Your Roadmap to Finish Strong
The Automotive Conference & Expo (ACE) 2025, hosted by the Motor Vehicle Retailers of Ontario (MVRO), was more than an event; it was a pulse check on the future of Canada’s automotive retail sector. From AI transformation and operational discipline to workforce challenges and cultural leadership. ACE 2025 delivered a clear message that the next decade will belong to dealers who adapt fast, think human-first, and execute with precision.
Across two days of keynotes, panels, and workshops, the industry’s top thinkers explored what it takes to “finish strong” in 2025 and build momentum for the decade ahead. Their insights revealed a shared truth: trust, culture, and collaboration remain Canada’s competitive edge in an increasingly global, digital, and AI-driven marketplace.
The AI‑Plus Future: Trust is the New Currency
Dr. Helen Papagiannis, a global authority on AI and immersive technologies, made it clear: the future of dealer‑marketing is not just about deploying chatbots, it’s about an AI‑Plus strategy.
What Does it Mean?
An AI‑Plus strategy means integrating artificial intelligence with complementary immersive technologies like Augmented Reality (AR) and Spatial Computing to create comprehensive, dimensional customer experiences.
Why it matters now:
- Generative AI and visual manipulation are eroding consumer trust online. Papagiannis says authenticity will become the only reliable asset.
- For dealerships, the physical showroom and human relationships are an advantage and are the final layer of defence against skepticism.
What to do:
- Position your dealership as the trusted human touchpoint.
- Produce digital content that feels real, relevant, and accessible.
Operational Rigor: Where 0.3 Hours Makes $96,000
Jean‑Olivier Corbeil of NCM Associates shared a striking insight: just finding 0.3 extra billed hours per technician per day can yield about $96,000 annually per tech.
Why this matters:
- In a market under pressure, fixed operations (service, parts, accessories) become critical for profitability.
- Many dealers focus on flashy tech but ignore process mastery and that’s a huge mistake.
What to do:
- Audit your shop floor: write‑up accuracy, advisor performance, wasted time.
- Set measurable goals for key actions (e.g., tire sales, alignments).
- Use video inspection tools to convert more work orders.
The Talent Shortage: A Grassroots Crisis
We hear it all the time: “We can’t find enough technicians.” But the root problem goes deeper and starts with an education system and cultural mindset that steer away from skilled trades.
Why this matters now:
- Without talent, your fixed operations grind to a halt.
- Longer technician downtime means revenue leakage, delayed jobs, and unhappy customers.
What to do:
- Engage early: attend school open houses, talk to parents and students about the value of the trade.
- Update your recruitment content strategy: video job ads work dramatically better than static postings.
Driving the Future: Leadership, Innovation, and Culture in Canada’s Auto Industry
Industry leaders came together to explore how culture, innovation, and collaboration are shaping the future of Canada’s automotive sector. With conversations spanning global insights, dealer resilience, AI integration, and workforce development, the recurring message was clear: our culture drives our success.
Lessons from China and the Road Ahead
Michael Croxon, President & CEO of NewRoads Automotive Group and incoming CADA Chair shared insights from a recent study tour in Shanghai.
“What we saw felt like a trip to the future,” Michael reflected. “The speed of technological and retail innovation in China is staggering but it’s also a cautionary tale.”
He described a marketplace where many dealerships rely on government or OEM support just to stay afloat. “It’s not a sustainable model,” he said. “But it’s a wake-up call for North American dealers to innovate without losing sight of profitability.”
Michael emphasized how quickly global market dynamics can shift. “Australia opened its doors to Chinese automakers, and within five years, they captured 20% of the market. The question for Canadian dealers is: how do we respond? Defensively or offensively?”
On home soil, Michael highlighted CADA’s advocacy wins from delaying the EV mandate to protecting against bank-owned vehicle leasing. “These wins remind us how vital collaboration and strong representation are for our industry.”
Competing Through Collaboration and Knowledge
Todd Bourgon, Executive Director of the Motor Vehicle Retailers of Ontario (MVRO), expanded on lessons from China and the value of Canada’s approach.
“People often assume the Chinese market does everything better because of their speed,” he said. “But speed without sustainability isn’t success. Here, we balance innovation with a retail model that actually works.”
