Drive Autogroup continues to expand its footprint and commitment to guest experience with the official grand opening of Genesis Ajax — a fully rebuilt, standalone facility representing a $10.4 million investment by company president Jim Sullivan.
Since founding Drive Autogroup in 1989 with Pickering Honda, Sullivan has grown the business to include eight brands and 13 stores, along with two body shops serving the Durham Region. He became a Genesis distributor in 2017, about six months after acquiring Ajax Hyundai.
The new Genesis Ajax facility, which officially reopened in May 2025, is located close to the company’s Hyundai store. It is the 10th standalone Genesis facility in Canada, designed to meet the brand’s GRX standards for luxury, hospitality, and design.
“We’re thrilled to welcome our community back to Genesis Ajax in this beautiful new space,” said Sullivan. “This reconstruction represents our commitment to providing an exceptional experience that matches the calibre of Genesis vehicles. Every detail has been carefully considered to ensure our guests feel valued and comfortable throughout their visit.”
Jim Sullivan and Eric Marshall
Inside, guests find a refined lounge area, a floor-to-ceiling preserved plant wall for a distinctive sensory touch, and the Genesis Brand Cube, where customers can explore interior materials and finishes from the product line. Outside, the property includes 64 parking spaces, 13 service bays, and five electric vehicle charging stations.
Addressing attendees, Nial Boatswain, Vice-President of Operations for Drive Autogroup, said the new facility reflects the company’s long-standing values.
“It’s about relationships, experiences, and giving back to the community we’re proud to serve. Genesis Ajax embodies that vision. This is not just a retail space; it’s a place where our guests can feel at home, where every interaction reflects transparency, hospitality, and excellence,” said Boatswain. “This achievement was made possible by three things: the dedication of our incredible team, the partnership of Genesis Canada, and most importantly, the trust of our customers.”
Eric Marshall, Director of Genesis Motors Canada, commended the team for their investment and local engagement.
“As an Ajax resident for 15 years, I want to congratulate the Drive Autogroup team for building this incredible facility,” said Marshall. “You’ve invested in the community and dedicated time and energy to delivering an enhanced experience for all our guests.”
The dealership employs 20 staff members who collectively speak seven languages, with 40 per cent of the workforce being women — a reflection of the area’s diversity.
As part of the celebration, guests also saw the Canadian debut of the Genesis G70 Track Day Special Concept, a matte-black and orange, one-of-a-kind performance version inspired by the Genesis Track Taxi at the Nürburgring. The concept blends high-performance engineering with precision-focused luxury and will tour at presentations across the country.
