The Canadian Automobile Dealers Association is working with your regional and provincial associations to represent your interests at the highest levels.
To learn more about how CADA is working for you, visit cada.ca
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Our vision is for member dealers and the dealer franchise system to be seen by the public as the best choice to fulfill all their automotive needs.
We are a small but dedicated and hardworking team of individuals serving all members of the New Car Dealers Association of BC. Should you have any questions, concerns or issues, or if you have any ideas for our organization to pursue, our staff is available to listen and help. Get in touch with us by phone or email at our Langley office.
Signals is THE flagship publication for the NCDA, the industry association that represents over 400 new car and truck franchised auto retailers in BC.
Shakira Maqbool Manager, Finance & Administration smaqbool@newcardealers.ca
Sophie Wright Events, Office and Membership Coordinator swright@newcardealers.ca
Roni Sapoznikov
CleanBC Go Electric Vehicle Rebate Program Administrator goelectric@newcardealers.ca
Duy Le CleanBC Go Electric Vehicle Rebate Coordinator goelectric@newcardealers.ca
Vancouver International Auto Show
Eric Nicholl, MBA Executive Director enicholl@vanautoshow.ca 778-968-0440
Josh Ferguson Sales and Sponsorship Specialist jferguson@vanautoshow.ca
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CONTENTS
News From the Front Seat
On behalf of our Chair Ann Marie Clark and our board and staff team, I would like to wish all the best for a happy, healthy and prosperous 2025. And for those who celebrate, happy Year of the Snake!
Even though we have just started the year, it seems like so much has been going on both at home and around the world. We are living in interesting times!
As Signals goes to press, US President Trump has announced a reprieve until March 4 for the punishing 25 per cent tariffs on Canada and Mexico. When the tariffs were first announced, our national association, CADA, released the following statement:
The Canadian federal government announced tariffs on US goods and BC Premier David Eby stated, “President Trump’s 25 per cent tariffs are a complete betrayal of the historic bond between our countries and a declaration of economic war against a trusted ally. As British Columbians, and as Canadians, we will stand strong and united in the face of this unprecedented attack.”
The NCDA will be working with our national association, the OEM associations and key business associations to bring the latest information and resources to our members.
Top seven trends for 2025
“Even though we have just started the year, it seems like so much has been going on both at home and around the world. We are living in interesting times!”
“The recently announced US tariffs will have an immediate negative effect on consumers on both sides of the border as the prices of vehicles and parts used for servicing them will be impacted. Vehicle and parts production and distribution across North America is highly integrated and the result of decades-long efforts and cooperation by the US/Canada/Mexico governments and manufacturers. Automotive dealers and the over 178,000 people they employ depend on functioning supply chains in order to sell and properly maintain the vital automotive infrastructure of Canada. All efforts should be undertaken to remove these job-killing tariffs. CADA will advocate on both sides of the border to remove these tariffs and protect dealers and our consumers.”
To set the table for what else will be on the menu this coming year, I wanted to share insights on the priorities of Canadian dealer leaders in 2025, as recently presented by Bruce Rosen, CADA’s Executive Director of Industry Relations, at the Quebec Dealers Summit at the Montreal Auto Show. Bruce’s presentation featured the collective feedback of over 420 Canadian dealer leaders from coast to coast to coast. Their top seven trends—in reverse—for 2025 are:
(7) The transition to new-energy vehicles continues, despite uncertainty as to the exact path and timing; (6) Digital and AI tech and tools continue to reshape retail operations; (5) Canadian consumers are increasingly expecting personalized experiences, in sales and after-sales; (4) The fight for talent intensifies across all roles in the business; (3) The arrival of Chinese brands is only a question of when, not if; (2) The consolidation
Dave Bare
Chris Schaufele
BLAIR QUALEY PRESIDENT & CEO, NCDA
Blair Qualey
Mike Hacquard
Ann Marie Clark
Kai Hensler
Deryl Griffith
of the retail sector will continue in the pursuit of efficiency and scale; and (1) The only constant is change.
I think we might all resonate with number one!
International technician and trade recruitment program
The BC automobile sector faces a critical labour shortage, with industry projecting the need for 20,000 workers over the next decade.
The NCDA is working to assist our members by undertaking an international recruitment initiative in collaboration with a Canadian organization that specializes in international hiring: JobGo Solutions. I had the opportunity to participate in the recruiting and evaluation work JobGo does in Manila, the Philippines. Our colleagues from the Ontario association (MVRO) have been sourcing technicians with JobGo here for many years, and we wanted to have a look. Candidates are recruited in their home country with extensive resume review, practical review and background checks. All interviews are conducted by an experienced Canadian recruitment specialist. Intensive interviewing and practical-skills testing follow the initial vetting in the candidate’s home country.
Each successful applicant immigrates to Canada on a two-year work permit. Employees can apply for permanent residency in their 13th month of employment. The recruitment and immigration process spans 16 to 20 weeks.
A fully detailed guidebook and integration toolkit will be provided to each participating dealer employer by the NCDA. I am very excited at the prospect of sourcing tested and vetted service technicians for our dealer members and grateful to the MVRO for sharing its tried-and-true system with us. We will be organizing weekly briefings for interested member dealers. Please contact our office to join the next one and learn how this program can help you with your service technician or body shop technician needs.
VIAS returns
As we prepare to raise the curtain on the 2025 Vancouver International Auto Show March 19 to 23, our organizing group has curated an experience that will establish a new bar for the event.
This year, the celebration will start with a gala reception on opening night, with dealer members, associate members, manufacturers, government representatives, media and friends of the NCDA coming together to celebrate our sector. The evening will have an awards presentation, plenty of food and drinks, entertainment, and floor access to the auto show.
More than 30 brands will be represented at the 2025 Vancouver auto show, and all 300,000 square feet of display space will be accounted for. Due to overwhelming demand, we are simply out of space. For those that cannot be accommodated, we hope to see you in 2026 as we once again expand our event footprint.
Please enjoy the cover story on page
Board of Directors
14 for more details on what will be an extraordinary show!
ICBC test drive partnership
Our Vancouver Auto Show Test Drive Experience has morphed into something truly special this year, thanks to the support of CleanBC GoElectric, RBC, ICBC, Emotive BC and Plug’n Drive.
Expect 47 BEVs/PHEVs from 17 different manufacturers, a re-designed sign-up process and a revised route, all planned to improve access and total opportunity. We’ve set a goal of 7,000 test drives over the 5 days. And that’s “total turns”—not total number of people’!
50/50 Raffle
In support of the CarCareerBC grant program which assists aspiring workers and students en route to their careers in the automotive industry, we are thrilled to announce a 50/50 raffle. One half of the proceeds will go to a lucky jackpot winner and the remainder will support the grant program. Please see our story on page 10.
We’re looking forward to welcoming you all to the 2025 VIAS at the spectacular Vancouver Convention Centre West from March 19 to 23!
