Automotive News Canada - February 2020 - v2 - 8

8

* F E B R U A R Y 2020

Car lines line up to woo customers
By JIL McINTOSH

OSHAWA CORRESPONDENT

BRAD EVANS

CONVINCING SUBARU JAPAN
THAT CANADA ISN'T 'USA LITE'

VEHICLES DON'T SELL
themselves; they need the
right features at
the right price. At
Subaru Canada, it's
up to car-line manager Brad Evans to
tailor the products to
customers.
"Canada's the
third-biggest market for Subaru and
we work very closely with our counterparts in Japan. We impress on
them that we're not just 'USA
Lite,' and we work to continually show that Canadian buyers have different needs."
Evans, 35, splits the workload with another manager.

Both are in charge of pricing,
profit calculations, number of
trims and vehicle variants.
He earned a degree in aerospace engineering at university, "but graduating when I did
in the middle of the recession,
jobs were scarce in aerospace,
and I did marketing at auto
shows."
That led to a
position in customer relations at
Mercedes-Benz, "but
my eye was always
on product management. I'm a car person, and in Canada,
that's the closest
we typically get to
design or engineering."
He spent two years in product planning at Hyundai,
working primarily on electric
vehicles before moving to his
current job at Subaru in early
2018.
"My biggest challenge is
that we've got a very diverse
set of customers. I'll work on
Ascent [SUV] and BRZ [sports
car], which obviously serve
two different purposes, and
you have to juggle the mindset
to make the right choices."
The BRZ has been offered
in special editions and Evans
worked on the Canada-specific
2019 BRZ Raiu, which means
"thunderstorm" in Japanese.
"I saw one the other day

and it had a custom licence
plate with RAIU on it. I came
up with the name [for the car],
and someone went to the trouble of adding a plate with that.
The most rewarding and fun
part of the job is seeing a car
drive past, and you know you
packaged it that way."

JIM DICKIE

A BANK'S 'AUTO-DEALER GUY'
TRAINS THE NEXT GENERATION

WHAT DOES A BANKER
know about the auto industry? Enough to teach students
about it, as Jim Dickie does as
a professor at the Automotive
Business School of Canada at
Georgian College in Barrie,
Ont.
"We think automotive is a
great business, and we're trying to train the leaders for
that business," said Dickie, 59.
"The industry is huge, and
we try to help them fit into car
sales, aftermarket, and manufacturers. We even support
services such as [auto] finance
and banking, or high-level
marketing programs."
Dickie's father was a
district sales manager for
General Motors in Atlantic
Canada.
"At 12, I went to a grand
opening of a dealership with
my dad, and I was fascinated.
I drew up floor plans for my
own dealership."

Brad Evans works with a Subaru team in Japan to massage the
vehicle lineup for Canadian buyers. He came up with the Raiu
name for a special model of the BRZ sports car.
PHOTO: JIL MCINTOSH

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One of Sandra Cristina's biggest
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He worked summers at
GM's parts warehouse in
Moncton, N.B., while studying
business at university.
"I wanted to be a GM
employee, but it didn't work
out. I went to a bank that
worked predominantly with
dealers, and I became a bit of
the 'auto dealer guy' there.
I was there for 23 years, and
then took early retirement
and came [to the college] as
a banker teaching finance.
It wasn't an obvious move to
become a faculty member,
but people realized I had been
involved in the industry."
Most students are straight
out of high school, but some
are older.
"We see a number of
wrench-turners who have
their ticket as a mechanic, but
they realize to move up, they
need management skills.
"There's a huge demand for
people to go into the industry
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Auto_News_Canada_3X6_FEBRUARY_01_28_20.indd 1

SC 13120

1/29/20 10:57 AM

Jim Dickie turned his love
of the auto industry into
a profession, training the
next generation of business
leaders within it.
PHOTO VIA JIM DICKIE

