Canada’s Used Car Week Recap

Canada’s Used Car Week was June 17 & 18 in Toronto and included speakers covering a range of topics. We know not everyone could make it out in person, so we put together some of the top takeaways from the sessions we attended.

From Startup to Standout: Canadians Leading Growth and Change in Automotive

Rene Cejas | Director of Client Success & Business Development @ RunBuggy

Peter Smith | Managing Partner @ Lion Partnership

Carson Way | President @ Carsonexports

Luis Gonzalez | General Manager @ Mississauga Kia

In a rapidly evolving automotive landscape, four Canadian leaders shared what it takes not just to survive, but to stand out:

Real-World Challenges

Whether securing financing as an independent dealer (Carson), navigating post-COVID wholesale volatility, or trying to break through outdated perceptions around used car sales (Luis), today’s operators are balancing innovation with persistence. Peter reminds us that the fear of change is still one of the industry’s biggest barriers, and overcoming it takes intentional leadership and clear vision. 

Mentorship & Legacy

Each leader credited family, mentors, and team culture as foundational to their journey. From Luis learning people development from his father, to Carson building for his kids and reflecting on early lessons in humility and hustle, the message was clear: strong leadership starts with strong roots.

The Road Ahead: Tech, Transparency, and Turnover

The panel echoed a common theme: we’re in the midst of the biggest transformation in automotive in over 50 years. As EV mandates reshape inventory and consumers grow tired of outdated experiences, winning will come down to better data, sharper strategy, and more human connection.

• Peter highlighted the opportunity in used inventory acquisition and reconditioning transparency to build trust and profitability.
• Carson emphasized a return to high-energy in-person auction experiences.
• Luis advocated for more control and clarity for the customer, backed by a modern one-price model.

If You Could Whisper One Thing to Your Younger Self…

• “Plan more.” 
• “Buy real estate.”
• “Keep learning.”

It’s wisdom earned the hard way and is worth sharing forward.

Key Takeaways:

1. Transparency and human connection win. Whether it’s how you price, how you train, or how you communicate, the future belongs to those who build trust and empower people.
   
   
2. Fear is the biggest threat to innovation. The speed of change in tech, process, and customer expectations demands bold leadership, not hesitation.

Beyond Policy & Practice: Building a Thriving Workplace

Melina Beeston | Director of Digital Media @ EDealer & Cars.ca

In a time when only 53% of Canadian employees say they’re thriving, hiring and retention are more difficult than ever. Gen Z and Millennials expect more than a paycheck. They want purpose, flexibility, and real growth.

Rigid structures and outdated models no longer serve today’s workforce. It’s not about lowering standards, it’s about reshaping them. A thriving workplace isn’t built on policies alone. It’s built on proactive culture, trust, and shared values.

Compliance may keep you legal, but culture is what keeps your team loyal!

Key Takeaways:

1. Culture over compliance: Compliance protects you, but culture propels you. Foster shared values, trust, and open communication to create long-term loyalty.
   
2. The ROI of well-being is real: Thriving workplaces see higher productivity, lower turnover, better innovation, and improved employee health.

Modern Marketing

Jaideep Jain | Tap Overdrive

In competitive markets (especially against franchise dealers), independent dealers must get strategic. That means building a strong local digital presence, optimizing for inventory-based shopper intent, and using the right tools to attract, engage, and convert customers.

Own your presence:

Local SEO (Google, Apple Maps, social platforms) and review responses are free, effective ways to level the playing field.

Market smarter, not harder:

Use Google Vehicle Ads, retargeting and streaming TV to meet buyers where they are, especially during the 9–5 office search window.

Measure everything:

Track ROI with realistic benchmarks:

• Google VLA CPC: under $1
• Display CPM: ~$10
• Video CPM: $30–$40

Key Takeaways:

1. Your digital storefront matters more than your physical one. Free tools like Google, Maps, and social platforms can attract serious buyers—if you’re active, accurate, and responsive.
   
