Automotive News Canada - March 2020 - v2 - 23

23

* MARCH 2020
CONTINUED FROM PREVIOUS PA GE

DNA in Quebec," Harry
Kasparian, chief marketing officer for HGregoire
Nissan in Laval, wrote in
an email. "The HGregoire
family, like all Quebecers,
has a very real attachment to the sport of racing,
and we have always been
involved."
Two Canadian single-make racing series are
organized by automakers
at the corporate level and
visit racetracks in eastern
Canada. One is the Porsche
GT3 Cup Challenge
Canada, which is going
into its 10th season and is
one of 21 single-make series
supported by Porsche
worldwide.
The other is the Nissan
Micra Cup, which began
in 2015 in support of the
Nissan Micra's Canadian
launch. That car has been

HGregoire Nissan sponsors Micra Cup race driver
Valérie Limoges, who off the track helps the dealership
drive engagement on its social media platforms and
at events for clients and employees. F I L E P H O T O

discontinued for the 2020
model year, and the automaker's contract with the
series promoter expires at
the end of the coming season with no plans officially announced. However,
Nissan's support for the
program has been extensive, and speculation hints

that it could continue in a
modified format next year.
Both series spend a significant portion of their
seasons in Quebec. The
Porsche GT3 Cup will visit
the province twice and host
four races, while the Micra
Cup will hold eight Quebec
races over four weekends,
including a pair of starts at
the Canadian Grand Prix.

'WORTH THE INVESTMENT'
On top of having the
names of supporting dealerships emblazoned on the
cars, both series host VIP
hospitality suites during
race weekends to give
retailers a venue for entertaining clients.
"When you take into
account the visibility,
the experiential nature of
motorsports, how we can
really bond with the consumer, as well as the enter-

Porsche's GT3 Cup Challenge Canada is one of two
Canadian single-make racing series organized by
automakers at the corporate level in eastern Canada,
with the other being Nissan's Micra Cup.
PHOTO: PORSCHE CANADA

CLASSIFIED

tainment and joy it brings
to the grassroots fans and
even the benefits in hospitality and treating customers [and] partners, you
see how it's well worth
the investment," said
HGregoire's Kasparian.
The cost of racing varies
dramatically. For example,
the retail price of a Porsche
911 GT3 Cup car is $290,000,
while a Micra Cup car costs
about $24,500. Racing is
extra.
The drivers who dealerships sponsor can also
boost marketing value.
HGregoire's Micra Cup
entry is driven by Valérie
Limoges of Brossard, Que.,
who with three wins is the
only woman to claim victory in the series.
"We have been supporting Valérie Limoges since
the very start, and she
has become a great part
of the HGregoire family,"
Kasparian said. "She has
also participated in content creation for our social
media platforms and has
been at events for clients
and employees."
Dealership support helps
keep motorsports culture
alive and well in Quebec,
Kasparian said.
"Without widespread
corporate sponsorships,
there would be much
fewer racing events to go
around," he said. "Our customers have given us great
feedback on this initiative."
- ANC

'Conjecture' unfounded
in discrimination charge
CONTINUED FROM PA GE 8

THE BRITISH COLUMBIA HUMAN
Rights Tribunal has rejected an ex-employee's ancestry-, race-, colour-, age- and
sex-discrimination complaint against Open
Road Auto Group, finding no evidence that
he was improperly passed over for promotion and then terminated.
Javed Hajiani "has not brought his complaint beyond the realm of conjecture," tribunal member Emily Ohler wrote in a Dec.
11 decision.
Hajiani had no industry experience
when the dealership group hired him as a
sales adviser in March 2016. Although he
did well during his first few months, he did
not participate in mandatory training, the
decision said.
When he asked to join the company's
Live Chat team, he was denied paid leave
to attend a week-long training program
but attended at his own expense. He then
unsuccessfully sought a promotion to sales
or business manager.
Open Road terminated him in December
2016 for reasons that included low sales,
low customer satisfaction scores, lack of
interpersonal skills and false claims on
social media that he was a finance manager for the dealership group and for Toyota
Canada.
"Hajiani may well disagree with Open
Road's decision to terminate his employment and may not share their views of his
performance. It may even be the case that
Open Road was incorrect in its assessment
of his performance," Ohler said.
However, there was insufficient evidence to find his "protected characteristics were a factor" in the group's personnel
actions. - ANC

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Automotive News Canada - March 2020 - v2

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

Automotive News Canada - March 2020 - v2 - Intro
Automotive News Canada - March 2020 - v2 - 1
Automotive News Canada - March 2020 - v2 - 2
Automotive News Canada - March 2020 - v2 - 3
Automotive News Canada - March 2020 - v2 - 4
Automotive News Canada - March 2020 - v2 - 5
Automotive News Canada - March 2020 - v2 - 6
Automotive News Canada - March 2020 - v2 - 7
Automotive News Canada - March 2020 - v2 - 8
Automotive News Canada - March 2020 - v2 - 9
Automotive News Canada - March 2020 - v2 - 10
Automotive News Canada - March 2020 - v2 - 11
Automotive News Canada - March 2020 - v2 - 12
Automotive News Canada - March 2020 - v2 - 13
Automotive News Canada - March 2020 - v2 - 14
Automotive News Canada - March 2020 - v2 - 15
Automotive News Canada - March 2020 - v2 - 16
Automotive News Canada - March 2020 - v2 - 17
Automotive News Canada - March 2020 - v2 - 18
Automotive News Canada - March 2020 - v2 - 19
Automotive News Canada - March 2020 - v2 - 20
Automotive News Canada - March 2020 - v2 - 21
Automotive News Canada - March 2020 - v2 - 22
Automotive News Canada - March 2020 - v2 - 23
Automotive News Canada - March 2020 - v2 - 24
Automotive News Canada - March 2020 - v2 - 25
Automotive News Canada - March 2020 - v2 - 26
Automotive News Canada - March 2020 - v2 - 27
Automotive News Canada - March 2020 - v2 - 28
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