Sincerely,
Blair Qualey, President and CEO
New Car Dealers Association of BC bqualey@newcardealers.ca
Ryan
Welcome to Our New Associate Members
NCDA Associate Members provide vital products and services to dealer members, resulting in greater cost effectiveness, environmental responsibility and general efficiency.
MODE INSURANCE SERVICES
Founded in 2014, Mode Insurance Services has quickly established itself as a leader in the vehicle replacement insurance sector in British Columbia. The company partners with over 200 dealerships and more than 100 insurance broker offices. What sets Mode apart is its deep focus on exceptional service to its customers. The company’s ability to listen and adapt to the needs of its clients is a core strength, positioning it as a reliable and trusted partner in the industry.
To better serve its partners, Mode is expanding its product offerings, now including loan protection, appearance and performance packages.
Stealth Monitoring is North America’s leading provider of live video monitoring solutions. It specializes in proactive and intelligent videomonitoring technology that can significantly improve threat detection and police response.
The company’s security solutions feature advanced technology coupled with human intelligence and efficient processes to help detect and deter crime, while reducing security-guard and other expenses. It is also heavily invested in the future of computer vision and artificial intelligence, actively developing new technologies that can enable executives with valuable business intelligence data to improve day-to-day operations and decision-making abilities. Stealth has over 2,000 employees, 40 offices and seven redundant live-video monitoring control centres.
For more information visit stealthmonitoring.com or call 1-855STEALTH.
We provide protection to Canadian families for when “what if?” becomes “what now?”
Darren Johnson Regional Manager 250-217-5955
djohnson@firstcanadian.ca
320 Sioux Rd, Sherwood Park, AB T8A 3X6
Toll Free: 1-800.561.3242
AI Partnership With Google Takes Mercedes-Benz Navigation to New Heights
Using Google Cloud’s new AI solution
BY ANDREW LING
Mercedes-Benz has partnered with Google Cloud to revolutionize incar navigation with AI-powered conversational search. Launching with the 2025 Mercedes-Benz CLA, this integration of Google’s Automotive AI Agent into the MBUX Virtual Assistant provides drivers with seamless, real-time navigation, enhanced by detailed information from Google Maps. Mercedes-Benz is one of the first to use Google Cloud’s new AI solution.
The AI system supports natural, multi-turn conversations, allowing drivers to ask complex queries like, “Guide me to the nearest fine-dining restaurant,” and follow up with, “Does it have good reviews?” or “What’s the chef’s specialty?” The system retains conversational
Stay connected with the VSA as we educate BC consumers on vehicle purchasing, highlight the benefits of buying from VSA-licensed dealers, and more!
Functionality, Sustainability and Pure Luxury
Five vehicles to watch out for in 2025
WORDS AND PHOTOS BY ANDREW LING
2025 Infiniti QX80
The all-new 2025 Infiniti QX80 marks a significant evolution in the full-sized luxury SUV segment, blending modern Japanese design with advanced technology. Its exterior showcases Infiniti’s “Artistry in Motion” design language, featuring a prominent double-arch grille and sleek LED lighting elements that create a commanding presence on the road.
Gone is the thirsty V8 and in its place is a 3.5-litre twin-turbo V6 engine, delivering 450 hp and 516 lb-ft of torque. This new powertrain offers a notable increase in performance with improved fuel efficiency of up to 13.8 L/100 km.
Guided by the Japanese concept of Omotenashi, the cabin exudes luxury with high-quality materials and tech advancements. Dual 14.3inch displays provide intuitive access to infotainment and vehicle instrumentation, while segment-first features like the Klipsch Individual Audio system elevate the in-car experience.
Driving the QX80 reveals a balance of comfort with capability. The new electronic air suspension system ensures a smooth ride, effectively absorbing road imperfections. While the QX80’s size is evident in urban settings, the 3D Intelligent Around View Camera system helps significantly. On highways, the QX80 excels as a cruiser, offering a serene environment complemented by advanced driver assistance technologies like ProPILOT Assist, which provides hands-free cruising capabilities.
While certain aspects, such as the responsiveness of the new powertrain, have room for improvement, the QX80 stands as a compelling option for those seeking a luxurious and reliable full-size SUV.
2025 Honda Prologue
Honda’s highly anticipated EV has finally arrived. The 2025 Honda Prologue is a mid-size SUV that combines Honda’s design ethos with advanced electric technology.
Developed under a Honda-GM partnership, the Prologue is underpinned by GM’s Ultium platform. You would never know from the outside, though, as its exterior features a sleek, aerodynamic silhouette, complemented by a distinctive Honda front fascia. It’s attractive, modern yet understated.
The dual-motor-only setup delivers 288 hp and 333 lb-ft of torque, and the Prologue’s 85-kWh battery provides an estimated range of up to 452 kilometres with DC fast-charging capabilities allowing a 20 to 80 per cent charge in about 35 minutes.
Inside, you’ll find a spacious cabin equipped with an 11-inch digital instrument cluster and an 11.3-inch infotainment touchscreen. Unlike GM’s infotainment system, Honda’s supports wireless Apple CarPlay and Android Auto, integrated with Google services for seamless connectivity. Though there is some obvious GM parts bin sharing, goodquality materials and thoughtful ergonomics enhance the interior ambience, while features like a panoramic moonroof and premium audio system are welcome.
On the road, the Prologue offers a composed and comfortable ride. The steering is noticeably more responsive than its GM cousins, although some may find it lacks the engaging feedback characteristic of Honda’s traditional models. The vehicle’s substantial weight is noticeable at times, yet it doesn’t detract significantly from its overall performance thanks to the low centre of gravity. Advanced driver assistance systems, including adaptive cruise control and lane-keeping assist, contribute to peace of mind.
While the Prologue impresses with its range, charging capabilities and suite of features, it faces stiff competition in the EV market. Its 150-kW max charging speed is slightly behind some rivals, and the absence of a frunk limits storage options. Nonetheless, the 2025 Honda Prologue stands as a compelling choice for those seeking a reliable and well-rounded electric SUV, marking a promising step in Honda’s electrification journey.
2024 Ford Ranger Raptor
The 2024 Ford Ranger Raptor is a mid-size truck with serious off-road credentials, channeling the DNA of its full-sized sibling, the F-150 Raptor. Built for enthusiasts who demand performance in a smaller package, the Ranger Raptor is powered by a 3.0-litre EcoBoost V6, delivering 405 hp and 430 lb-ft of torque, more than enough for trail domination or spirited drives.
What truly sets the Ranger Raptor apart is its off-road engineering. Equipped with FOX Live Valve shocks, the suspension absorbs punishing terrain, while maintaining control and comfort. The full-time 4x4 system features an advanced transfer case with selectable drive modes tailored for various conditions. Baja Mode optimizes performance for high-speed desert runs, while Rock Crawl provides precision in technical terrain.