Todd praised growing collaboration between provincial associations and CADA, calling it “the strongest it’s ever been.” This cooperation, he noted, was critical during the pandemic and continues to be vital as the industry navigates regulatory, technological, and workforce changes.
On technology, Todd announced a new partnership with Lighthouse AI, designed to help dealers understand and adopt artificial intelligence safely and effectively. “AI isn’t a threat,” he said. “It’s here to stay, and it’s our job as associations to guide dealers through it.”
Building Talent and Community from the Ground Up
Fresh off receiving the 2025 CADA Laureate Award for Ambassadorship, Brent Ravelle, President of the Ravelle Group of Companies, shared a heartfelt message about the power of teamwork and community culture.
“No one wins these awards alone,” he said. “It’s the people around you who make it possible and that culture of support extends beyond our businesses to our communities.”
Ravelle spoke passionately about addressing the industry’s technician shortage. His approach? Start early.
“We can’t fix the skills gap overnight. We have to engage at the elementary and high school levels, with students, teachers, and especially parents to show that skilled trades are valuable, respected, and essential.”
He also highlighted success stories from Canada’s foreign worker programs, crediting collaboration with MVRO and government partners for helping fill critical gaps. “We’re not just solving a staffing issue, we’re changing lives,” he said.
Perspective and Purpose
Niel Hiscox, CEO of Clarify Group, served as host and moderator, and he underscored the value of open dialogue and knowledge sharing both within Canada and abroad.
“As we look outward for innovation,” he noted, “we shouldn’t underestimate what we have to offer. Canadian dealers are among the most adaptable, community-minded, and forward-thinking in the world.”
The Takeaway
From global insights to grassroots action, the conversation reinforced a common belief: the future of Canada’s automotive retail sector will be built on culture and the culture of collaboration, innovation, and community.
As Michael summed it up: “If we want to stay ahead, we need to keep learning, stay connected, and never forget what makes us strong, which is our people.”
Navigating Canada’s Breaking Point: The New Market Reality
Darrell Bricker brought some interesting stats: Canada is ageing fast, younger consumers face affordability crises, and demand dynamics are shifting.
Key takeaways:
- The “Silver Economy” (65+) now outnumbers those under 15: they want comfort, reliability, and simple technology.
- Millennials & Gen Z are squeezed and many of them still live at home; car‑buying is delayed.
- This means inventory, offers, marketing (and your messaging) all need to shift.
What to do:
- Focus on Entry (best for first-time buyers and younger shoppers): Experiment with new models, flexible ownership options like subscriptions, and creative incentives for first-time buyers and financing.
- Focus on Affordability: Experiment with new models, flexible ownership options like subscriptions, and creative finance and affordability incentives.
- Focus on Accessibility: Experiment with new models, explore subscriptions, and offer creative finance and down-payment assistance programs.
- The Ageing Demographic: Benefits most from technology that compensates for age-related declines in vision, flexibility, and reaction time. They prefer systems that assist rather than take over, and simplicity over complexity is the winner here.
- Align Your Inventory With What Truly Matters: comfortable, safe, reliable vehicles that appeal to the ageing demographic, specifically, those with easy-to-use, high-visibility technology and advanced driver-assistance systems (ADAS).
Key Delivery/Sales Strategies for The Ageing Demographic:
- Simple Onboarding: The final setup of pairing phones, setting favorite radio stations, and explaining how the navigation system works should be done for them (or with them) to reduce cognitive load and frustration.“
- Technology Training: Offer dedicated, one-on-one sessions during or after delivery to patiently walk them through the ADAS features and infotainment system and make sure to provide a simple printed guide as a takeaway.
- Home Delivery: Offer to deliver the vehicle to their home, where they are comfortable, and complete the final orientation in their driveway/garage. This is a premium service that appeals to the comfort and convenience needs of this group.
How sMedia can help:
sMedia arms you with targeted campaigns, dynamic content, and lead‑gen tools built for uncertain markets. Finish the year strong while laying groundwork for 2026.
Celebrating the Trailblazers: Highlights from the MVRO Women Driven Awards 2025
The automotive industry is evolving rapidly, and at the heart of this transformation are dynamic leaders shaping its future. The Motor Vehicle Retailers of Ontario (MVRO) proudly shines a spotlight on these visionaries through its annual Women Driven Awards. This initiative isn’t just about recognition; it’s a powerful commitment to fostering diversity, empowering talent, and celebrating the profound impact women have across all facets of the automotive sector.
