Automotive News Canada - December 2022 - 16

16
* DECEMBER 2022
2022ALL-STARS
PRE-PROBLEM
PROBLEM-SOLVING
GRETA
CUTULENCO
CEO
ACERTA ANALYTICS SOLUTIONS
THE TOK OF SOCIAL MEDIA
HARRY
KASPARIAN
CHIEF MARKETING
AND PRODUCT OFFICER
HGREGOIRE DEALERSHIP GROUP
here its future buyers go, HGregoire's
Harry Kasparian will follow. He
recently hired Quebec TikTok content
creator Alexis du Mais to create a humorous,
47-second video on how to buy a car.
The ad, designed to appeal to a younger
audience, combines the whimsy of a blondewigged
du Mais with practical information
on car buying. Marketing experts praised
Quebec-based HGregoire's approach, saying
reaching out through the " television-onsteroids "
platform is a master stroke in
engaging the 20- and 30-somethings in the
target audience.
HGregoire is a Montreal-based dealership
group comprising 31 dealerships across
North America, including 20 in Quebec.
NEVER-SAY-DIE ALL-STAR
JASON CAMPBELL
GENERAL MANAGER
CANADIAN INTERNATIONAL AUTOSHOW
N
avigating the perils of the COVID19
pandemic has been a challenge for
Jason Campbell, general manager of
Canada's largest
auto show.
The Canadian
International
AutoShow (CIAS)
was cancelled for
2021 and 2022, but
the pre-pandemic
2020 show had a
record attendance
of 335,000.
Despite
on-again/offagain
government
restrictions
on public gatherings since then, Campbell
remained optimistic and kept the CIAS buzz
alive, working to pull off 2020 and 2021 shows
that were ultimately cancelled.
A lot of water has passed under the bridge
since COVID-19 arrived, but Campbell predicts
a return to pre-pandemic public attendance
for the CIAS 2023, Feb. 17 to Feb. 26.
Even with health restrictions lifted, getting
the auto brands on board hasn't been
easy. But when Ford announced it would not
exhibit at the show, Campbell and his team
quickly pivoted, turning what was to have
been Ford's space into an indoor EV test
track for show visitors.
W
itchener, Ont.-based Acerta
has developed an artificial
intelligence model that helps
drivers predict potential maintenance
problems before they lead to
costly repairs. The system caught
the attention of Nissan, which
K
EXTREME INITIATIVE
FRANCESCO
POLICARO
VICE-PRESIDENT OF OPERATIONS
THE POLICARO GROUP
he Policaro Group of premium dealerships was
frustrated in its search for a communication platform
to improve customer service and efficiency
at its Toronto-area stores. So, it assembled a team of
12 people and drew on two third-party software companies
to create a bespoke solution.
Under the leadership of Francesco A. Policaro, the
group's vice-president of operations, the team developed
technology that simplified virtually every sales
BALANCING ACT
JEFF HANSEN
CR-V NORTH AMERICAN
PROJECT LEADER
HONDA OF CANADA MFG.
lobal production of the
sixth-generation Honda CR-V
began at Honda of Canada
Mfg.'s (HCM) campus in Alliston,
Ont., in September, followed by
assembly of the first hybrid version
of the popular crossover in
early November.
Jeff Hansen, the CR-V engineering
project leader for North
America, was among the driving
forces who made sure the autoRETAIL
USE OF AI
ADIL AHAMED
MANAGING DIRECTOR
DESTINATION AUTO GROUP
dil Ahamed has become a pioneer
in the use of artificial
intelligence and customer data
to make critical decisions about
inventory, marketing plans and
customer engagement.
Ahamed, 40, earned the 2022
Laureate in Business Innovation
award from the Canadian
A
G
maker hit both milestones.
" It was a lot of coordination for
about five years, " said Hansen, 54,
pointing to ongoing collaboration
between Honda plants in Ontario,
Indiana, Ohio and Japan.
Based at HCM, Hansen served
as factory lead for the previous
generation of the CR-V, and
was chosen to lead the North
American team on the redesign
Automobile Dealers Association
" for initiatives that significantly
enhance performance or broaden
scope for new car and truck dealers. "
Destination
Auto Group, which
operates four dealerships under the
Honda, Toyota and Mazda brands
in the Vancouver area, uses granular
sales data to know when customers
purchased their vehicles
and to understand customer preferences
in colours and options, even
those the buyer wanted but weren't
available. That data then informs
decisions on inventory, marketing
programs and targeted approaches
to customers.
T
partnered with the company to
explore applications in the automaker's
future products. Acerta
will team up with the Japan-based
Nissan Research Center to develop
a predictive maintenance platform.
The
tech firm will use
machine-learning models that
keep track of anomalies in vehicles'
key powertrain components
and notify owners when issues
arise, said Cutulenco, 31.
The $1.4-million project is
backed by $344,000 from the
Ontario Vehicle Innovation
Network. The rest of the funding is
split between Acerta and Nissan.
Founded in 2017, the partnership
advances Acerta further into
automotive. The company also
recently raised $10.4 million
" to improve manufacturing quality
in the fast-changing auto sector. "
and service interaction. In developing the
tool, Policaro, 42, was inspired by Amazon's
human-free interaction model.
Powered by artificial intelligence, the technology
makes it easier for automakers, dealers
and dealership groups to offer services, such
as booking appointments and loaner vehicles
for customers, under one platform, Policaro
said. The texting component connects the
telematics inside the car to the dealership.
The result, he said, is a " smarter, frictionless
customer experience. "
Realizing the company had a winner, Policaro
formed ACE (Automotive Communications
Ecosystem) Marktplace so the software could be sold
to other dealerships.
In February, ACE Marktplace's technology was
purchased by Quebec City-based Kimoby, a cloudbased
business instant-messaging company. The
Policaro Group represents the Acura, BMW, Lexus,
Porsche, Volvo, Land Rover and Jaguar brands.
for the 2023 model year.
Hansen said the higher weight
of the new hybrid compared with
the gasoline version was one key
area of focus.
" We had to make sure that
every component in the assembly
line that's going to have the higher
load was capable, so structurally-wise,
engineering-wise, and
safety-wise. "
The engineering team also needed
to carve out subassembly space
where the hybrid's battery and
associated electrical components
could be put together, and make
changes in the welding shop.
Part of a $1.4-billion investment
at Honda's Alliston campus, the
retooling work was a delicate balancing
act carried out as the previous
generation of CR-Vs continued
to roll off the line.
Automotive News Canada - December 2022

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