Compared to the F-150 Raptor, the Ranger Raptor offers a more maneuverable and agile experience, particularly suited to narrow trails or urban environments. Yet it doesn’t compromise on ruggedness, with
2025 Volvo EX30 Twin Performance Ultra
The 2025 Volvo EX30 Twin is Volvo’s attempt at expanding into the compact SUV EV segment. Offering a blend of Scandinavian chic design, sustainability and performance, the EX30 is ideal for urban environments where parking and maneuverability are priorities. Its minimalist interior, featuring recycled and renewable materials, aligns with Volvo’s commitment to eco-friendly innovation.
Powered by a dual-motor setup, the EX30 is Volvo’s quickest vehicle, thanks to an impressive 422 hp and 400 lb-ft of torque. Zero to 100 km/h occurs in just 3.6 seconds.
Paired with a 69-kWh battery that offers a range of up to 402 km, the EX30 Twin is ideal for daily commutes and even medium-length road trips. Peak charging rate is average at 153 kW, with DC fast charging enabling a 10 to 80 per cent recharge in about 27 minutes.
The driving experience is refined and on the typical Euro firmer side. Drivers will find a balanced chassis, responsive steering and agile handling. Volvo’s advanced safety systems, such as Pilot Assist and lane-keeping features, provide peace of mind.
The EX30’s cabin is minimalist but stylish. The heavy reliance on a central touchscreen for almost all controls might not suit all preferences, though. Still, Volvo should be commended for merging sustainability with sophistication, quality and innovation. Rather than individual speakers, the EX30 uses a clever sound bar across the base of the dashboard.
With competitive pricing, the 2025 Volvo EX30 is a compelling choice for tech-savvy shoppers embracing the shift to electric mobility.
skid plates, 33-inch all-terrain tires and locking differentials.
Inside, the cabin pairs rugged utility with modern technology, including a 12-inch SYNC 4A touchscreen and supportive bolstered seats. While it lacks the sheer size and towing capacity of the F-150 Raptor, the Ranger Raptor’s nimbleness and off-road prowess make it a good choice for adventure-seekers.
2025 Range Rover SV Long Wheelbase
SV stands for Special Vehicle, denoting Land Rover’s Special Vehicle Operations division’s involvement in crafting this masterpiece. Accordingly, the Range Rover SV is an extraordinary expression of individuality and luxury, blending unmatched opulence with advanced performance.
Powered by a mild-hybrid, 4.4-litre V8 twin-turbocharged engine delivering 606 hp, it offers smooth, effortless acceleration with the confidence to conquer any road or trail.
The SV trim stands out with its exclusive design touches, including ceramic badging, intricate SV-specific grille patterns and subtle gold accents that elevate its visual presence. The Signature Suite takes the luxury even further, transforming the rear into a four-seat oasis. A fulllength centre console features premium materials, a refrigerator with Dartington crystal glassware, and a deployable Club Table, ideal for executives on the go.
Range Rover’s heritage of all-terrain excellence remains intact, even if most owners will never leave the pavement. The advanced all-wheeldrive system, combined with Terrain Response 2, ensures this flagship can handle rugged paths or snowy Canadian winters with ease. Adaptive air suspension provides a cloud-like ride, while maintaining stability and off-roadability.
The SV Long Wheelbase with the Signature Suite is more than a vehicle. It’s a statement of sophistication and capability, tailored for those who demand only the finest.
Learn more at techdriven.ca/car-reviews
50/50 Raffle Furthers NCDF Mission
Helping drive education and inclusion
The New Car Dealers Foundation of BC (NCDF) is dedicated to making a lasting impact in communities across British Columbia, and it is proud to present a 50/50 raffle to help ensure the impact is greater than ever before. Half of the proceeds will go to a lucky jackpot winner and the remainder will support the CarCareerBC grant program. Visit ncdfoundation5050.ca for details and to purchase tickets.
Leading up to the Vancouver International Auto Show, which takes place March 19-23, 2025, 50/50 ticket sales will be promoted by NCDF dealer members, who will have the chance to share the raffle though a unique QR code. The dealership that sells the most tickets will win an experiential prize for their staff! Contact info@newcardealers.ca for more info.
Tickets will also be available at the opening of the VIP Preview Gala, where industry leaders will gather to celebrate innovation and community impact. Over the course of the auto show, roving sellers canvass the anticipated 120,000 event-goers, and the winner will be announced on the closing day of the event, Sunday.
The NCDF is a shining example of our sector’s dedication to nurturing the next generation of automotive professionals in British Columbia. The CarCareerBC grant exists to assist aspiring workers and students en route to their careers in the automotive industry—a field brimming with innovation and opportunity. By investing in the people
$199untilFebruary28*
of this sector, the NCDF is not only helping them achieve their dreams but also fuelling the ongoing growth and innovation within the industry.
Through the CarCareerBC Education Grants, some $1.5 million in scholarships has been awarded to students studying at top institutions, including British Columbia Institute of Technology, College of New Caledonia, Coast Mountain College, Vancouver Island University, Okanagan College, Vancouver Community College and the Automotive Business School of Canada.
The versatility of the grant is one of its standout features. It supports a wide range of educational and training programs. Essentially, any form of training that can lead to a career in the automotive industry is eligible.
By offering such a broad spectrum of support, the CarCareerBC grant is able to address the diverse interests and career aspirations of the applicants. By supporting the NCDF 50/50 raffle, you’re investing in the future of the automotive industry and making a difference in countless lives.
Must be 19-plus to play. Odds of winning are dependent on the number of tickets sold. Know your limit, play within it: gambling support help line 1-888- 795-6111 / bcresponsiblegambling.ca
BC Gaming Event License # 159005
Spring Cleaning Your Contracts
Taking a proactive approach to contractual agreements
BY JENNIFER MACGREGOR-GREER, SENIOR COUNSEL, MEP BUSINESS COUNSEL
Welcome to the new year! What better time time to dust off those contracts sitting in your filing cabinet (virtual or otherwise)?
Over the life of a business, it will enter a variety of contracts, from basic to complex. But all too often, those signed contracts are stuffed into a drawer and not reviewed again—or at least, only brought out when something goes awry. This year, we encourage you to take a proactive approach and air out your contracts as part of your spring cleaning.
A contract, by its nature, is meant to govern a business relationship, protecting the interests of both parties, while setting out their respective obligations. Contracts can be useful collaborative tools. However, a poorly managed contract can lead to inefficiencies at best and serious legal disputes at worst. It is therefore important to look at your contracts periodically and ensure that they continue to serve your business needs. Make sure you include the right people in your review—not only those with decision-making powers in your organization, but also people who are “on the ground” dealing with that contractual relationship on a day-to-day basis. As well, be sure to involve your lawyer (or in-house legal team) in the review. They can help you create a structured review process and system for managing deliverables.
