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Toyota Canada representatives were in Charlottetown to launch the new Camry
The Guardian’s business reporter, Terrence McEachern, is “All Business” with his latest column. For more, see our business section,
As vehicles have been transforming into “rolling computers,” so too the role of the dealership has been transforming with salespeople tasked with explaining a vehicle’s technical and safety features and making sure the customers is satisfied.
“It’s a customers support role as opposed to the traditional sales role,” explained Stephen Beatty, vice-president and corporate secretary of Toyota Canada.
Beatty was in Charlottetown this week to launch the 2018 Toyota Camry. The company chose Charlottetown because it’s the birthplace of Confederation to launch the vehicle and to coincide with Canada 150.
Beatty said that a potential customer has likely already researched a vehicle online and has narrowed a decision down to a couple of options. He attributes Toyota’s success on the Island to dealerships and sales staff’s ability to explain features, such as pedestrian detection and onboard cell phone service and emergency response, to customers.
“I think that’s the difference between being a front-runner in the market place and being somebody who’s bringing up the rear is the ability of the dealer network to really sit, understand their customer and give them that level of support,” he said.
With respect to the Canadian economy, Beatty said the fundamentals – growth and job numbers – are good.
But the company is keeping an eye on free trade developments as well as how company goals, such as producing lowemission vehicles, correspond with regulations and standards in the U.S.
Even though Canada has trade agreements with other countries and Europe, Beatty noted that the U.S. is still a major buyer of Toyota vehicles.
“It’s difficult when all of the regulatory requirements for the product are designed around U.S. standards,” he said.
Beatty said another industry challenge in Canada is how to advance automated, or selfdriving vehicles. He explained that on a nice day when the lines on the road are fully painted, the vehicle’s work well.
But when you factor in weather, the vast Canadian landscape or when “a moose runs across the road,” the technology becomes less reliable.
“You realize that Canada has a few tricks up its sleeve that downtown L.A. really can’t match.”
Testing on automated vehicles has begun in Ontario, but Beatty said it could be a while before those vehicles hit the road. A reason is that vehicles without automation on the road now would have to be replaced.
“Because, frankly, cars with little automation and cars with full automation don’t get along that well together,” he said.
“The reality is it takes longer for technology to move into the market to become affordable and useable for the average consumer. We can imagine the future, but getting there is the hard part.”
In the first half of this year, Toyota holds the top market share of vehicles sold P.E.I. and is fourth in Canada. It has also produced the most vehicles in Canada so far this year, according to the Canadian Automobile Dealers Association.