   
2. Inventory-focused marketing drives real ROI. Targeting lower-funnel shoppers on platforms like Google VLA and YouTube ensures you reach people who are already in the buying mindset.

Breaking Barriers: Elevating Women to Executive Roles in the Automotive Industry

Farah Mohammed | Director, Partnerships and Media Relations @ Beepzz

Jessi Kessel | CEO and Co-Founder @ Beepzz Canada Inc.

Farah Mohammed (Director, Partnerships & Media Relations, Beepzz) and Jessi Kessel (CEO & Co-Founder, Beepzz Canada Inc.) are challenging the outdated leadership mould in automotive and making space for something better.

• Stop asking women to “fit in.” Instead, ask how the industry can evolve to fit real life. Leadership should no longer be defined by availability or presenteeism but by impact and effectiveness.
  
• Flexibility is power. Rigid schedules are pushing talent out. Flexible policies and hybrid models are not just perks — they’re retention strategies, especially for women balancing family schedules and executive aspirations.
  
• Visibility and sponsorship matter. The #1 reason people leave is still poor management, but a close second is lack of progression. Women need to see a path forward — and that starts by bringing their names up, even when they’re not in the room.

Key Takeaways:

1. Redefine leadership around outcomes, not hours. When leadership is measured by effectiveness and not availability, the path opens for more diverse, capable leaders to rise.
   
   
2. Representation requires intention. Women don’t need to be fixed but the systems do. Mentorship, flexibility, and sponsorship are how we build a future where more women lead from the front.

Digital Retailing: Why Seamless Matters

Jeremy Belanger | Major Account Executive @ Keyloopamless Matters

Jeremy’s Key Message: Consumers expect frictionless, personalized experiences, and your digital retailing journey needs to deliver.

3 Core Metrics to Watch:

1. Bounce Rate – Asking “who are you?” after welcoming users back breaks trust and drives exits.
   
2. Conversion Rate – Verify your numbers with a third party to ensure accuracy.
   
3. Journey Completion% % – Track how many users stay engaged from start to finish.

Changing Consumer Expectations:

• Demographics are shifting; older buyers now expect intuitive digital experiences.
• Customers compare your UX to platforms like Netflix or SkipTheDishes are far more personalized, predictive, and seamless.
• OEMs focus more on screen size than horsepower because experience sells.
• “No Channel Amnesia.” Your online tools should remember the shopper, their saved vehicles, and where they left off across multiple devices and sessions.

Key Takeaways:

1. Reduce friction to reduce bounce. Don’t make returning users start over — every extra step creates a drop-off.
   
   
2. Consistency is conversion. Create a connected journey across all channels to keep shoppers engaged and moving forward.

The Modern Dealer: Adapting, Surviving & Thriving

John Montgomery | Director of Sales Operations, Strategy and Technology @ OPENLANE 

John Montgomery highlights how today’s dealers must evolve not just to survive, but to lead by blending time-tested metrics with modern tools, sharper processes, and smarter strategies.

Buyers & sellers are changing, and conversion today depends on more than just price and includes: services offered, inventory availability, relationship quality, and speed. Dealers must match evolving buyer expectations with smarter selling.

3 Core Metrics to Monitor:

1. Profit per Car
   • Still a key success metric
   • Use pricing tools to ensure margins are protected in a volatile wholesale market
     
2. Cars Sold
   • Quality > quantity, so better lead and appraisal management is essential
   • Tools to improve accuracy and engagement
     
3. Asset Turnover
   • Aging inventory kills profit
   • Leverage tools that track and accelerate stock movement

Modern Success = Smarter Selling

• Targeted, lower-funnel marketing delivers stronger ROI
• Automation, chat, and feedback loops enhance the sales process
• Focus on fewer, more impactful initiatives instead of trying to do it all
• Think long-term: quick wins now, but have a 5-year vision

Dealership Evolution = Adaptation
Like species evolving under different pressures, top dealers are reshaping their processes based on market demands:

• Faster transportation
• Expansion into larger markets
• Stronger financing options
• More efficient sales motion

Evolution isn’t just about adding tools, it’s about removing friction and inefficiencies.