As a starting point, ensure that your contracts are properly stored and searchable by appropriate individuals, while being protected from unauthorized access. If you have not already done so, create a master index. If you had to locate and produce a particular contract on short notice, could you do so? Also, consider creating a tracking system to monitor key dates—this could range from noting them on a calendar or a spreadsheet to using dedicated contract-management software, depending on the size and complexity of your business.
As well, ensure that all your contracts have been properly reduced to writing. While at the outset of a contractual relationship it can feel unnecessary to “put it in writing,” unfortunately we have seen far too many instances of contractual relationships going sour without a written
Make sure you include the right people in your review—not only those with decision-making powers in your organization, but also people who are “on the ground” dealing with that contractual relationship on a day-to-day basis.
contract in place, which can lead to difficulties in enforcing contractual terms. Although an oral contract can be binding, reducing a contract to written form signed by all parties can serve as evidence of the agreed terms, and reduce the possibility of disputes.
Review your contracts for continued accuracy. If there have been any recent changes in your organization, ensure that details such as names and addresses are up to date. If the contract requires your business to make any ongoing representations or warranties, do they need to be revised to ensure accuracy? Does the contract as written reflect what is actually happening in the day-to-day relationship? Should any contractual terms be clarified? In most cases, such revisions will require the consent of all contractual counterparties.
If an existing contract no longer serves your needs, consider terminating the relationship altogether. If so, review the termination provisions carefully to determine the correct process. Many agreements will allow for termination upon a certain amount of written notice, or even with no notice if the other party is in default. However, be sure you understand and comply with the termination parameters of your particular contract, to avoid disputes.
Also check the termination date of each agreement. If a contract is due to naturally expire (and you do not wish to renew) or if you are choosing to terminate it, consider what steps may need to be taken in connection with the termination. Are there any financial obligations that need to be settled? Is one party in possession of another party’s property which must be returned? Has any intellectual property been created which needs to be transferred to one of the parties? These are all important steps that should not be missed.
Finally, if a contract has terminated, identify
and implement any learning points. What can your organization learn from your experience with that contract? How will it affect your contracting practices going forward? Do any of your procurement practices need to be updated as a result?
For contracts that you would like to renew, review the applicable renewal provisions, as most contracts do require a certain notice period for renewals. Even if your agreement does not expressly contemplate renewal, if the relationship is going well, it may be worth exploring this possibility. The renewal process can be a good time to consider whether improved terms or new contractual deliverables should be negotiated. If so, such negotiations could extend the renewal process so you may wish to start earlier than strictly required by the contract.
Although it can be useful in some circumstances, be wary of using artificial intelligence in your contractual review process. Most importantly, do not upload your contracts to any AI tool that could result in your confidential information (or the confidential information of another contracting party) being saved on third party servers or used by the AI provider for training purposes.
As always, the foregoing is intended as general guidance only and should not be construed as legal advice. If you require assistance with your contract reviews, please don’t hesitate to reach out to any of the business lawyers at MEP Business Counsel. We wish you happy contractual spring cleaning.
For further assistance with any of your legal matters, please contact Matthew Wansink (mwansink@meplaw.ca), or one of the business lawyers at MEP Business Counsel (meplaw.ca).
ICBC to Spotlight Road Safety at the 2025 Vancouver International Auto Show
Collaborations highlighted between ICBC and the NCDA
ICBC and the New Car Dealers Association (NCDA) have enjoyed a longstanding partnership which has been a cornerstone of the corporation’s support of the Vancouver International Auto Show (VIAS). This collaboration has enabled ICBC to engage hundreds of thousands of attendees, helping to spread awareness about key road safety topics, while reflecting the latest trends and innovations in the automotive world.
In 2024, the NCDA highlighted, through direct media and social media activities, several topics related to road safety and areas of common concern. The association supported a number of ICBC’s key pillars— including dangers associated with distracted driving, the need to exercise caution during peak travel periods, and planning for a safe and responsible winter holiday season. And of course, the NCDA also highlighted advancements in new vehicle technology that
are helping to make our roads safer.
With a shared commitment to safer roads, the NCDA and ICBC are proud to continue promoting road safety at the 2025 VIAS.
Promoting road safety at the right time and right place
The VIAS is a premier platform for showcasing new automotive technology, and the 2025 edition will uphold this tradition. Attendees
can expect highlights on advanced safety systems, electric vehicles, charging solutions, performance accessories—all the cutting-edge technologies associated with the automotive industry.
The EV and PHEV Test Drive Experience is once again expected to be a crowd favourite. Presented by CleanBC Go Electric and RBC, the 2024 event provided a record 3,425 consumers the opportunity to get behind the wheel and participate in an indoor-to-outdoor test drive experience. The NCDA is expanding the driving area by 40 per cent in 2025 to allow even more visitors to test drive the latest line-up of electric vehicles available.
ICBC will be the returning sponsor of the EV test drive lounge and will host an activation in this space, shining a light on key road safety topics such as distracted driving, and reminding drivers to drive safely, before they get into a vehicle.
Driving towards a safer tomorrow
Return of the “distracted phone suit”
Recognizing the pervasive challenge of distracted driving, ICBC is excited to bring back the successful mobile activation featuring our “distracted phone suit.” This engaging and approachable experience aims to bring awareness to the risks associated with distracted driving and encourage drivers to leave their phones alone while driving. If you’re attending the show, make sure to stop by, say “Hi,” and take a photo with the ICBC phone suit.
Road Safety Beyond the Show
Every year, ICBC works closely with law enforcement partners to conduct distracted driving education campaigns throughout the months of March and September. During these months, the corporation runs awareness advertisements, and ICBC road safety and community coordinators deliver educational initiatives in communities across the province.
Join us at the 2025 VIAS
Together with the NCDA, ICBC would like to invite all attendees to immerse themselves in the spirit of innovation and join us in our pursuit of safer roads in BC.
David Wong, President and CEO of ICBC, and ICBC’s “distracted phone suit.”
Record-Breaking in 2024. Game-Changing in 2025.
VIAS taking the fast lane to the future
BY BLAIR QUALEY
I have to admit, there was a period when I questioned what the future might hold for the traditional auto show. After all, the Vancouver International Auto Show (VIAS) was on hiatus for four years, as a result of the COVID-19 pandemic and subsequent supply chain issues that prevented auto manufacturers from fully participating.
So, there was some trepidation as we approached the planning process for the return of our iconic event for 2024. We couldn’t rest on our laurels and simply fall back on the “same old, same old.” We needed to re-imagine the experience to attract a broader audience beyond the traditional auto enthusiast.
We set out to create an elevated experience and one that accentuated what’s new, what’s next and what’s fun in the automotive industry.
We prepared a lineup that included the majority of industry automakers, new features and returning crowd-pleasers in the categories of Supercar Eleganza and Horsepower Heaven, an EV and PHEV Test Drive Experience that was second to none, along with a wide array of products, services and auto accessories.
