Automotive News Canada - June 2018 - v2 - 20

20

* JUNE 2018

Skype-like vehicle tours draw
new customers to Porsche

New technology allows
customers to watch
on their computers as
sales staff shows them
everything they ask to see
By PERRY LEFKO

TORONTO CORRESPONDENT

A PILOT PROJECT THAT PORSCHE
AG began with Porsche Centre Oakville.
Ont., allows customers to view automobiles at the dealership without physically being there. It could be the next big
breakthrough in buying automobiles
online in Canada.
Located about halfway between
Toronto and Hamilton, the store was
chosen last August by Porsche's global
head office to become the first Canadian
location to test the system, called Go
Instore.
The company's website has a banner called Live Video Chat that connects customers to a concierge, who
then connects the call to the sales
Porsche Centre Oakville salesman Ajeet Kapila says the store has shipped cars
department. Sales staff, wearing headto Ohio and British Columbia after online video walkarounds. P H O T O : P E R R Y L E F K O
sets and a smartphone, provide live
walkarounds of the vehicle. The cuswho have sourced the dealership for a
ers want to be communicated to."
tomer, who is not seen, can ask to be
specific car, especially with used modHe said the number of video calls his
shown specific features or details of
els, but don't have the time to visit the
dealership would conduct
the car.
centre.
compared to internet leads
"It's the difference
"I've personally done it a couple
or phone calls or walk-ins
between sitting at your
times with clients looking at pre-owned
to the showroom is still
desk and taking a phone
vehicles that might live a distance from
relatively low.
call versus approaching
here," Kapila said. "With pre-owned
a customer who is walkDIFFERENT VIEWS
cars it's a unique vehicle. I've had a
ing into the showroom and
client from Ottawa looking at a used
Nicole Trivieri, Porsche
wants more information
[Porsche] Boxster and I did a virtual
Centre Oakville marketing
to potentially purchase a
walkaround on the vehicle for him so
coordinator, said the Go
car," said Porsche Centre
he could see it up close, see the car in
Instore feature gives cusOakville Dealer Principal
motion and in detail while he's making
tomers an exclusive look
Francesco Policaro, who
his purchase decision. He made his deciin a different way.
is also CEO of Policaro
sion without even coming into the store.
"A lot of shopping,
Automotive Family.
He made it off of the walkaround.
"We're still educating
whether it's for clothes
our customers. It's not
and now automotive, is
NO SURPRISES
technology that is common- Nicole Trivieri, Porsche
being done online, so it's
ly used. A customer that
Centre Oakville
"What we represent is what it's going
giving you that personal,
is going online isn't necesmarketing coordinator,
high-end luxury shopping
to be," Kapila adds. "I got close-ups
says the live video
sarily looking for that as a
experience for a vehicle
of any stone chips on the car for him.
walkarounds personalize and putting it into a virtuway to communicate.
He knew exactly what he was getting.
online shopping.
"This is a hybrid of the
al twist," she said.
There was no surprise when the car was
two. It's well received, and P H O T O : P E R R Y L E F K O
Ajeet Kapila,who has
shipped to him. Whether it be a colour
we love the innovation. It's
been selling cars for 15
combination or the options, we can't put
kind of pushing the boundaries of where
years, said the new system is an examan order into a pre-owned factory and
this industry is headed and how customple of communicating with customers
get a car."
Kapila said he's worked with clients
from across Canada, including one in
British Columbia interested in a 2012
911 Turbo Cabriolet, and shipped a
2008 911 Turbo Cabriolet to a customer
in Ohio.
The 54,000-square-foot (5,000-square
Customer Satisfaction Award for
metre) dealership, which opened
Porsche Dealers in Canada based on
DIRECT COMMUNICATION
in 2013, is part of the Policaro
online reviews.
He said it has taken some time to
Automotive Family.
become accustomed to this type of con* PCO has developed patented customsumer engagement.
* The Go Instore service that began at
er interactive software and has entered
"Any new technology or any new
Porsche Centre Oakville (PCO) has
into an agreement with a manufacturer,
process always takes some ramping up,"
expanded to Porsche Centre North
but has a non-disclosure agreement.
he said. "You've got to keep innovatToronto, Porsche Centre Rive-Sud
* Dealer Principal Francesco Policaro,
ing and doing new things. It's good that
(Montreal), Porsche Centre Langley
along with his two brothers and his
way."
(British Columbia), Porsche Centre
father, began Policaro Automotive
Kapila estimates he does a live
Saskatchewan (Saskatoon), Porsche
Family 40 years ago. The family has
walkaround tour about once a week.
Prestige (Montreal) and Porsche of
eight franchises with six brands: Acura,
He said when customers first saw
Halifax.
BMW, Honda, Lexus, Toyota and
the banner on the site they might have
* PCO received the Porsche Premier
Porsche.
expected a virtual tour instead of someDealer Award in Canada for the
one communicating directly.
* PCO owns two cars in the GT3 Cup
fourth consecutive year in 2017. The
"It's also getting the customers eduChallenge
Canada
Series.
store also received the DealerRater
cated and used to it [the technology] as
well," he said. - ANC

