Automotive News Canada - March 2020 - 18

* MARCH 2020

Data analysis drives solutions for retailers
By JIL McINTOSH

OSHAWA CORRESPONDENT

WILLIAM HA

HOW DID SPORTS NUTRITION
LEAD TO HIS LOVE FOR CARS?

DEALERS AND AUTOMAKERS
understand the importance of
a Customer Satisfaction Index
(CSI) and that's
the whole point of
William Ha's job.
As customer-experience supervisor for
Kia Canada, Ha, 38,
tracks CSI results
through dealer surveys and J.D. Power
data, looking for
problems to solve.
Ha's career path into automotive was hardly a straight
line, however, as he studied
nutritional sciences at university and spent half his career
in sports nutrition.
"My specialty was in developing supplements, such as
protein powders, but I always
loved cars. I started detailing
the family car when I was 10
years old. When I was a teenager, I got a job at Canadian
Tire in the parts department."

Seeking a change, Ha
joined Kia and analyzed CSI
under a two-year contract. He
then took a temporary position in aftersales at MercedesBenz, then did another stint
in nutrition before hearing
that his previous role at Kia
had opened up as a permanent
spot.
"I don't really have a typical day," Ha said.
"I crunch numbers
or do reports. I help
our field staff with
any questions or concerns. And I build
long-term plans,
such as setting quarterly targets for our
field team, so
dealers can
improve certain
metrics that are
high impact.
"We have
meetings as
well, including
with our executives, talking
through customers' issues to
improve how our
dealers operate."
Helping deal-

William Ha began in nutrition
science, but his love for cars pulled
him to the auto industry. Now he
tracks CSI results for Kia, looking
for ways dealers can improve
customer experience.
PHOTO: CHRIS WYNIA PHOTOGRAPHY

ers change means understanding the challenges they face,
Ha said.
"The industry is way
behind the times, because
when someone's buying a
car, they still have to sign billions of papers, they can't do
it online, and they have to
spend a lot of time at the dealership. What drives me is finding solutions to help our dealers improve, to drive loyalty
and have people stay with the
brand."

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DAVID ADAMS

STRATEGIES AIM TO
ENGAGE POLICY MAKERS
WHILE THE PRESIDENT
of the Global Automakers
of Canada has a public
profile, much of what
he does happens
behind closed doors.
"We're a small
office," David
Adams said, "so
I get to do all
the administration, from human
resources and payroll to what I'm

David Adams has to stay
on top of a range of issues
to ensure automakers have
input in government policy.
FILE PHOTO

there to do, which is strategic
direction to companies and
staff. I have to plan strategies
to engage government at the
federal and provincial level,
and these days a lot of those
tend to be environmental.
"Our board is CEOs of
the member [auto] companies, and they want to know
about things that will impact
their business, like the emissions regulations in B.C. and
Quebec."
Adams, 58, went to university for economics and psychology, but then studied for the
ministry.
"I worked in a church and
ran the youth program for a
year, but you are either called
or you are not, and after that,
I didn't feel compelled to go in
that direction.
"My father was director of finance at American
Motors, and he sat on a number of committees at what's
now the Canadian Vehicle
Manufacturers' Association.
And he said, 'They're looking
for a junior policy person, and
you should apply.' "
Adams stayed there for
more than 17 years, until his
current position opened up.
"We were separate associations, but there was a lot
of overlap and a coordinated
approach on government files.
Some at the senior level knew
me and thought I would be
good for this role.
"I need to see not only how
issues relate to each other but
how people need to connect to
take advantage of their shared
skill sets and the direction we
have to take. I'm a good communicator, and that's important with this job."

"We're in our 68th year,
but this is the first type of this
position ever," said Ali, 47.
"There was no playbook before
I started. My role is to work
with the Canadian supply sector on different ways to get better at making things.
"If you're not investing in
technologies, you're missing
the opportunity to grow."
Armed with degrees in
finance and business strategy, Ali built a web services and marketing company before working for a real
estate developer. He then
moved to Ontario's Ministry
of Economic Development, Job
Creation and Trade. That experience was invaluable when he
joined the APMA and worked
on proposals for government
to invest in advanced automotive technologies. He moved to
his current position in 2018.
"There are companies
developing software for autonomous vehicles; for infotainment, connectivity and cybersecurity, but if you're a traditional supplier, you're usually
not involved. You're not typically engaged with the startup
community because your parts
didn't require them.
"My job is connecting them,
in understanding the gaps and
opportunities between automotive technology and traditional
suppliers."
Ali is working with "new
sets of stakeholders," which
includes bringing new tech
companies into the automotive
fold. And when he meets with
automakers, he's talking with
their technology side rather than their manufacturing
departments.
"We have a significant role
to play in demonstrating value
to both sides," Ali said. "We
have to create connections and
partnerships to grow the new
automotive sector. My role
is getting people moving and
understanding where they'll
have to shift. There are icebergs ahead, and they have
to make sure they can move
before they get to the horizon."
- ANC

WARREN ALI

STEERING CANADA THROUGH
TECHNOLOGY 'ICEBERGS'

AS SO-CALLED SMART
vehicles increasingly become
reality, parts suppliers need to
be ready for a future shaped
by connected and autonomous
vehicles. This is the goal of
Warren Ali, vice-president
of innovation for Torontobased Automotive Parts
Manufacturers' Association
(APMA).

By connecting technology
with manufacturing, Warren
Ali of the APMA ensures that
Canadian suppliers won't be
left behind. F I L E P H O T O

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Automotive News Canada - March 2020

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