My anxiety was put to rest when the VIAS not only re-emerged—it roared back to life in spectacular form, shattering previous attendance records, and surpassing even the most optimistic projections, with the number of visitors passing through the turnstiles during the five-day event exceeding 129,000.
As we prepare to raise the curtain on the 2025 VIAS, March 19 to 23, direct feedback and research have helped us curate an experience that will establish a new bar for our event.
This year, the celebration will start with the Gala Reception on opening night, when dealer members, associate members, manufacturers, government representatives, media partners and friends of the New Car Dealers Association (NCDA) come together to celebrate our sector. Gourmet canapes, food stations and fully stocked liquid refreshments will satisfy the appetite, while a live DJ will set the vibe, and interactive activities will keep guests entertained.
We are also thrilled to host a 50/50 charity raffle this year, raising funds for the New Car Dealers Foundation. Half of the proceeds will go to a lucky jackpot winner and the remainder will support the CarCareerBC grant program, which assists aspiring workers and students en
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route to their careers in the automotive industry. The winning ticket will be drawn the last day of the auto show.
Now for the main course: more than 30 brands will be represented at the 2025 VIAS— covering all 300,000 square feet of display space. In fact, due to overwhelming demand, we are simply out of space now.
We wish to thank those brands that demonstrated support when the VIAS planned its return last year and have done so again this year. For those that cannot be accommodated, we hope to see you in 2026, as we once again aim to expand our event footprint.
The full spectrum of automakers have stepped up their game to compete in the performance space. Our EV and PHEV Test Drive Experience has morphed into something special this year, with 47 BEVs/PHEVs from 16 different manufacturers featured.
New to the VIAS in 2025 will be the Elite Dream Machines. This will be an ultimate performance showcase to supercar culture, featuring powerful and luxurious vehicles from iconic brands like Ferrari, Lamborghini, McLaren, Porsche, Pagani, Koenigsegg and more! Each
Continued on page 16
Get in touch today.
KSW Lawyers
Christopher Drinovz cdrinovz@kswlawyers.ca 604-507-6192
Christopher Drinovz Partner, Employment Law
Michael Weiler
mweiler@kswlawyers.ca 604-336-7423
Cover Story
Continued from page 15
car is a personally owned vehicle, generously made available by their owners for this exclusive viewing, and will allow car enthusiasts a rare chance to witness the art and innovation that define these elite vehicles.
Among the many features for 2025 will be the return of Supercar Eleganza. Building on the spectacular success of last year, it will be back with an even more extraordinary showcase of luxury supercars, featuring iconic models from high-performance brands and rare gems from exclusive private collections.
A must-see feature and one that graces the covers of this edition of Signals is the SSC Tuatara Striker, which will be making its Canadian debut. The fastest production car in the world is described as an heir to the fighter jet approach, which is engrained in the design and experience of the next generation hypercar, by SSC North America.
Another must-see feature of this year’s show will take you “Back to the Future!” Project Velocity will be honouring one of the most
beloved movie franchises of all time, bringing three vehicles from the series to life. Fans will be able to view an authentic replica of the DeLorean Time Machine—complete with its flux capacitor—and Marty McFly’s Toyota 4×4 (pictured above).
Participants will even be able to get up close with Biff’s classic 1946 Ford Super Deluxe
convertible. It’s the perfect fusion of pop culture and automotive history, and this tribute will be a nostalgic journey through time you won’t want to miss!
Yes—the Vancouver International Auto Show is back, stronger than ever, and we hope to see you there, between March 19 and 23.
NCDA is the only BC organization with boots on the ground, testing candidates for practical competency with Canadian Red Seal Certified instructors.
• A recent MNP study shows that the AST shortage is long term (+7 years) and estimates more than 6,000 current vacancies nationally
• An annual non-realized revenue of $465K-$675K in parts and labour per tech vacancy
• Candidates have a minimum of 5 years of OEM experience and have OEM certification in the country of current residence
• Candidates cannot leave and work for your competitors during work permit duration
• Candidates are fluent in English, both spoken and written
• Turnkey solution with all legal documentation and medical tests included
• All photos are of actual testing sessions/interviews
• Recruiting for: AST’s, body shop, painters, detailers, service advisors, glass techs, heavy truck, heavy equipment, powersport
Program Supporters:
Provinces
Road Trip Survival
Hit the highway with tips to make your ride smoother
BY SUSAN LUNDY
Two adults, aged 58 and 63.
One four-year-old, 20-pound dog.
An older-version Honda CR-V. Twenty-nine states.
Fifteen thousand kilometres. One new starter; four new tires.
Last November, my husband, Bruce, our dog, Zorro, and I took off from the West Coast of Canada and over the next nine days cut across Washington, Oregon, Idaho and Utah to Santa Fe in New Mexico, where we turned and headed east. The Texas panhandle, Oklahoma, Arkansas, Tennessee, Washington, DC, Virginia, New York...Eventually, we landed in Connecticut, where our daughter had recently birthed our first grandchild.
Three months later, now February, we headed home, giving ourselves two weeks and averaging six hours of driving per day. Hugging the US coast, we drove through Virginia, North and South Carolina, Georgia, Florida, Alabama, Mississippi and Louisiana, and then followed the US/ Mexican border through Texas, New Mexico, Arizona and California.
It was an epic adventure.
Road trips have always been our happy place, and this was no exception. In a perfect world, we would have had more time to experience the flavours of each destination; as it was, the trip served up an appetizer tray. There were a lot of spots—Savannah, San Antonio, Santa Fe— where, hopefully, we can return one day to experience the full-meal deal.
But in the meantime, we learned a lot about preparing for a road trip and living on the road. So, here are our some of our survival tips.
Choosing the wheels
We explored ideas around buying an RV. We also looked at a conversion kit that transforms an SUV into a sleeping unit and considered mixing camping with hotel stays. But adding up fuel economy, comfort and easy-to-access car parts should a breakdown occur, we ultimately decided to take our trusty CR-V.
Prepping the wheels
We put a lot of thought into car organization and purchased several items.
• We invested in a cushy, dog-specific car seat for Zorro. It attached to the back backseat and to his harness, giving him a comfortable spot for spending hours in the car and keeping him safer should an accident occur.
• We bought a travel tray that sat between us just below the dashboard. Attached to one of the console’s cupholders, it gave us a total of three cupholders instead of two and provided a useful area to put things as we drove: snacks, phones, keys, coins….
• Rest stops are great—stop when you see one! But a lot of the time on the road there is simply no place to pee, and that is when your hand-held unisex urinal becomes the most beloved item in your vehicle.
• Trail mix in the glove box. On the road, you spend a lot of time hungry, often with few dining options. We travelled with a small cooler for Zorro’s food and a few canned drinks, plus a bag in the backseat of the car with additional snacks. But what we dove into most often was that trail mix in the glove box.