The MVRO’s Women Driven program is dedicated to celebrating the achievements of women who are driving innovation, leadership, and change. From the showroom floor to executive suites and in every department that keeps the wheels turning, these awards highlight the critical contributions of female professionals. The program underscores the MVRO’s belief that a diverse and inclusive industry is a stronger, more resilient one.
We wanted to extend another huge congratulations to last year’s winners:
- Executive Leadership Award Winner: Jennifer Lennox | Vice President, People at Roy Foss
- Young Leader Award Winner: Sarah Bonany | Service Manager at Georgian Chevrolet Buick GMC
- Community Leadership Award Winner: Christy Fines | Managing Partner of 400 Chrysler and Barrie Chrysler
- Influencer and Advocacy Leadership Award Winner: Alyssa Mckeown | General Manager & Managing Partner at FORBES GM
- Diversity and Inclusion Leadership Award Winner: Shannon Maloley | VP Business Development of the Finch Auto Group
The awards once again celebrated outstanding leaders who continue to elevate our industry through excellence, innovation, and community impact. The 2025 honourees have been confirmed, and we’ll update this post soon to ensure every name and detail is captured accurately.
Market Pulse
Driven by Data: How Canadians Really Buy Cars (Mathew “Growdy” Growden, The Change Optimist)
With much anticipation, Mathew Growden, ex-Google Auto & https://www.thechangeoptimist.com, hit the stage to give us the latest stats from his C.A.R.S (Consumer Automotive Research and Stuff) report. The ‘and Stuff’ portion is where he started, outlining a number of interesting EV stats that were new to us:
- 13,236 charging stations across Canada, with 34,707 charge points (700 more since the data was first presented on April 9, 2025), compared to 12,000 gas stations (but they’re in the wrong spots and keep breaking down).
- BYD is #7 globally in sales (not currently in Canada), and they have broken the 5-minute charging time from 20 – 80%.
- CATL has a 1000km battery.
- Geely has a 2400km hybrid, which means you can get from New York to Miami on one tank of gas.
From there, he dove into the deep end, giving us the much-needed stats we’ve been craving. He recently completed a survey with Savanta on “How do people buy cars?” The field survey had been completed just days before this was first presented on April 9th, and included surveying 2,000 Canadian car buyers. Here is the highlight reel of what they uncovered:
- 78% of shoppers surveyed will visit only 2 or 3 dealerships, which is up from previous survey scores from Google’s Think Auto events of yesteryear.
- 77% of buyers completed 2 or 3 test drives, with 8% noting that they didn’t visit a dealership.
- A dealership’s website still comes out on top at 29% when asked how shoppers discovered the vehicle they purchased.
- For 7/10 shoppers, they completed their buying journey within 2 months, with EV purchases taking longer and used car sales being shorter.
- Walk-ins and phone calls were the top two ways consumers would contact a dealership, at 66% and 44% respectively—moral of the story: answer your phone!
- An exceptional sales experience will outweigh the importance of location, with the latter not even ranking among the top reasons for why a dealership was selected:
- 40% vehicle price, 35% available inventory, 32% went above and beyond (new response!), 29% previous good experience, 26% quick response time
- 51% of shoppers are interested in EVs, and those who aren’t continue to have concerns with battery charge/range (55%), cost (50%), not enough chargers (46%), and charging not available at home (42%).
- 1/7 vehicles sold in 2024 were zero-emission.
- 26% said quick response time over location
Learn more about the female car buyer here from Jyll Saskin Gales. This ex-Googler and digital strategy expert highlights the significant role women play in the automotive market, both as direct buyers and influential decision-makers.
Beyond the Basics: Practical AI Strategies for Auto Dealerships
You’ve dabbled with AI. Automated vehicle descriptions, smart scheduling, basic chatbots – if you’re like most dealers, you’ve taken the first steps into the “Empire of AI.” But are you truly leveraging it for business growth, or just using it to stay busy? Ian Cruickshank, CEO of Leadbox, pushed attendees to move beyond rudimentary AI adoption and unlock its full potential to streamline operations, optimize marketing, and drastically improve sales efficiency.
