Automotive News Canada - March 2020 - v2 - 6

* MARCH 2020

HIRING 2.0 TALENT ACQUISITION AND RETENTION

Industry under pressure
to create its workforce
New TADA President Michael
Eatson, among others, says it
will cost money but is a clear
solution to the talent shortfall
By JOHN IRWIN
TORONTO BUREAU

high-paying, increasingly high-tech job opportunities in the auto industry.
"Not every kid needs to go to university. I think
we would all agree that [skilled] trade has kind of
had a perception over the years where parents say,
'I don't know if I want my kids to go on to do that.' "
Eatson is far from alone in speaking out on the
issue. In an address to the Automotive News Canada
Congress in February, John Stackhouse, a senior
vice-president of the Royal Bank of Canada, said the
auto industry is going through a "quiet crisis."
The auto sector could use internships and
post-secondary school partnerships to fill the skills
gap as technological changes upend the industry, Stackhouse said. Those partnerships, in turn,
could help diversify the industry, bringing more women and
indigenous Canadians into
technician roles, he said.
"I see this as a tremendous
opportunity."

TORONTO - A GROWING NUMBER OF
automotive executives in Canada believe the best
way for the industry to solve a critical shortage of
skilled labour is to go back to school in a serious and
potentially costly bid to generate its own talent pool.
Michael Eatson, the incoming president of the Trillium
Automobile Dealers Association
(TADA) of Ontario, said that
dealers must invest in co-op
FOOD SERVER TO FORD SERVICE
and apprenticeship programs to
Dealers who spoke at the
increase interest in the automoCanadian Automobile Dealers
tive field to get a new stream of
Association (CADA) Summit
techs into the service lane.
ahead of the 2020 Canadian
"It does cost you money, and
International AutoShow in
everyone is talking about pinchToronto in February said they
ing pennies, but I think in the
had to turn to nontraditional
long run, it's shortsighted if you
places to find workers, both in
don't invest in these kids and
sales and in skilled labour.
take a chance."
Patrick O'Regan, president
Eatson is dealer principal
of O'Regan's Automotive Group
of Peterborough Volkswagen in
in Nova Scotia, said he and his
Ontario and takes over from
Michael Eatson said a top priority of
managers are "driven and delibCliff Lafreniere as TADA preshis as the new president of the Trillium erate" when it comes to recruitident in April for a one-year
Automobile Dealers Association will be ing employees, going so far as
elected term.
to help make young people more aware
to ask a server or someone else
The shortage of skilled
of the high-paying, high-tech jobs in
in a service field whether they
labour has caught the attenthe industry.
would be interested in entering
tion of the Ontario government, P H O T O V I A M I C H A E L E AT S O N
the auto industry.
which in January pledged $14
"If we were to just advertise traditionally or look
million to pay for apprenticeships and work placefor traditional methods for talent attraction, frankments for postsecondary students and graduates.
ly, we would not be able to be successful," O'Regan
A 2018 study by the Business Development Bank
said.
of Canada said almost 40 per cent of Canadian small
Bill Harbottle, president
and midsize businesses were having difficulty hirof the Jim Pattison Auto
ing new employees, and the situation is getting
Group in British Columbia,
worse.
Alberta and Manitoba, said
"As our population ages and baby boomers retire,
his group has been turning
growth in Canada's labour force is forecast to fall
to more online resources
to near zero," the study warned. "We do not expect
and becoming more active
labour shortages to get better for at least a decade."
in career fairs to reach
AN INDUSTRY IN 'QUIET CRISIS'
out to young people about
opportunities in the indusEatson said one of his top priorities in his new
try.
role will be to work with schools, teachers and coun"I think finding people
selors to make young people more aware of the
today is one of our biggest
challenges and one of the
Mike Stollery: The
Automotive Business
biggest risks to our busiSchool of Canada
nesses," Harbottle said.
can help alleviate
Mike Stollery, chairman
the labour shortage
of the CADA and found* Age: 55
because the
er of the AutoIQ dealerstudents are already
ship network, touted the
* Education: Bachelor's degree in history/political
Automotive Business School predisposed to the
science, University of Guelph
industry. F I L E P H O T O
of Canada at Georgian
College
in
Barrie,
Ont.,
as
a
* Title: Dealer principal, Peterborough Volkswagen,
model.
about 125 km northeast of Toronto
"It's not just what they learn there, it's the fact
that they went there and had that passion heading
* Term: He takes over as president of TADA in April
into their educational process, to want to be around
for one year.
vehicles."
* Priorities: Boosting skilled trades, increasing
The TADA's Eatson said he is confident that
awareness of lucrative auto jobs
progress can be made on the labour shortage, but
dealers across the country - regardless of location,
* Background: Eatson grew up around cars and
size or brand - will feel the impact in one way or
the dealership, which was founded by his paranother.
ents in 1969. After graduating from university in
"It doesn't matter how big or small you are, we're
1987, he started working in a variety of roles at
all very similar and face the same challenges."
Peterborough Volkswagen.
- ANC
- Dana Flavelle contributed to this report