Overnights
Our initial plan was to go economy level on the hotels—after all, we’d be arriving in the early evening and leaving in the early morning. But after our first night in a motel that had thin walls and questionable bedding, we upgraded that plan. We also discovered what is probably obvious; better hotel deals are found in smaller areas outside urban centres.
We booked through a third-party app because it was super easy to use, filtered out non-pet-friendly hotels, gave us essential information and reviews, and rewarded us with a couple of free stays. (However, there are risks booking with third-party apps; for example, when I booked a hotel for the wrong night, I was unable to get a refund.) We looked for pet-friendly hotels with fridges and free parking, often choosing suites with kitchens.
Most of the hotels we selected early in the trip had a pet fee of around $25 USD, so we were shocked to walk into a hotel in Nashville and fork over $100 USD for Zorro. It turned out that the $25 pet fees were the exception, not the norm, and it became essential when booking hotels to check the pet fee in advance. Some hotels can charge up to $150 USD for a pet—sometimes close to the price of the hotel room itself.
Here is another hotel hot tip: if you are using a cooler and your hotel room doesn’t have a freezer compartment in the fridge, use the ice machine to keep your cooler cool.
Gastronomy
As usually happens with us on the road, we quickly settled into a routine of eating breakfast, a midday snack and a larger, late-afternoon or
early-evening meal. The biggest tip here is: American restaurants serve up huge portions, so we helped our budget by ordering one entree to share, or a main and a side dish—and always had enough food for the two of us.
Travelling with a dog complicates eating out. Breweries, we discovered, are the best place to find pet-friendly dining and in warmer climes, of course, pet-friendly patios abound.
Fuelling up
We stopped for gas at least once a day. Often, when paying for gas with a credit card in the US, you’ll be asked to enter a ZIP code—creating a conundrum for Canadian travellers. To solve this, enter the three numerical digits contained in your postal code followed by two zeros. (So, our postal became 82200.) It took us a few stops to learn this, so
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another hot tip is to carry cash. Our credit cards didn’t always work, and my debit card rarely worked, so we used a lot of cash.
Getting cash out of a bank machine? Look for Toronto Dominion or Wells Fargo, as a lot of other banks are hit and miss for accessing funds with Canadian debit cards.
Navigation
Bruce, bless his heart (as they say in the deep south), loves his maps, and at the start of the trip he spent considerable time looking at the maze of highways in our map book, trying to remember exit numbers, while I basically rolled my eyes and opened the Maps app on my phone.
We were really impressed with the US highway system. You could get anywhere you wanted with about 10 route options. But when it comes to exiting one highway for another highway again and again, there is nothing like having Siri guide you through it. We used the Maps app on our iPhones, which kept distance prompts in kilometres, leading to more instinctual timing estimations.
Our friend Siri also let us know if there were road condition issues (accidents, flooding, debris on the road), offering to change our route on the fly, and alerted us to speed traps.
Ultimately, road trips benefit from what I consider the four cornerstones of happy travel: forethought, flexibility, spontaneity and acceptance. Be thorough in your planning but prepare to change it on the fly and accept that things might go differently than anticipated.
But there’s nothing quite like being on the road, and we can’t wait to pack up the car again and hit the highway for further adventures.
Consumer Complaints Up Ways dealerships can address this
In this short article, the Vehicle Sales Authority (VSA) would like to share an update on a concern we are noticing among vehicle buyers in BC. Between April 1, 2024 and December 31, 2024, the VSA recorded a 12.6 per cent increase in consumer complaints compared to the same period in 2023 (949 complaints versus 843).
Of these 949 complaints, 126 (13 per cent) were found to be substantiated. The remainder of the complaints fell outside the VSA’s jurisdiction. What is prompting consumers to file unsubstantiated complaints? From what we see and hear, many stem from miscommunication, by feeling rushed at the dealership or having unmet expectations.
Addressing these three issues requires patience, properly qualifying consumers, understanding their expectations and clearly communicating your offerings. If a consumer appears confused or struggles to follow along, slowing down the process can help ensure clarity and improve their understanding. Regularly check in with customers to ensure they comprehend the information and that their expectations are being met. Taking a few extra minutes at the dealership to ensure this understanding could prevent hours of dealing with an upset customer who files a complaint with the VSA.
Remember, if a customer has filed a complaint with the VSA, you know they are not speaking favourably about your dealership with others.
For more information and resources visit vsabc.ca.
Bridging the Gender Gap
Dealerships can no longer afford to take a passive approach to workforce diversity
The automotive dealership sector has long been male-dominated. According to the Canadian Automobile Dealers Association’s (CADA) 2024 National Workforce Study, women make up only 23 per cent of employees in new car dealerships, a figure that has remained stagnant since 2023. This persistent lack of gender diversity is more than just a statistical anomaly; it represents a significant missed opportunity for dealerships to tap into a broader talent pool, better connect with customers and strengthen their long-term competitiveness in an evolving market.
Why gender diversity matters
Building a gender-diverse workforce isn’t just about meeting quotas; it’s about creating a business advantage. Expanding the talent pool is crucial in today’s competitive labour market, where attracting and retaining top talent is increasingly challenging. By limiting recruitment to traditional demographics, dealerships risk overlooking highly qualified and capable candidates who could bring fresh perspectives and skills to their teams.
Gender diversity also resonates with customers. Women influence a significant portion of vehicle purchases, from initial research to final decisions. Having a workforce that mirrors this demographic can create a sense of trust and relatability that strengthens customer relationships. When female customers see themselves represented among dealership staff, it fosters confidence and a deeper sense of connection to the business.
Moreover, dealerships that embrace diversity are better positioned to attract younger employees. Millennials and those from Generation Z, who now make up a significant portion of the workforce, prioritize workplaces that value inclusion and equity. Dealerships that reflect these values are both more appealing to these generations and better equipped to meet the demands of a modern, socially conscious workforce.
Building a more inclusive workforce
The journey toward greater gender diversity begins with rethinking recruitment strategies. Traditional hiring methods often fail to reach a diverse audience. Dealerships can broaden their outreach by advertising
roles on platforms designed to attract underrepresented groups and by hosting recruitment events that emphasize inclusivity. Additionally, featuring diverse employees in marketing materials can signal a welcoming and progressive workplace culture.
Once new talent is onboarded, dealerships must focus on retention through structured career development opportunities. Clearly defined career paths, transparent advancement policies and robust mentorship programs can help employees envision a long-term future with the organization. Investing in skill development not only enhances employee satisfaction but also equips the dealership with a more capable and committed workforce.
Creating a culture of inclusion is equally critical. Dealerships must implement family-friendly policies, such as flexible work arrangements, to accommodate the diverse needs of their staff. Enforcing zero-tolerance policies against harassment and fostering open dialogue about inclusion are essential for building trust and support within the team. Leadership also plays a pivotal role in setting the tone for inclusivity; dealership principals must model behaviours that reflect the values they wish to embed in their organizations.
