Barack Obama Special Guest of the CCAQ

The 44th President of the United States, Barack Obama, was the special guest of the Corporation des concessionnaires d’automobiles du Québec (CCAQ) at the conclusion of its Rencontre au Sommet, during which 530 dealerships from all regions of Quebec were represented.

The two-day event took place at the Quebec City Armoury (Manège militaire de Québec). The day of November 9 had been entirely dedicated to conferences and presentations, which we will cover in a more detailed article currently being written. The core focus of that day rested on the Corporation’s commitment to continuing its efforts to burnish the image of Quebec dealerships, notably by launching a dynamic and original advertising campaign centred on the theme of dealership certification and expertise.

The room was packed when Mr. Obama arrived around 11:00 a.m. on Tuesday morning. This private meeting could not be covered by the media. However, at the end of the U.S. President’s presentation, Ian Sam Yue Chi, CEO of the CCAQ, participated in a press briefing, where he explained why his association had organized this meeting with a figure of contemporary history.

“We wanted to discuss themes that are dear to us with him, regarding rigour and leadership. This prudent and thoughtful man demonstrated great intellectual openness and delivered a message tinged with optimism.” According to the CCAQ President, this appearance—the costs of which he declined to disclose—was a source of inspiration for the roughly 900 representatives of Quebec’s automotive retail sector gathered in the room, encouraging them to always go further.

“He also explained to us, drawing on his experience as President of the United States, how important it is to surround oneself with competent people to make the right decisions. Decisions that are often very difficult and sometimes unpopular. Regarding trade relations with our neighbour to the south, he was very diplomatic, emphasizing that nothing is irreversible or irreparable.”

The presence of the U.S. President and the exclusion of the media was the main topic of conversation across all public platforms. For the participants at this meeting, it was a memorable moment spent with a remarkable, larger-than-life human being. And for the CCAQ, it was a major coup that thrust it onto the front stage for an entire media cycle.