Ian’s core message was clear: AI should buy back time and compound results, not create wasted effort. When AI initiatives fail, it’s typically due to three critical issues:
- Misaligned focus on low-impact problems.
- Insufficient or disconnected data sources.
- Lack of active management and optimization.
The AI Adoption Journey: From Point Tools to Managed Outcomes
Ian outlined a practical AI Adoption Scale from 0 to 4:
- Level 0: No AI
- Level 1: Point tools (e.g., basic chatbots, auto-descriptions, scheduling). Many dealers are here.
- Level 2: Using AI to generate templates, macros, and playbooks.
- Level 3: Connecting DMS, CRM, and GA4 signals to feed intelligent systems.
- Level 4: Achieving managed outcomes, KPI-driven performance with continuous optimization and measured ROI. This is where true impact lies.
Smarter Marketing: From Generic to Hyper-Targeted
A major pain point for dealerships is wasted ad spend due to generic creative messaging and monthly budget allocations that don’t react to daily performance. AI excels at pattern classification, enabling dealers to:
- Group audiences by intent.
- Generate matched message variants for highly specific segments.
- Reallocate budget daily based on real-time performance signals.
Metrics to watch: Blended Cost Per Lead (across all channels) and SRP to VDP (Search Results Page to Vehicle Detail Page) conversion rate.
Revolutionizing Sales: AI as an Always-On Assistant
The “costly gap” of slow speed-to-lead and inconsistent follow-up drastically reduces conversion probability. AI can function as an “always-on sales assistant,” maintaining momentum and tackling these bottlenecks:
- Lead Summarization: AI digests lead source, vehicle interest, browsing behavior, and past interactions to provide quick “lead briefs” to sales teams.
- Proposing First Responses: Generating on-brand, personalized initial replies.
- Suggesting Follow-up Paths: Recommending tailored sequences based on lead characteristics.
- Surfacing Likely Objections: Predicting potential concerns from similar past leads.
This moves beyond isolated widgets to closed-loop customer journeys, triggering coordinated follow-ups and seamless handoffs.
Essential Guardrails for Automation
To ensure AI enhances, rather than detracts from, the customer experience, Ian stressed the need for:
- Approval workflows for customer messages.
- Rate limits to prevent message fatigue.
- Escalation rules and comprehensive audit logs.
Measuring the Return: Winning with Managed AI
“You don’t need more AI; you need managed AI.” To prove ROI, dealers must:
- Aim at measurable bottlenecks: Focus AI on business problems with clear KPIs.
- Connect > Standardize > Automate: Feed AI signals from connected systems, standardize best practices into templates, then automate handoffs.
- Measure like Finance: Calculate revenue lift plus cost savings minus AI investment to determine net impact, following a “three-line model.”
- Start Small & Experiment: Time-box pilots, freeze other variables, pick 2 primary KPIs, and document before-and-after snapshots. Speed of learning matters more than scale in the pilot phase.
Ian also introduced powerful tools like Gamma.app for AI-powered report building, Gemini for ad creation, and the concept of Vibe Coding (using descriptive language to generate code for custom apps like those built on replit.com or n8n.io), effectively “giving muggles wands” to build tailored solutions. This empowers dealers to build proofs of concept and customize reports to meet their exact needs.
Canadian Automotive Market Pulse
Baris Akyurek, VP of Insights & Intelligence at AutoTrader.ca, provided a data-rich overview of the Canadian automotive market, covering macroeconomics, inventory, demand, pricing, and EV trends.
- Economic Sentiment: While there’s no expectation of a recession, overall sentiment has declined slightly compared to Q2, with “Amber” and “Red” lights appearing on key economic indicators. GDP has declined, and consumer sentiment is low due to affordability concerns.
- New Car Market (DesRosiers Automotive Consultants):
- September saw a 3.7% increase in sales (though flat when adjusted for an extra selling day), following an August decline.
- The market is expected to see a ~3% increase in 2025 sales, reaching 1.7 million units, with 2026 showing continued growth.
- The previous forecast for a stronger 2026 due to EV mandates has been adjusted downwards due to changes in EV timelines.
- There’s a positive impact on the used car market as more young used vehicles enter inventory due to increased new car sales.
- Used Car Market (Dealertrack Canada):
- Used car sales saw a significant uptick in March/April (related to “tariff rush”) but have since shown a slight decline.