The business imperative
Dealerships can no longer afford to take a passive approach to workforce diversity. The talent is out there, ready to contribute, but without an inclusive environment and clear progression pathways, potential candidates will look elsewhere. By taking deliberate steps to attract, retain and support a gender-diverse workforce, dealerships bridge the gender gap and position themselves as industry leaders.
Ultimately, gender diversity is about more than fairness; it’s a strategic imperative. A diverse workforce drives innovation, strengthens customer relationships, and enhances overall business performance. For dealership owners and principals, embracing these changes is not just the right thing to do, it’s the smart thing to do. The future of the automotive retail industry depends on its ability to evolve, and gender diversity is a key piece of that evolution.
To learn more, contact Ryan Calder, MNP’s BC Dealerships Leader, at Ryan.Calder@mnp.ca
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BC Increases ZEV Adoption Rates
CleanBC program updates
According to StatsCan, British Columbia continues to demonstrate strong ZEV adoption rates. The adoption rate increased to 22.7 per cent in Q3 2024 from 19.8 per cent in the previous quarter.
In Q3 2024, BC maintained 17.0 per cent of the national ZEV market (a drop from 18.5 per cent in previous quarter), indicating sustained interest in eco-friendly vehicles among its population.
During 2024 (January to December), the number of units paid out for vehicle applications under the CleanBC Go Electric Passenger Vehicle Rebate Program amounted to 24,810 vehicles, after considering rebate returns and other adjustments.
For 2024, there were 19,069 new reimbursement submissions. Comparing Q4 of 2023 to Q4 of 2024, the program saw a decrease of 78 per cent in new submissions (7,526 to 1,692).
Federal iZEV program pause
During January 2025, Transport Canada announced it has paused the Incentives for Zero-Emission Vehicles (iZEV) program. Due to the popularity and increased demand for the program in recent years, the funds allocated to support the iZEV program have been completely committed ahead of schedule.
For more information on the changes, visit tc.canada.ca/node/34817
EVs are Gaining Traction
There is more interest than ever Canadian car buyers to get behind the wheel of an EV (Electric Vehicle).
We asked them what's fueling their interest in EVs and what's holding them back.
So, how can you enhance your sales pitch to attract these buyers? Go to carfax.ca/insights
Navigating the Challenges of 2025
Key risks dealerships need to watch
As we step into 2025, the automotive dealership landscape continues to evolve, bringing unique challenges and opportunities. The shift toward electric vehicles and alternative fuel solutions is transforming the industry, while new risks demand attention. To stay ahead, dealerships must focus on prevention and risk mitigation. Rising claim costs and insurance rate increases are impacting dealerships nationwide, making proactive strategies essential. At HUB, we’ve identified three critical areas dealerships should prioritize: vehicle theft, cybersecurity threats and natural disasters.
Combating vehicle theft
Vehicle theft continues to rise, posing significant threats to dealership profitability and operations. Thieves are becoming increasingly sophisticated, targeting vehicles on lots and in transit. To address this, the Canadian Automobile Dealers Association (CADA) has partnered with RecovR. This innovative solution enhances lot management and facilitates quick theft recovery, helping dealerships protect their inventory and reduce losses. Taking a proactive stance on theft prevention keeps assets safe and strengthens customer trust.
Strengthening cybersecurity
Dealerships are prime targets for cyberattacks due to the sensitive data they handle. Recent incidents have highlighted the devastating financial and operational impacts of ransomware, data breaches and
system interruptions.
HUB offers tailored cyber insurance solutions that protect against these threats while also supporting preventive measures like employee training and system audits. A comprehensive cybersecurity plan ensures dealerships can confidently navigate today’s digital landscape.
Preparing for natural disasters
From forest fires to floods and hailstorms, natural disasters are becoming more frequent and severe. These events can damage inventory and disrupt operations, leading to significant financial losses.
HUB helps dealerships prepare by assessing their risk management plans, ensuring adequate coverage and implementing measures to minimize damage. Securing vehicles during severe weather and fortifying facilities are critical steps in protecting against natural disasters.
Building a resilient future
As the automotive industry evolves, the risks dealerships face also evolve. At HUB, we aim to create a more sustainable, cost-effective program for our clients by helping reduce claims and adopt best practices. Fewer claims lead to lower costs and more competitive rates, supporting the long-term success of dealerships. By focusing on prevention and risk mitigation, dealerships can navigate the challenges of 2025 and emerge stronger in a rapidly changing industry.
Driven by Support:
Ariel Taylor’s journey to Special Olympics Team Canada 2025
The New Car Dealers Association of BC is among Special Olympics BC’s longest-standing champions. It’s our privilege to share stories showing the difference you make by supporting Special Olympics BC. Your support helps create experiences of joy, friendship, empowerment, skill development, and health improvements for more than 3,000 athletes with intellectual disabilities in 55 BC communities.
Ariel Taylor has found purpose, friendship and fitness with year-round Special Olympics programs for more than 17 years.
The Special Olympics BC–Coquitlam athlete has excelled in competition, representing BC in 2014, 2020 and, most recently, at the 2024 Special Olympics Canada Winter Games in Calgary, taking home six snowshoeing medals for the province.
“My goal at the National Games was to do my personal best and to qualify for the World Games,” Ariel said.
Ariel’s dedication to sport paid off in a big way—she reached her goal in qualifying for the 2025 Special Olympics World Winter Games in Turin, Italy, where she will join 26 other Canadian snowshoe athletes to represent Canada on the world stage from March 8 to 16, 2025.
“Competing alongside my friends and fellow athletes makes me feel happy and proud. I love to have fun and laugh with my friends,” says Ariel. “Special Olympics is a big part of my life. It is fun, I make new friends, I meet new coaches and I get to travel to different places.”
Ariel’s Special Olympics journey began with basketball, but didn’t stop there. Over the years, she has trained and competed in a variety of sports, including athletics, five-pin bowling, soccer, snowshoeing, bocce and Club Fit.
“Before I became a Special Olympics athlete, I knew very little about sports. Special Olympics has given me many new opportunities. I have tried new sports, won medals, met new people and made lasting friendships,” Ariel says.
Tina Taylor, Ariel’s mother, says Ariel has come a long way since starting with Special Olympics 17 years ago, highlighting how Special Olympics has been pivotal in Ariel’s independence.
“She has travelled with Special Olympics teams and organizers to Kamloops, Vernon, Calgary, Thunder Bay and soon, Italy…all without our direct involvement as parents,” says Tina. “This is a huge step for her, and these are opportunities that she simply would not have had if it weren’t for her involvement with Special Olympics.”
Tina doesn’t know what their lives would be like without Special Olympics.
“It’s difficult to see your child being shunned by fellow classmates, not being included in play dates and not being able to participate in sports,” Tina says.
“Special Olympics sports bring our special children together in a safe, accepting community and allow them to compete at their own level, and share in the thrill of victory and the disappointment of defeat.”
