Automotive News Canada - October 2016 - V2 - 3
SECOND FRONT
NOW, THAT'S A
WRAP
The idea to wrap
the Edmonton airport
tower was pitched to
several automakers
By HARRY PEGG
CALGARY CORRESPONDENT
A 17-MONTH CONTRACT
involving Lexus dealers in Edmonton, Lexus
Canada and the Edmonton
International Airport is garnering national media and
Internet attention, all for a
unique pairing of promotion
and customer service.
In what Pattison Outdoor
Advertising Vice-President
and Prairie Region General
Manager Brian de Ruiter
calls the "integrated Lexus
program," the entire airport tower building has been
wrapped in a giant Lexus
billboard, and 30 prime
Lexus customer-only parking
spots have been reserved in
the parkade, closest to the
terminal.
No one close to the
project would dis-
cuss the cost but its reach
has been extensive. Some
media reports called the
parking spots elitist; supporters call it creative marketing.
The not-for-profit airport
sees it as a fund-raiser.
It was de Ruiter's idea to
pitch the wrap and the parking as a package, making it
the first such integrated program with a car company
in Canada. "We pitched it to
Lexus, Audi and BMW [and]
Lexus jumped on it."
"Our Edmonton area
dealers, in partnership
with Lexus Canada, wanted to take advantage of
this high-visibility and
high impact first-to-market
opportunity," said a Toyota
Canada spokesperson. "We
saw the marketing activation
opportunity with the building wrap and parking spaces
as yet another way to provide
SEE WRAP PAGE 20
Although, there has
been some controversy, the not-for-profit
Edmonton airport
considers the Lexuswrap project as a
fund-raiser.
(PHOTO: PATTISON
OUTDOOR ADVERTISING)
03
10.16
Parts shortage slows
Takata airbag recall
By STEVE MERTL
VA N C O U V E R C O R R E S P O N D E N T
NEARLY 20 PER CENT OF
Takata airbag recalls in Canada
have been completed, up from
15 per cent in June, Transport
Canada reports.
Parts availability is slowing
progress of the recall, which
affects some 4.3 million vehicles
in Canada and is the largest in
automotive history.
Replacement airbags are
being directed first to high-risk
areas in the southern United
States, where high heat and
humidity are thought to cause
the devices to detonate with
too much force and send metal
shards through the cabin.
As many as 14 deaths worldwide have been linked to the
defect, but the federal transport
agency says there have been
no reports of abnormal Takata
deployments in Canada.
However, an airbag from
another manufacturer, ARC
Automotive, is the focus of an
investigation into a collision
in Newfoundland in July that
killed the 83-year-old driver of a
2009 Hyundai Elantra.
The agency says that investigation is "still in the early stages." - ANC
TRANS-CANADA NEWS
5,000 KILOMETRES OF STORIES
Winter performance
driving program
glides into Gimli
Mark Motors opens
Audi store on former
Cadillac-Chevrolet site
GIMLI, Man. - This small
town on the western shore of
Lake Winnipeg - best known
for the 1983 Gimli Glider incident when an Air Canada
plane full of passengers ran out
of fuel at 42,000 feet and landed safely there; and for making the world's best whisky
(Northern Harvest Rye 2016)
- will host the first MercedesBenz winter performance driving school ever held outside
Europe.
Two programs will take
place from Jan. 30 to Feb. 27.
Participants can join the threeday Winter Sporting Advanced
program or the four-day
Advanced Plus program, both
of which culminate in a final
race at the end of the session.
Gimli is located about 50 kilometres north of Winnipeg.
OTTAWA - Longtime family
dealership Mark Motors has
created two standalone stores
for Audi and Porsche sales in
east Ottawa.
Mark Motors Audi East
opened in October in a
much-refurbished building at 458 Montreal Rd. that
was home to Belisle Cadillac
Chevrolet until owner Paul
Belisle's retirement in 2013.
An expanded Mark Motors
Porsche remains at the 611
Montreal Rd. site it shared
with Audi for four decades.
