Raymond Proulx has had a front-row view of Canada’s evolving aftermarket, and of KYB’s ability to adapt their products to keep pace.

As the face of KYB in Canada, Raymond Proulx, KYB’s Canadian Business Development Manager discovered his passion for mechanics early on. Back in the late 1970s, while still a student, he spent his spare time working in a garage. He went on to study business administration at Concordia University in Montreal, an English-speaking institution he chose not only for its academic reputation, but also to ensure he became fluent in both official languages. “That was my parents’ recommendation,” Proulx explains. “And I have to admit, being bilingual has been very helpful throughout my career.”

His first roles were in customer service at major automotive manufacturing companies, before gradually moving into sales. That experience proved formative for the warm and approachable Proulx, who stood out because of his natural listening skills. Understanding customers’ needs and concerns would go on to become a cornerstone of his future success.

After six years in marketing, an opportunity to rejoin the automotive world proved too compelling for Proulx to pass up. KYB, a suspension parts manufacturer, had just entered the Canadian market. “I had never heard of the company before,” Proulx admits. “But I knew it would be an exciting challenge, and more importantly, a chance to get back into an industry I’m passionate about.”

A world-renowned company

KYB celebrated 50 years in North America in 2025. The Japanese suspension parts manufacturer, founded over a century ago, supplies both OEMs and the aftermarket. They operate 15 manufacturing facilities worldwide, and maintain a commercial presence in 21 countries. In the United States, KYB has corporate offices, a distribution center, manufacturing plant and research facilities in Indiana, along with an additional facility in Illinois. “When it comes to supply, especially in a volatile tariff environment, having the ability to manufacture anywhere in the world is a major advantage,” Proulx explains. His mission at KYB was to introduce the brand and build relationships with leading Canadian parts distributors. “Launching a new product line is never easy,” Proulx explains, “but KYB had a few key strengths.”

KYB only offers top-quality replacement parts. There are no compromises in their catalogue. While different product types are available, depending on the application, customers seeking budget options will need to turn to other brands.

“That’s what makes KYB stand out,” says Proulx. “The company also supplies OE parts to many automakers, so the aftermarket benefits directly from the expertise of our engineers who design the original components. The parts are nearly identical, with one key difference: The aftermarket parts are designed to help return a vehicle to its originally designed handling and control capabilities by compensating for other worn suspension components.”

For Proulx, this means Canadian distributors can offer high-end parts, backed by a solid warranty, to the professionals who install them. In addition, KYB has kept pace with market trends by expanding their offering of pre-assembled strut units. These parts are easier and safer to install, and warranty returns have dropped significantly.

Just as important to Proulx is KYB’s commitment to availability. KYB’s parts catalogue includes nearly 900 applications for EV and hybrid vehicles only to serve that growing market. When the company announces new applications (typically 10 to 15 each month), they ensure inventory is ready. There’s no point in announcing a part that isn’t in stock immediately.

Selling suspensions

After 21 years at KYB, a company driven by passion, Proulx takes pride in the position KYB has earned in the Canadian market. “We listen to our customers and respond quickly,” he adds. “Of course, we’re always working to increase our market share, but KYB already holds a strong position in the premium segment, and the future looks promising.”

That optimism, he explains, comes from the fact that the average vehicle in Canada is now about 12 years old. “People want to keep their cars longer, so it’s up to us to help them understand when it’s time to replace their suspension,” says Proulx, pointing out that KYB’s website includes several educational videos on the subject. “Most people don’t realize that suspensions wear out gradually, without obvious signs. But it’s a matter of both comfort and safety. Worn suspension parts affect vehicle stability and braking distance. That’s something we need to explain to our customers.”

As for the parts themselves, Proulx recommends choosing high-quality solutions. “In the five- to eight-year-old vehicle segment, there’s a clear group of customers who want to keep their vehicles longer. These are the people who want to preserve the original ride and handling feel of their cars for years to come.

A product catalogue built on quality 

An on-line catalog and a mobile version of their catalog makes it easy for technicians to find the exact part for any given vehicle. The company tracks market trends to ensure they offer the right components for every segment, including SUVs, pickups, and heavy EVs.

KYB offers a range of branded product lines designed to meet the needs of all vehicle types in Canada. This offering is continually evolving to meet the changing needs of Canadian drivers.

Excel-G: Twin-tube shock absorbers, struts, and cartridges equivalent to, or better than the original equipment parts found on domestic and imported cars, light-duty trucks, and SUVs.

Gas-a-Just: Monotube shock absorbers that replace OE parts or act as an upgrade for cars and light-duty trucks.

MonoMax: Heavy-duty monotube shock absorbers designed for trucks that work, haul, tow, plow, or need to perform in extreme conditions.

Strut-Plus: Complete coil spring and strut assemblies designed for ease of installation and better performance.

Truck-Plus: Complete coil spring and strut assemblies designed for ease of installation, better performance and leveling of lights trucks and SUV’s.