Ariel Taylor joins the rest of the Special Olympics Team Canada 2025 Training Squad snowshoers for a picture at their first training camp in Calgary.
Ariel Taylor has represented Special Olympics Team BC in 2014, 2020 and 2024. Ariel is seen here at the 2020 Special Olympics Canada Winter Games in Thunder Bay receiving a medal!
Special Olympics BC’s year-round sport, youth and health programs continue to empower athletes with intellectual disabilities of all ages in 55 communities around the province. There are many rewarding roles within the organization’s joyful programs, and everyone who wants to change lives through sport can visit specialolympics.bc.ca to learn more.
MAKE A Difference
Bid from April 7 to 10
Start your engines: the Auction for Athletes is back for another year of driving life-changing support for two impactful charities!
The online auction raises vital funds to empower Special Olympics athletes with intellectual disabilities and help the New Car Dealers Foundation of BC award automotive industry grants and scholarships.
Whether you donate an item or place a bid, your generosity directly impacts the lives of Special Olympics athletes.
The auction features sought-after items and experiences, including new cars, electronics, autographed memorabilia, sporting goods, gift cards and more.
Change lives today! To learn more, please visit www.auctionforathletes.com
Putting New Canadians in the Driver’s Seat
Introducing the enhanced “New to Canada” vehicle financing program
Every year, thousands of newcomers arrive and settle in Canada. Buying a vehicle is often considered among the top five financial goals of new Canadians, and your role in helping new residents acquire transportation can go a long way in expanding your customer base and building customer loyalty.
At TD Auto Finance, we recognize the challenges newcomers face, particularly those with limited or no Canadian credit history. That’s why we’re proud to introduce an enhanced “New to Canada” vehicle financing program to better support this group, available through authorized TD Auto Finance dealers.
Our New to Canada program was developed to offer financing for new Canadian residents and foreign workers within their first five years of arriving in Canada.
In addition to experiencing TD’s award-winning service, dealerships and their customers can benefit from industry-leading programs, available for both permanent residents and foreign workers. These programs include longer repayment terms, increased loan amounts and lower down payments across certain financing programs.
In addition to vehicle financing, TD offers a comprehensive suite of banking solutions tailored to the needs of newcomers. With over 1,000 branches nationwide— many with extended hours—and advisors fluent in more than 80 languages, TD is committed to supporting newcomers at every stage of their financial journey.
For more information on TD Auto Finance’s New to Canada program, contact 1-855-832-8861 or reach out to your TD Auto Finance Dealer Relationship Manager.
Unlock New Audiences
The power of audio advertising
In a world dominated by visual content, many are finding a refreshing escape in audio entertainment, with podcasts becoming a go-to source for unwinding and learning. As terrestrial radio listenership declines, monthly podcast consumption has surged by 68 per cent. Today, over 17 million Canadians listen to podcasts each month.
The mindset of a podcast listener differs from someone browsing a news feed, streaming a song or watching a TV show. Podcast listeners have made a conscious choice to engage with longform content, often while doing other tasks like chores, walking or driving. This creates a unique opportunity for deeper connection and message retention, as podcasts become seamlessly integrated into the listener’s daily routines.
Clicking play on this audience
The rise of podcast listening offers a unique opportunity for dealerships to target new customers in an environment where they are engaged and open to absorbing new information.
The auto industry continues to invest heavily in display and video advertising, making the podcast space less crowded. This makes it an undervalued yet highly effective medium that complements digital research and audio consumption habits. According to the SiriusXM Podsurvey User Study, 91 per cent of listeners take action after hearing a podcast ad, highlighting its effectiveness in reaching customers.
During the research phase of buying a new or pre-owned vehicle, six in 10 consumers visit OEM or dealership websites. Additionally, more than half of those researching and shopping for vehicles online do so while listening to audio content, presenting a golden opportunity for dealerships to speak directly to potential buyers when they’re most receptive.
Let’s talk: podcast advertising with SiriusXM
The SiriusXM Podcast Network owns 25 per cent of the top 100 podcasts in Canada—more than any other podcast network. SiriusXM Media offers the opportunity to reach these listeners, no matter where they stream—even on other platforms.
SiriusXM Media offers powerful tools to pinpoint when, where and how your message will resonate most effectively with your target demographic. This platform allows for an incredible level of personalization and targeting, optimizing your ad budgets and maximizing impact and action taken by your customers.
To learn how SiriusXM can help you unlock new audiences, please reach out to Dinesh Devadas, sales executive with SiriusXM Media, at Dinesh.Devadas@siriusxm.com.
The New Car Dealers Association of BC would like to acknowledge these fine companies for their support of the association’s activities.
OFFICIAL SUPPLIERS
CADA 360 programs are unique. Each program is designed under the guidance of a dealer committee, and participating dealers become stakeholders in the programs. “It all comes back to you” is more than a tag line: it’s a guarantee to association members. The end result is a powerful combination of industryleading business solutions for health and wellness benefits and exceptional dealer representation. CADA also supports the development of automotive leadership through its partnership with the Automotive Business School of Canada. cada.ca
First Canadian Financial Group is a national, privately chartered life insurance company that offers life and disability insurance coverage on consumer loans through automotive dealership financial service offices. Since September 1988, the First Canadian Financial Group has been marketing its insurance, mechanical breakdown protection, and protection product programs through automotive, RV, and marine dealers across Canada with tremendous success. firstcanadian.ca
Premier Partners
SILVER LEVEL
OPENLANE The best of ADESA Canada and TradeRev in an all-new combined OPENLANE Canada marketplace. openlane.ca
CARFAX Canada, a unit of IHS Markit, is Canada’s definitive source of automotive information, delivering vehicle history, appraisal and valuation. Drawing on billions of data records from thousands of unique sources, its products enable used vehicle buyers and sellers to make informed decisions. Formerly known as CARPROOF Corporation, CARFAX Canada is dedicated to transparency, and is trusted to provide impartial and comprehensive information to dealerships, vehicle manufacturers, consumers, major auctions, governments, insurance providers and police agencies. carfax.ca
BRONZE LEVEL
SiriusXM is the country’s leading entertainment company. SiriusXM creates and offers commercial-free music, premier sports talk and live events, comedy, news and exclusive talk and entertainment. SiriusXM is available in vehicles from every major car company, smart phones and other connected devices as well as online. siriusxm.ca
Michael Mason & Co. has been manufacturing and supplying for the automotive industry since 1967. It has products for every department within your dealership. Michael Mason & Co. fabricate products at factories in British Columbia, Canada. michaelmason.ca
The CADA is the national association representing new car and truck dealers. Acting as the voice of the dealers at the national level, CADA serves as an advocate to government, industry and the public.
The New Car Dealers Association of BC is a proud member of the Canadian Automobile Dealers Association (CADA).
Associate members of the New Car Dealers Association of BC provide vital products and services to dealer members, allowing them to do business with greater cost effectiveness, environmental responsibility and general efficiency.