PORSCHE CENTRE OAKVILLE

Aston owner
sues over
$135K
repair bill
By ERIC FREEDMAN

LEGAL CORRESPONDENT

A CUSTOMER HIT WITH
a $135,546 tab to repair her
underinsured 2014 Aston
Martin DB9 is suing a
Vancouver dealership, the
manufacturer and a British
Columbia repair shop for
$300,000. The suit accuses
them, among other claims, of
breach of contract, collusion
and taking advantage of Bonan
(Jessica) Liu's "considerable
personal wealth" and the fact
that English isn't her first language.
The defendants deny the
allegations, call the suit frivolous and have counterclaimed
for defamation and breach of
contract.
Liu bought the DB9 from
Aston Martin Vancouver in
2015 for
$200,000,
according
to court
documents.
It was damaged in a
single-car
crash six
months
later. The dealership made
some repairs and recommended Burrard Autostrasse
Collision, in Vancouver, for
the rest.
According to British
Columbia Supreme Court
documents, the shop's initial estimate was $23,969,
but increased to more than
$130,000. Liu paid a $50,000
deposit but claims she later
cancelled her authorization.
The shop completed the
repairs and is holding the vehicle pending payment of the
$85,586 balance plus $200-a-day
storage charges, court papers
said.
According to filings, "the
car was not fully insured to
cover the cost of the damage"
and the dealership "denies that
it was aware that the car was
not fully insured."

TRIBUNAL RULES THAT
DEMO BUYER HAS NO CLAIM
A customer who bought a
demo 2016 Sprinter cargo van
from a Mercedes-Benz dealership in Victoria, B.C., isn't
entitled to a $5,000 refund for
cosmetic damages that were
visible at the time of the deal,
the British Columbia Civil
Tribunal has ruled.
Tribunal member Kate
Campbell rejected Wieslaw
Konderski's argument that he
couldn't have inspected the
vehicle. He signed a contract
"agreeing that he was satisfied
with the van's condition at the
time of purchase," she said.
- ANC



Table of Contents for the Digital Edition of Automotive News Canada - June 2018 - v2

Automotive News Canada - June 2018 - v2 - Intro
Automotive News Canada - June 2018 - v2 - 1
Automotive News Canada - June 2018 - v2 - 2
Automotive News Canada - June 2018 - v2 - 3
Automotive News Canada - June 2018 - v2 - 4
Automotive News Canada - June 2018 - v2 - 5
Automotive News Canada - June 2018 - v2 - 6
Automotive News Canada - June 2018 - v2 - 7
Automotive News Canada - June 2018 - v2 - 8
Automotive News Canada - June 2018 - v2 - 9
Automotive News Canada - June 2018 - v2 - 10
Automotive News Canada - June 2018 - v2 - 11
Automotive News Canada - June 2018 - v2 - 12
Automotive News Canada - June 2018 - v2 - 13
Automotive News Canada - June 2018 - v2 - 14
Automotive News Canada - June 2018 - v2 - 15
Automotive News Canada - June 2018 - v2 - 16
Automotive News Canada - June 2018 - v2 - 17
Automotive News Canada - June 2018 - v2 - 18
Automotive News Canada - June 2018 - v2 - 19
Automotive News Canada - June 2018 - v2 - 20
Automotive News Canada - June 2018 - v2 - 21
Automotive News Canada - June 2018 - v2 - 22
Automotive News Canada - June 2018 - v2 - 23
Automotive News Canada - June 2018 - v2 - 24
Automotive News Canada - June 2018 - v2 - 25
Automotive News Canada - June 2018 - v2 - 26
Automotive News Canada - June 2018 - v2 - 27
Automotive News Canada - June 2018 - v2 - 28
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Automotive News Canada - June 2018 - v2 - 30
Automotive News Canada - June 2018 - v2 - 31
Automotive News Canada - June 2018 - v2 - 32
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