In the automotive retail world, competition has never been fiercer. In Quebec, some 890 retailers representing around forty brands are vying for an increasingly demanding clientele. In the face of this fierce competition, innovation has become the key to success. Rethinking the customer experience, focusing on sustainability, and creating an emotional connection with consumers: these are the new cards that manufacturers and dealerships are playing to stand out from the crowd.

“Where they will succeed is in their ability to respond to the deep desires of their current and future clientele,” emphasizes Ian Sam Yue Chie, President and CEO of the Quebec Automobile Dealers Corporation (CCAQ). For him, the challenge is clear: rebuild Quebecers’ trust in an industry that sometimes carries a less-than-enviable reputation while enhancing the overall customer experience.

Reimagined spaces

This quest for renewal often involves a radical transformation in approach. Luxury brands, particularly proactive, are leading the way. At Porsche, the goal is to reach a broader audience. This summer, the German firm launched five Porsche NOW pop-up stores across the country in partnership with its dealerships. KhemRy Kuoy, General Manager of Porsche Centre Lauzon in Laval, describes this concept as “a unique opportunity to showcase our electric models in a less formal environment.” Made with sustainable materials, these customized installations, which emphasize electromobility, help expand the brand’s reach to a younger, feminine, artistic, and entrepreneurial clientele.

But Porsche isn’t stopping there. The manufacturer is also working to strengthen its presence in strategic locations, such as the Royalmount complex, where complimentary valet service with free charging stations and access to an exclusive lounge create a premium experience. It also focuses on other on-site offerings, such as vehicle displays and test drives.

Scheduled for 2025 in Ontario, the country’s first Porsche Experience Centre will allow enthusiasts to drive their own vehicle on the track or choose from the models available for rent.

Focusing on proximity and sustainability

For some manufacturers, the future lies in deploying new, smaller sales and service points. The satellite dealership pilot project, tested in Canada, is simple but ingenious: create reduced spaces attached to a main dealership. “Less intimidating than a standard facility, this scalable model allows for establishing a local presence in small communities and rural areas while lowering operational costs through resource sharing,” explains Jeff Wingrove, Network Development Director at Volkswagen Canada.

For its part, Volvo is approaching the future with environmental responsibility as the cornerstone of the company’s global strategy, which aims to achieve carbon neutrality by 2040. Its Volvo Retail Experience (VRE) program, already in place for a decade, has recently evolved to incorporate rigorous environmental standards. “Being sustainable and efficient is essential for ensuring long-term profitability,” states Julian Pastore, Director of Retailer Experience and Sustainability at Volvo Car Canada. The Volvo Retail Sustainable Experience (VRSE) iteration thus paves the way for LEED-certified buildings with the adoption of advanced energy management systems and the use of innovative materials such as thermally insulated glass manufactured in Canada.

But Volvo’s proposition goes beyond infrastructure. This is complemented by “the promise of a single price” nationwide that eliminates stressful negotiations, adding a dimension of transparency to the purchase process.

When marketing becomes experiential

Marketing strategy, too, is evolving. To attract and retain customers, manufacturers are exploring new avenues.

Sometimes, they take advantage of cultural gatherings to spotlight their product. During the Osheaga festival, Land Rover Canada set up a VIP space around the Defender, transforming a concert venue into a showcase for its flagship vehicle. “This type of presence ensures that spectators and potential future buyers associate the brand image with moments linked to pleasure, a cool and festive lifestyle,” emphasizes Adrienne Thomas, Luxury Automotive Retail Specialist, Marketing and Events Director.

Dealers are also venturing to develop personalized and immersive approaches. Land Rover Laval, for example, offers Defender owners a free off-road driving session with a qualified instructor. “It’s an opportunity to engage the customer in an innovative way. The era of traditional marketing is over. It’s now about designing experiences that make an impression and connect consumers to the dealership, beyond the brand.”

An endless race

In this hypercompetitive market, dealers don’t have the luxury of slowing down. Whether through pop-up stores, eco-friendly programs, or more local and targeted propositions, the automotive industry is paving the way toward a richer and more connected customer experience. As Kuoy pointed out, “sometimes you need to invest to plant seeds.”

Even if some initiatives are only temporary, their repercussions are likely to be felt well beyond their lifespan. If these efforts bear fruit, some dealers might well succeed in winning the hearts—and wallets—of new enthusiasts.