Key Takeaways:

1. Stop selling harder and start selling smarter. Use tech to streamline pricing, lead handling, and inventory movement. Ask: Is there a better process to replace the current one?
   
   
2. Profitability lives in process and precision. Pricing, speed, and targeted marketing drive better conversion but only if you’re measuring the right things and staying agile.

Addressing the Increasing Gap in Vehicle Affordability

James Legue | VP, Product & Technology @ AutoVerify

Shawn V​​ording | President @ CARFAX Canada

Russell Wicks | Director, Auto Lending & Digital Solutions @ Equifax Canada Inc.

Chris Morrison | AVP Sales and OEM Relationships @ TD Auto Finance

Paul Stock CFO & Operations | AutoIQ Dealership Group

With rising interest rates, increasing loan terms, and record-high consumer debt, affordability is now one of the biggest barriers to vehicle ownership. The panel discussed how dealers, lenders, and technology partners can shift strategies to better support buyers and navigate the challenges ahead.

Credit First, Always

• Credit upfront = smoother funnel. Early transparency reduces friction later in the process and helps match customers to the right car and financing.
• Tools that include pre-qualify features and credit-first flows help dealers guide the conversation with clarity and trust.
• Many consumers hesitate to check their credit, but over 50% are in strong credit tiers so education is key to confidence.

The Growing Threat of Negative Equity

• High loan-to-value ratios from 2022–23 are catching up; buyers are now trading in overvalued vehicles with rising debt.
• Longer terms (72–96 months), higher interest rates, and inflated trade-in prices = a perfect storm.
• Despite this, lenders like TD stress: “We’ve seen this before and although it’s tough, but manageable.”

Economic Pressure Is Real

• Auto loan delinquencies have hit 2.4%, and non-mortgage debt rose by $211B in 2023.
• Mortgage renewals at higher rates are compounding monthly expenses, limiting vehicle budgets even further.
• Consumers may want more car than they can afford, so the key is helping them understand the value of the asset and building long-term relationships, not one-time transactions.

Dealer & F&I Strategy

• Dealers must equip teams with the right tools to pre-qualify customers and educate them early.
• Lead quality vs. close rates: Non-prime leads convert at 10%, stronger credit leads at 17–20%+.
• Regional differences in credit literacy and process: The West is more credit-forward; Ontario is catching up.

Key Takeaways:

1. Promote a credit-first mindset. Early financial transparency builds trust, reduces drop-off, and helps match customers with realistic options faster.
   
   
2. Negative equity is the new normal so prepare for it. Dealers need better tools, processes, and training to navigate higher loan values, trade challenges, and tighter approvals.
   
   
3. Efficiency, trust, and education = profitability. The better we understand the customer’s financial reality and guide them with the right tools, the stronger our long-term relationships and revenue will be.
   

🌟 Canada’s 2025 Remarketing’s Under-40 Honorees 🌟

Auto Remarketing Canada recently unveiled its annual Under 40 list. This is a celebration of rising stars across Canada’s automotive retail, finance, and remarketing sectors. 

Among the outstanding honorees this year was our CEO, Erin Richmond. Recognized for her leadership in digital automotive marketing, Erin has helped shape how dealerships connect with and convert online shoppers.

With a background encompassing customer experience management to digital strategy, Erin’s impact at sMedia has been profound, including guiding over 450 North American dealerships to doubling VDP button conversion rates!

This accolade highlights not just Erin’s accomplishments but also the ingenuity, agility, and impact that define sMedia’s leadership within the industry. A proud moment for Erin and a strong win for sMedia.

🎉 Congratulations to Erin Richmond and all of this year’s honorees! 🎊

Here’s to shaping the future of automotive remarketing together!