MICHAEL EATSON

TRENDING
STORIES
automotivenews.ca

ONGOING WEB COVERAGE

CORONAVIRUS CONCERNS

As the virus spreads, the auto industry, its supply chain
and public events such as auto shows are more likely to be
affected.

2020 FEDERAL BUDGET

The Liberal government is closing in on delivering its latest
financial plan. And with its $300-million electric-vehicle rebate
program going gangbusters, the feds might add more money
or qualify more vehicles.

FAMILY HAULER IS A SHOWCASE OF TECH

For many brands, new features first appear atop the lineup in
loaded luxury cruisers. But Fiat
Chrysler Automobiles has defied
that trend by giving growing families
first dibs on various gadgets through
its minivan platform. FCA has used
the Chrysler Pacifica to introduce
greater electrification capabilities as
the industry's first plug-in hybrid minPHOTO: FCA
ivan. The 2021 Pacifica is packed
with driver-assist technologies and will serve as the launch pad for
FCA's fifth-generation Uconnect infotainment platform.

VW GIVES E-GOLF OWNERS A JOLT

Volkswagen Canada and its subsidiary Electrify Canada will
offer two years of free 30-minute
charging sessions to owners of the
2020 e-Golf. Customers can enroll
in and manage their charging
plan through the newly launched
Electrify Canada mobile app.
Drivers can then redeem 30-minute charging sessions at any
charging station along Electrify
Canada's network, now being built. P H O TO : V O L K S WA G E N
By the end of 2020, the company plans to open 32 charging stations - with more than 128 chargers - across Canada.

CORONAVIRUS DAMPENS MOODY'S MOOD

Ratings agency Moody's is lowering its forecast for global auto
sales because of the coronavirus outbreak. It now says sales
will decline 2.5 per cent in 2020 instead of 0.9 per cent. Moody's
said in a report in late February that the outbreak would reduce
demand and disrupt supplies of parts and raw materials for the
auto industry.

FORD'S NEW REALITY FOR ITS NEW EV

In partnership with supplier Robert Bosch, Ford Motor Co. will
use virtual reality to teach service
technicians at dealerships how to
work on the Mustang Mach-E.
Through a headset, techs can learn
to service the battery pack and
remove and install the main battery. P H O TO : FO R D
Bosch said it's working on updates
that would allow techs to enter the vehicle virtually.

ROAD TO AUTONOMY HAS A HEAD START

The Toronto Region Board of Trade recommends Highway 407,
a 150-kilometre express toll route, be converted into what it calls
the "AV Highway of the Americas," a
real-time test bed for autonomous vehicles. Ross McKenzie, managing director
at the Waterloo Centre for Automotive
Research, said the proposal is achievable. "It's a very forward-thinking document, but it's not way out there." Some
infrastructure needed for vehicle-to-infrastructure connectivity already exists
P H O TO : G E TTY I MA G E S
along Highway 407, which runs from
Burlington, west of Toronto, to an interchange east of Oshawa.
That includes cameras, electricity and fibre-optic cable. "You're
just building on the existing infrastructure." - ANC

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Automotive News Canada - March 2020 - v2

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