SANDRA CRISTINA
A SIMPLE DELIVERY
IS NEVER SIMPLE

THERE'S AN INCREDIBLE
amount of work to be done
before a car goes home with
a customer, and at Midtown
Honda in Toronto, the job falls
to Sandra Cristina.
"I'm the assistant for the
five financial managers, and
they leave the files on my
desk," said Cristina.
"I contact the customer to
book a time for the delivery, I
send them an email with their
insurance information, and
I get the financing or leasing
information. I find the bill of
sale, make up the work order
for the PDI, accessories and
cleaning, and a safety if it
needs it, and I do all the licensing.
When she started out,
Cristina was handling 180 cars
a year. "And now I'm doing
350. They finally gave me a
co-worker, Pauline Salanga,
and I wouldn't get anything
done without her."
Cristina, 55, worked as
an assistant chef out of high
school.
"My boyfriend was a
mechanic and I hung around
the shop at nighttime to see
him. It was a small shop and I
started doing their books."
While working in the
restaurant industry, she got
a second job at a dealership
driving cars, and her career
grew from there.
"If anyone was missing, I'd
fill in, and I learned every job
except mechanics. I moved
into the body shop as a receptionist, and I even went to college and learned how to estimate repairs."
The dealership's renovation resulted in layoffs in 2016,
and Cristina was hired by
Midtown the next day.
"I also do all the ownerships for trade-ins, all the
licensing for demos, sticker renewals, and wholesale
licensing.
"I'm a multi-tasker and
a people pleaser, and I stay
until everything is done and
correct. I was here at 11 p.m.
booking in someone at month
end, and that got us our numbers. I love the challenge."
- ANC


http://www.JoeVerde.com/CAN

Automotive News Canada - February 2020 - v2

Table of Contents for the Digital Edition of Automotive News Canada - February 2020 - v2

Automotive News Canada - February 2020 - v2 - Intro
Automotive News Canada - February 2020 - v2 - 1
Automotive News Canada - February 2020 - v2 - 2
Automotive News Canada - February 2020 - v2 - 3
Automotive News Canada - February 2020 - v2 - 4
Automotive News Canada - February 2020 - v2 - 5
Automotive News Canada - February 2020 - v2 - 6
Automotive News Canada - February 2020 - v2 - 7
Automotive News Canada - February 2020 - v2 - 8
Automotive News Canada - February 2020 - v2 - 9
Automotive News Canada - February 2020 - v2 - 10
Automotive News Canada - February 2020 - v2 - 11
Automotive News Canada - February 2020 - v2 - 12
Automotive News Canada - February 2020 - v2 - 13
Automotive News Canada - February 2020 - v2 - 14
Automotive News Canada - February 2020 - v2 - 15
Automotive News Canada - February 2020 - v2 - 16
Automotive News Canada - February 2020 - v2 - 17
Automotive News Canada - February 2020 - v2 - 18
Automotive News Canada - February 2020 - v2 - 19
Automotive News Canada - February 2020 - v2 - 20
Automotive News Canada - February 2020 - v2 - 21
Automotive News Canada - February 2020 - v2 - 22
Automotive News Canada - February 2020 - v2 - 23
Automotive News Canada - February 2020 - v2 - 24
Automotive News Canada - February 2020 - v2 - 25
Automotive News Canada - February 2020 - v2 - 26
Automotive News Canada - February 2020 - v2 - 27
Automotive News Canada - February 2020 - v2 - 28
Automotive News Canada - February 2020 - v2 - F1
Automotive News Canada - February 2020 - v2 - F2
Automotive News Canada - February 2020 - v2 - F3
Automotive News Canada - February 2020 - v2 - F4
Automotive News Canada - February 2020 - v2 - F5
Automotive News Canada - February 2020 - v2 - F6
Automotive News Canada - February 2020 - v2 - F7
Automotive News Canada - February 2020 - v2 - F8
Automotive News Canada - February 2020 - v2 - F9
Automotive News Canada - February 2020 - v2 - F10
Automotive News Canada - February 2020 - v2 - F11
Automotive News Canada - February 2020 - v2 - F12
Automotive News Canada - February 2020 - v2 - F13
Automotive News Canada - February 2020 - v2 - F14
Automotive News Canada - February 2020 - v2 - F15
Automotive News Canada - February 2020 - v2 - F16
Automotive News Canada - February 2020 - v2 - F17
Automotive News Canada - February 2020 - v2 - F18
Automotive News Canada - February 2020 - v2 - F19
Automotive News Canada - February 2020 - v2 - F20
Automotive News Canada - February 2020 - v2 - F21
Automotive News Canada - February 2020 - v2 - F22
Automotive News Canada - February 2020 - v2 - F23
Automotive News Canada - February 2020 - v2 - F24
Automotive News Canada - February 2020 - v2 - F25
Automotive News Canada - February 2020 - v2 - F26
Automotive News Canada - February 2020 - v2 - F27
Automotive News Canada - February 2020 - v2 - F28
Automotive News Canada - February 2020 - v2 - F29
Automotive News Canada - February 2020 - v2 - F30
Automotive News Canada - February 2020 - v2 - F31
Automotive News Canada - February 2020 - v2 - F32
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