- Consumers earning less than $100,000 are struggling more due to high car prices and interest rates, impacting used car demand.
- A modest 1-2% increase is expected in 2025-2026, driven by consumers moving from new to used due to price/availability.
- Hybrids (StatCan & AutoTrader):
- Q2 2025 saw a 61% increase in hybrid sales, with AutoTrader inventory up 33%.
- Hybrid listings are performing well (up 21%).
- Hybrids are seen as “the best of both worlds,” addressing range anxiety, infrastructure, and cost concerns associated with full EVs.
- Concerns about battery health present an opportunity for lenders and maintenance programs.
- Hybrid prices remain “sticky” (stable).
- EVs:
- Tesla prices are down significantly (e.g., 16%), impacting used EV sales.
- Customer concerns over the last 5 years: range anxiety, infrastructure, and cost.
- Inventory:
- New car inventory is complex. Some dealers ordered fewer 2025 models, impacting supply.
- North American production levels, initially forecasted to be down 6%, are now only down ~2%, indicating production improvements.
- Used car inventory also shows a decline around 4 years post-COVID.
- Franchise dealerships are seeing inventory pick up more than independent dealers, who don’t benefit as much from new car trade-ins.
Modern Automotive Sales – Standing Out in a Crowded Marketplace
Neil Thornton, President of The Thornton Group and author of Presence, Impact, and Influence, focused on fundamental sales skills and embracing new tools in a competitive, “attention span” economy, and his colleague Chris Wilson shared the following:
Example AI-Generated Images: Thornton showcased images he created with AI, emphasizing their potential for engaging content.
Leading Change: Change is inevitable, and leaders need a clear vision (e.g., Henry Ford, the 1960s moon landing). People resist the uncertainty of change, not change itself.
The Human Side:
- Ask: “What do you not want customers saying about your dealership?” Then reverse engineer to avoid that.
- Reviews & Proof: Use reviews for social proof.
- Body Language & Cues: Crucial for building rapport. Observe eye movements, chin position (up means looking down on them), and open hands (inviting). Avoid barriers (desks, computers) between staff and customers.
- Self-Comfort/Pacifying: Rubbing arms, playing with hair, touching the sternal notch are signs of discomfort.
- Listening: Humans tend to listen with their eyes and to what they already know. Coach teams to “listen from nothing,” for what’s possible, not just probable. Most people listen to respond, not understand.
Modern Sales Professional Habits:
- Embrace new tools and skills.
- Build thought leadership and influence by speaking in front of groups.
- Recruitment: Hire hungry individuals in their early 30s starting families, especially those with diverse customer-facing experience (e.g., bartender). Hire smarter people than yourself.
AI’s Role: AI can speed up business processes, allowing teams to focus on strategy and iteration. “AI will not replace people; people using AI will replace people not using it.”
Example AI-Generated Images: Thornton showcased images he created with AI, emphasizing their potential for engaging content.
Speed-Prompting – An Interactive AI Event
Brent Wees, a Certified AI Trainer, led a hands-on session on effective AI prompting, emphasizing that AI is a tool, not magic, and requires clear instruction.
State of AI:
- AI has existed since the end of WWII, but became publicly accessible with Stable Diffusion/Midjourney in 2022.
- 2023 saw the expansion of ecosystems (e.g., video tools like Runway, Pika) and Enterprise-level AI accounts with enhanced security.
- 2024 brings more unified voice/vision/text systems and a shift from simple prompting to orchestration (building “armies of agents” to perform complex workflows).
AI is expensive to run; free versions use cheaper cloud tools. Enterprise accounts offer robust security and functionality.
AI as a New Employee: Treat AI like an intern because it loves being told what to do.
R.I.P.E. Framework for Prompting:
- R: Role – Give AI a clear persona (e.g., “You are an agency-level copywriter specializing in provocative emails”).
- I: Instruction – What you want it to do (e.g., “Write a customer email for a lease pull-ahead event”).
- P: Parameters – Specific rules and constraints (e.g., “200 words max,” “no emojis,” “use our brand voice,” “do not disclose financial incentives”). This is where you paste in brand guidelines or “About Us” sections.
E: Examples – Provide examples of desired output or styles to avoid (e.g., “avoid this story brand message”).