The new store is the second
standalone Audi dealership for
the Mrak family (it adopted an
easier spelling for its business
name). A west Ottawa franchise opened in 2005.
SEE TRANS-CANADA PAGE 20
Mark Motors Audi East opened in a refurbished building
that was home to Cadillac-Chevrolet dealership.
Low Canadian dollar has mixed effects on parts suppliers
Companies such as
Linamar lose out when they
buy equipment from U.S.
suppliers, but the CEO says
they are "naturally hedged"
By STEPHANIE WALLCRAFT
TORONTO CORRESPONDENT
THOUGH EVERY COMPANY HAS ITS
own unique story in the current fiscal
climate, two major players in the parts
and logistics segment of the automo-
to naturally hedged,"
tive industry say they're
Hasenfratz said. "We have
adequately shored up and
a fair chunk of revenue
weathering the latest storm
that comes in Canadian
created by the lower value
dollars and we have some
of the Canadian dollar.
in U.S. as well.
On the parts man"We also have a lot
ufacturing side, Linda
of U.S.-dollar expenses
Hasenfratz, CEO of major
Linamar CEO Linda
Canadian drivetrain
Hasenfrantz refers to her because we buy most of
our castings and forgings
components producer
company as "naturally
in the U.S., and we pay
Linamar, says that the
hedged."
in U.S. dollars for most of
Guelph, Ont., based comour capital equipment and a lot of our
pany has enough back-and-forth flow of
tooling," she said in an interview with
U.S. dollars to stem the tide.
Automotive News Canada.
"We've always been pretty close
"As a result, the in-flow and out-flow
of U.S. (dollars) is pretty close. It's not
exact; in the past we've actually been
fully naturally hedged. At the moment
we have a small amount of excess U.S.
dollars, so that means we've got a bit of
a tailwind but not much. So, the impact
to us is minimal."
Different companies will operate
under different financial strategies, but
Hasenfratz said that Linamar is on firm
footing.
"In my opinion, I'm happy with (it),"
SEE LOW PAGE 20
Table of Contents for the Digital Edition of Automotive News Canada - October 2016 - V2
Automotive News Canada - October 2016 - V2 - Intro
Automotive News Canada - October 2016 - V2 - 1
Automotive News Canada - October 2016 - V2 - 2
Automotive News Canada - October 2016 - V2 - 3
Automotive News Canada - October 2016 - V2 - 4
Automotive News Canada - October 2016 - V2 - 5
Automotive News Canada - October 2016 - V2 - 6
Automotive News Canada - October 2016 - V2 - 7
Automotive News Canada - October 2016 - V2 - 8
Automotive News Canada - October 2016 - V2 - 9
Automotive News Canada - October 2016 - V2 - 10
Automotive News Canada - October 2016 - V2 - 11
Automotive News Canada - October 2016 - V2 - 12
Automotive News Canada - October 2016 - V2 - 13
Automotive News Canada - October 2016 - V2 - 14
Automotive News Canada - October 2016 - V2 - 15
Automotive News Canada - October 2016 - V2 - 16
Automotive News Canada - October 2016 - V2 - 17
Automotive News Canada - October 2016 - V2 - 18
Automotive News Canada - October 2016 - V2 - 19
Automotive News Canada - October 2016 - V2 - 20
Automotive News Canada - October 2016 - V2 - 21
Automotive News Canada - October 2016 - V2 - 22
Automotive News Canada - October 2016 - V2 - 23
Automotive News Canada - October 2016 - V2 - 24
Automotive News Canada - October 2016 - V2 - 25
Automotive News Canada - October 2016 - V2 - 26
Automotive News Canada - October 2016 - V2 - 27
Automotive News Canada - October 2016 - V2 - 28
Automotive News Canada - October 2016 - V2 - 29
Automotive News Canada - October 2016 - V2 - 30
Automotive News Canada - October 2016 - V2 - 31
Automotive News Canada - October 2016 - V2 - 32
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