Anyone who ventures into the world of an automobile dealership is sure to experience a wide range of emotions. This career choice is fueled by a passion for the industry and a deep desire to serve customers.

In regional areas, and many places across Quebec, this is also accompanied by a commitment to serving the community. This is the case with Paquin Mazda, located in the heart of Rouyn-Noranda, a town with a population of around 42,000.

There, they are not chasing honours and accolades. However, when their hard work is recognized, it is very rewarding. This happened recently when Mazda presented Junior Paquin, the General Manager of Paquin Mazda, and his team with the Excellence Award, given to three dealerships each year.

What does the company need to do to be considered? It’s quite simple, really. The Mazda Excellence Award recognizes the dealership’s performance in sales as well as customer satisfaction, retention, and loyalty.

Some may say that retaining customers is easier in regional areas, but it is just as easy to lose them with poor service. This is not the case with Paquin Mazda, which benefits from the expertise of a family business rooted in the late 1940s.

Origins

To find the origins of the quality service offered at Paquin Mazda, you have to go back to 1947, when Junior Paquin’s great-grandfather opened a Ford dealership in the small Abitibi village of Saint-Bruno-de-Guigues. “The place had about 1,000 inhabitants, and my great-grandfather’s philosophy was one of proximity. What he loved was serving people.” This mindset has clearly been passed down from generation to generation.

As for the beginnings of Paquin Mazda, the leap back is less significant, bringing us to the turn of the millennium. “We actually opened in 2003, operating out of a trailer, but the dealership officially opened in 2004.” Twenty years later, it is more firmly established than ever, with an annual sales volume of around 200 to 220 units, with the CX-5 SUV being the most popular product.

Teamwork

These results, and this award, are attributable to incredible teamwork, a team that has been in place for a long time. “We have an excellent retention rate. Our Sales Manager has been with us for 23 years. In the service department, our manager has been with us for 10 years. We have mechanics who have been with us for 16 and 20 years. We even have a Sales Advisor who has been here for 25 years (with Paquin Ford before Paquin Mazda opened).” This means a lot of stability within a group that includes three sales representatives, four mechanics, a technical advisor, and a parts manager.

“We are a tight-knit team. It was with great pride that we received this award from a delegation of Mazda Canada, including Jacques Parent, Regional Director of Mazda Canada.”

Growth objectives

And the work doesn’t stop there. In 2025, the dealership will adopt the new image that Mazda is implementing across the country. “We already redid the exterior in 2022, and as soon as the plans for the interior are ready, we will tackle that,” adds Junior Paquin. With Mazda’s more electrified future, the dealership will be more equipped than ever to serve customers eager for hybrid, plug-in hybrid, and all-electric models.

Yes, there is interest in electrification in Quebec, even in Rouyn-Noranda. In fact, when you think about it, this environment is very suitable for electric or short-range electric vehicles due to the short distances travelled daily. “We had a small boom with the MX-30. People knew what they were buying. Plug-in hybrids are also interesting for our customers, who often don’t travel much outside the region,” adds Junior Paquin.

Two other brands

In service to Rouyn-Noranda, the group also includes two other dealerships: Paquin Ford and Paquin Volkswagen. “For Ford, in 1997, we revived a dealership that had closed in 1995.” Given the number of vehicles offered by Ford, the volume is higher, with about 400 new units per year and 200 used ones. The team is also larger, with 14 mechanics (and as many service bays) and five sales representatives, plus a full parts team.

The Ford F-150 is obviously the most popular model, including the electric Lightning version. “We support many companies. The mining sector is booming with several companies directly or indirectly linked to it. We need to take care of truck maintenance and provide expertise with diesel engines, for example.”

As for Volkswagen, the business is more recent, with the acquisition of a former dealership in 2009. “Volkswagen’s image plan was redone in 2013, allowing us to sell the electric ID.4 model, which is also popular. Last year, 40 of our 150 new vehicle sales were attributed to this model. This year, we are aiming for a total of 200 to 210 vehicles,” explains Junior Paquin.

That’s not bad at all for the only German dealership in Abitibi. There too, the team is substantial, with three full-time mechanics and three car washers, thanks to the presence of a detailing centre.

You can sense when talking to Junior Paquin that his group has a genuine desire to serve the local population and a real commitment to offering the best in service. The Excellence Award received from Mazda is certainly no coincidence.