“Lazy Prompting” vs. Effective Prompting:
- Lazy Prompt: A one-line request (e.g., “Help me write an email”). It’s good for quick searches (“new Googling”) but not for detailed, productive work.
Effective Prompt: Detailed, multi-part, leveraging the RIPE framework. Always ask AI to “re-review this prompt, let me know if you can make it better or if there are any mistakes.”
AI for Productivity & Creativity:
- Time Savings: Find tasks that take 15 minutes or more daily and see how AI can automate or accelerate them (e.g., reporting, drafting communications, HR documentation like warranty manuals).
- Ghostwriting: Use AI to generate content outlines, then ask it 4-5 questions about your subject matter expertise to refine the output.
- Image Generation (Gemini example):
- Simple prompts (e.g., “Make me a picture of a VW bug”) yield generic results.
- Use a framework (Visual Goal, Style, Parameters, Content, Context, Constraints) to think like an art/creative director and create robust, specific images (e.g., “a [car model] on a rooftop, at sunset, cinematic lighting, Toronto background”).
- You can edit images by giving new prompts (e.g., “replace the background with the city of Toronto”).
Dealerships should utilize their existing image hubs rather than creating potentially off-brand AI images.
AI Security & Data:
- Paid/private accounts are locked down; AI remembers and predicts, it doesn’t “learn” from your private data in a way that makes it public.
- Only malicious activity is typically audited.
- For sensitive data (e.g., financial, customer PII), anonymize it before inputting.
- Enterprise accounts offer strong security.
Trust the Large Language Models (LLMs) for their security measures, but be aware of general cyber risks (e.g., CDK hack).
Building AI Momentum:
- Start small: Find one task to automate or make faster.
- Build creative momentum before establishing policy. Train staff, then implement policy documents on approved usage and licensing.
- Encourage experimentation with anonymous data.
Additional Tools Mentioned:
- Suno: AI for music generation.
- NotebookLM (Google): For saving time and learning.
- CoPilot (Microsoft): Integrates with the Microsoft ecosystem for enterprise-level security.
The Final Call: Finish 2025 Strong and Lead into the Breaking Point Decade
The MVRO ACE 2025 conference made one thing clear: Canada’s auto industry is at a breaking point, and the dealers who adapt now will be the ones leading the next decade. This is more than a Q4 push. It’s your moment to reset, retool, and finish 2025 not just ahead but ahead on purpose.
Your End-of-Year Playbook Starts with a Dual Investment:
1. Human + AI Hybrid
AI isn’t here to replace your people; it’s here to buy back their time. Free your team from repetitive tasks so they can focus on what really moves the needle: building trust, nurturing leads, and closing high-quality opportunities.
How sMedia can help:
At sMedia, tools like Smart Offer and AI Video help you automate the low-value touchpoints, so your team can focus on the high-value ones.
2. Operational Fundamentals
You don’t necessarily need more tools, but you most likely need tighter execution. That means tracking the right metrics, coaching for consistency, and managing your team with clarity and accountability. Just 0.3 more billed hours per tech can mean $96,000 more in revenue. Don’t ignore the basics. Refine them.
Why the Urgency?
Because the decisions you make now (before this quarter closes) will determine whether you sprint into 2026 or stumble behind, this is the most critical stretch of the year, and given the economy at the moment, the stakes are higher than ever.
Be the Bridge in a Shifting Market
Canada’s auto retailers have a new role to play:
- Win the Silver Economy by delivering comfort, simplicity, and reliability.
- Win Gen Z with affordability-first models, flexible financing, and digital-first experiences.
- Read more: Engaging With Gen Z Car Buyers Online
- Lead the Green Transition where government and infrastructure fall short.
You’re not just selling cars anymore. You’re keeping Canadians moving with confidence and trust in a time of economic and generational change.
Work With Us to Turn Strategy into Real Results
At sMedia, we don’t just spot trends but we help you act on them, and fast. Whether it’s:
- Producing high-impact, unique video content at scale
- Launching smarter, data-driven campaigns that convert
- Driving better leads (and closing them faster) with Smart Offer
We’re here to help you finish the year strong, so let’s talk and turn this roadmap into real results before 2025 quickly fades, because our only motivation is Digital Growth for Dealers.
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