Canadian Automotive Market Pulse

Baris Akyurek | VP, Insights and Intelligence @ AutoTrader.ca

Market Overview

• New car sales are up 7.9% YoY in May, with SAAR tracking above 2M units in 2025.
• Used vehicle sales have been strong since Q3 2024, though subprime buyers are struggling.
• No major concern around demand, but supply is tightening across both new and used segments.
• A backlog of ~1.5M lost sales (2020–2023) is now playing out.

Inventory & Supply Conditions

• Average plant output: ~212K vehicles/year so 6 plants would be needed to replace US-bound exports if tariffs take hold.
• New vehicle supply: ~51 days (tightening).
• Used vehicle supply: ~38 days, which is the lowest since 2019.
• Luxury and domestic brands have better availability; trades are older with higher mileage due to COVID-era gaps.

Pricing & Affordability Trends

• New vehicle prices: down 2.7% YoY.
• Used vehicle prices: up 1.8% YoY (June data).
• EV prices: down 8% (new) and 6% (used).
• Tesla prices: down 16% YoY.
• Interest rates declining:
  • New: from 7.4% (Nov 2023) to 5.7% (May 2025)
  • Used: ~10.1%, now easing
    
• Average new vehicle payment: up 51.8% since 2019, now ~$944/month.
• Loan terms: now approaching 72 months.

Tariff Impact & Consumer Behaviour

• 50% of shoppers say tariffs are affecting their purchase decisions:
  
  • 42% reduced budget
  • 38% switched from new to used
  • 32% delayed their purchase
    
• Weak CAD accelerated US-bound exports ahead of tariff deadlines, tightening Canadian supply.

EV Market Realities

• EV supply is growing, but demand is slowing.
• Quebec skews national BEV data:
  
  • Q4 BEV sales: +124.5% YoY in QC
  • March onward: national BEV sales down double digits
  • Weekly BEV inventory in QC: +39% YoY

Key Takeaways:

1. Tariff uncertainty is the biggest wildcard. Consumer budgets, buying timelines, and new vs. used choices are already shifting so pricing and exports will follow.
   
2. Affordability challenges are deepening. Even with softening rates, rising prices and longer terms mean buyers are paying more, for longer. Dealers must lead with clarity and credit-first strategies.
   
3. Demand is stable, but supply is not. Inventory remains tight, especially for new vehicles, and recovery is uneven across brands and models.
   
4. EV growth is slower than headlines suggest. Quebec is inflating national numbers. Most provinces are showing declining BEV sales and slower adoption.

Mastering Social Media: How to Use Facebook, YouTube, Instagram, and TikTok to Keep Your Marketing Funnel Full

Kendra Brown | Director of Client Strategy @ The Dream Team Media Company

In today’s market, social media is your dealership’s most valuable digital real estate. You don’t own the platforms and you’re leasing space so how you show up really matters. Being consistent, authentic, and strategic across channels is the only way to keep your funnel full and your audience engaged.

Digital Foundation: Build a Funnel That Works

Your sales funnel relies on:

• Solid SEO & analytics
• Engaging social content
• Strong brand presence & reputation
• Strategic lead generation
• A well-structured website

Platform-by-Platform Strategy

YouTube

• Treat it like the smartest platform: rewards relevant, high-quality content
• YouTube Shorts → hook users quickly, then lead to longer videos
• Post short-form first, then less frequent, longer videos
• Use captions, compelling visuals, and music

Facebook & Instagram (Meta)

• 24+ ad placements: test everything
• Reels are a priority on Instagram
• Convert static posts into animated videos
• Add faces, captions, and emotion to stop the scroll
• Facebook still works: inventory, testimonials, “Why Buy” videos
• Focus on trial, error, and resilience

TikTok

• “Life of the party” platform, think fast, authentic, emotional
• Use trending sounds, dances, and storytelling
• Think daily, raw content, do not overthink about polished campaigns here
• Saves and shares = growth
• Tap into giveaways and relatable culture
  

