Meet the new boss
TADA president Benny Leung always puts people first
My name is Benjamin (Benny) Leung, and I am the new president of the Trillium Automobile Dealers Association (TADA). I am thrilled and honoured to serve our association for 2013-14, representing more than 1,100 new-car dealers across Ontario.
In this weekly column, I’ll have an opportunity to explore a range of dealership- and consumer-related topics. I hope that my column provokes discussion and debate among car enthusiasts and industry folks alike.
First, a little about myself, and a confession: I love the car business, but I am not a car person. At heart, I am a “people” person, and by putting people first throughout my career, I have achieved what some may consider a measure of success.
Unlike many of my predecessors who grew up in the car business, I came to the industry almost by accident. I originally earned two university degrees (mechanical engineering and business administration) and planned for a career in either discipline.
However, jobs were scarce in the early 1980s. While struggling to find work and needing a car, a friend suggested I try auto sales, where I would at least have the use of a demo vehicle.
With my personality and love of people, I realized I was a naturally gifted salesperson. After my first complete year, I earned sales master honours and, within three years, I was managing a Chrysler dealership.
Although the work was challeng- ing, the long hours and job stress took a toll on my relationships and health. So I left the car business and sold insurance for two years.
Feeling unfulfilled and restless, I returned to the car business in the mid-1990s. I managed Parkwood Central Chev-Olds and then became dealer principal of Hyundai of Oakville in 1996 (with a partner), doubling the dealership’s sales in the first year.
In 1998, I acquired (with a partner) a struggling franchise in Toronto and renamed the dealership Toronto Hyundai. That same year, I received a Best Turnaround Award from the Association of Chinese Canadian Entrepreneurs. A few years later, I became the sole dealer principal of Toronto Hyundai, a title I have held ever since.
In June 2004, we built a new, modern facility on the same location as the previous building. Today, our dealership employs more than 50 people and is a successful, multilingual franchise. For me, the key to success in the car business has been hiring people who share my work ethic and “people first” philosophy, and providing great value and service for our customers. When you look after customers and treat them fairly, they will become long-time customers, and recommend you to their friends and family. My “people first” philosophy extends into the community as well. Our dealership is a strong supporter of Hyundai Hockey Helper, MADD Canada, local sports teams (soccer, hockey and volleyball), provides supplies for underprivileged children in nearby schools and lends financial assistance to local groups and fundraising initiatives. Throughout my career, I have been a strong supporter of dealer groups and have worked closely with manufacturers. In 2006, I joined the TADA board of directors and, later, the executive committee. Being part of TADA has been a great honour and a learning experience, and I have met many wonderful colleagues, suppliers, partners and other dealers. When I’m not working, I enjoy travelling and spending time with my wife, Lorri, and our young children. I also enjoy entertaining friends at home and the occasional game of golf, a sport that provides a welcome break from my hectic schedule. I am looking forward to providing columns for Wheels over the next year, and I’m especially looking forward to readers’ feedback. This column represents the view of TADA. Email president@tada.ca or visit tada.ca. Benny Leung, president of the Trillium Automobile Dealers Association, is a new-car dealer in the GTA.