made it clear the new group intends to “develop it to a much higher level” and use the property “to its full potential.”
For dealers, the most tangible opportunities lie beyond the grand prix track. A recurring theme was driver development — not only for aspiring racers, but for everyday motorists.
Krstajic said the driver development track will play a “much bigger role” going forward, encompassing youth karting, racing instruction and corporate team-building programs. But he also underscored the broader consumer application: winter driving and skid-control training for “regular civilians.”
In a province where winter collisions drive insurance claims and customer anxiety, the prospect of enhanced winter driving schools and safety programs positions CTMP as more than a motorsport venue. It positions the facility as a platform for driver education, brand partnerships and potentially insurer collaboration.
Pfaff referenced ambitions to enhance training infrastructure, including simulator labs and year-round programming. The goal, he said, is to create a 12-month ecosystem that supports young drivers progressing through karting, advanced coaching and professional development.
For dealers and OEM partners, that infrastructure opens avenues for experiential marketing, product demonstrations and customer retention events built around performance and safety training.
A four-season business model
Historically, CTMP has been dormant through much of the winter. The new owners signalled that seasonality is a commercial inefficiency they intend to address.
Pfaff spoke candidly about wanting to see winter scenes “full of people.” Potential uses discussed on stage included cross-country skiing, snowmobiling, outdoor hockey, cycling and multi-sport programming. Thomson added that concerts, historically held at the track, would remain part of the entertainment mix.
While none of these initiatives were announced as firm commitments, the direction is clear: to diversify revenue streams beyond racing weekends.
That shift has implications for dealers in the Greater Toronto Area and beyond. A four-season facility increases opportunities for vehicle launches, ride-and-drive events, customer appreciation days and corporate hospitality programs that are not tied exclusively to race calendars.
In one of the more dealer-centric comments, Pfaff noted he has already received calls from clients from his retail automotive days expressing interest in vehicle storage at the facility.
“I’d love to have a facility where I can keep my car there,” he said, suggesting demand exists for premium storage or garage concepts on site.
Such a model, common at U.S. motorsport facilities, integrates track access, private storage and lifestyle amenities. Combined with enhanced food and beverage offerings, which Pfaff also referenced, CTMP could evolve into a club-style environment catering to performance enthusiasts and high-net-worth owners.
Pfaff even floated the idea of a car museum or permanent exhibition space to draw visitors year-round. With historic race cars often sitting idle in private garages, a curated display would provide incremental traffic and sponsorship inventory.
The group repeatedly emphasized that keeping the facility in Canadian hands was important. Pfaff acknowledged there had been American interest in acquiring the property but said Fidani wanted domestic stewardship.
That positioning aligns with existing partnerships, including title sponsor Canadian Tire, which will remain in place, and automotive stakeholders such as General Motors.
While the racing surface itself is unlikely to change materially, Pfaff confirmed discussions are underway with NASCAR about potentially attracting higher-tier series. Hosting a Cup race would require facility enhancements, including expanded infrastructure and spectator capacity.
All three owners spoke of passion, but Pfaff was explicit that enjoyment must coexist with business fundamentals.
“You’ve got to have fun in business,” he said. “You’ve got to be serious about it too. And you’ve got to have a return.”