5 C’s of Automotive Social Content

1. Community – Support local, educate (e.g., how to winterize)
2. Customers – Testimonials, selfies, delivery moments
3. Cars on Point – Flashy, unique vehicles that stop the scroll
4. Cars on the Lot – Walkarounds, new arrivals, current inventory
5. Culture – Team faces, diversity, behind-the-scenes content
   

Content Guidelines

• Inform, entertain, or connect emotionally
• Diversify your content types (not just cars)
• Stay authentic and on-brand
• Show your people, not just your product
• Engage: like, comment, share, tag others
• Avoid viral-for-the-wrong-reason moments as trust really matters in this industry

Key Takeaways:

1. Social media is your rented storefront, so treat it like prime real estate. Show up daily with purpose, personality, and consistency.
   
2. Stop the scroll with emotion, faces, and relevance. Every second counts. Be helpful, funny, relatable, or powerful but never boring.
   
3. Master the platform rules and play the game. Understand each platform’s language: YouTube = smart, Facebook = complex, TikTok = instant.
   
4. Lead with people, not just metal. People connect with people. Use your team, your customers, and your culture to build community and not just clicks.

Power Partnerships: 5 Dealership Tips for Uncertain Times

Marc Bergevin | Senior Director, Regional Marketplace Sales @ OPENLANE

In today’s rapidly shifting automotive landscape, change is the only constant — and dealerships that thrive do so by leaning into collaboration, adaptability, and strategic alignment. The strongest dealership partnerships are built not just on deals, but on shared direction and mutual trust.

The 4 Pillars of a Power Partnership

• Shared Vision & Values. Partners who believe in the same goals and long-term success will grow stronger together. 
• Mutual Growth Potential. It’s not a one-way street. Great partnerships fuel progress for both sides.
• Innovation Through Collaboration. New challenges require creative solutions. Innovation thrives when partners bring unique strengths to the table.
• Resilience Through Relationships, Weathering market shifts (tariffs, rates, supply) requires flexibility, transparency, and trust.

Supporting Strategies

• Don’t resist change but reimagine what’s possible
• Source smarter, not harder
• Align on a clear path: goals, expectations, and execution
• Leverage tools that increase agility and efficiency
• Cast a wider net to uncover new opportunities and partnerships
• Be transparent and flexible in the face of market uncertainties

Key Takeaways

1. Dealerships that win in uncertain times build on aligned values, not just shared margins.
2. Power partnerships are rooted in trust, communication, and mutual benefit.
3. Flexibility beats fear. 
4. The most resilient dealers embrace change and evolve alongside their partners, not alone.

20 Years – A Look Back at the Last Two Decades of the Used Car Industry in Canada

Bill Zadeits | Conference Chair @ Cherokee Media Group

Brad Hart | Business Development Consultant @ Astana Motors

Peter Snoyer | Former Senior Executive, Commercial Accounts, Retired @ OPENLANE INC

Wrapping Up Canada’s Used Car Week

As we close out another incredible Canada’s Used Car Week, we’d like to take a moment to reflect not just on this week’s connections and conversations, but on the journey this industry has taken over the past two decades.

In the closing session, “20 Years – A Look Back at the Last Two Decades of the Used Car Industry in Canada,” we heard stories that reminded us how much has changed and how much has stayed the same.

From the rise of technology that reshaped everything from wholesale to retail, to the growing presence and leadership of women in automotive, to the foundational values that continue to drive us: honesty, integrity, relationships, and always doing right by the customer.

As Brad Hart reminded us, success often comes from listening, asking good questions, and doing the right thing. Lessons passed down from the people who built this industry with heart and hustle. 

Peter Snoyer reminded us of a time when your word was your bond and how that still matters, even now.

20 years later, the industry looks different, but our purpose remains the same: To serve, evolve, and lead with integrity!

To everyone who made this event a success — speakers, sponsors, partners, and attendees we thank you and look forward to building the next 20 years+ with all of you!

Until next time… Let’s Talk

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