Growth fuels need for new dealer
By Mike Bryan, UCR Vice President
For those of us who have driven along the QEW in Oakville over the last year or so and observed this new Porsche dealership gradually rising from the ground, the October UCR Monthly Social was the moment we had all been waiting for—to be there inside this sparkling, brand new structure as it came alive with people and Porsches. This was the culmination of more than two years work for the Policaro Automotive Family in securing the franchise and the location, and then building the largest Porsche facility in Canada. After more than 30 years growing their automotive dealership business in Brampton and Barrie, the Policaro family has combined its accumulated knowledge with its creative talent and that of Porsche AG to develop a truly state-of-the-art facility in Oakville.
No doubt with an eye to the sustained growth in demand for their vehicles and the expanding Porsche vehicle line-up, Porsche Cars Canada has been adding new locations across the country in recent years. The latest addition, Porsche Centre Oakville, has been developed to serve the western GTA, including Oakville, Burlington, Hamilton and surrounding communities. Porsche has set high standards for its dealer facilities and there is always a sense of being in a special place when one crosses the threshold. This newest facility goes a step further and is far removed from the traditional car dealer image. First of all, at 55,000sqft, it is large by any dealership standards, let alone a niche brand such as Porsche. There is a spacious airy feel and one of clinical efficiency, too. To give you an idea of the size, the 250 members at our October Monthly Social were easily accommodated among the 22 gorgeous Porsches in the spacious new vehicle showroom.
The following week, the dealership hosted some 800 guests at the official opening, including Porsche AG Executive Board member, Bernhard Maier, who expressed his delight on the Canadian market’s dynamic performance. Also present was Magnus Walker of the Urban Outlaw Shop in California, where he has built an international reputation (partly thanks to UCR’s own Tamir Moscovici who made a documentary about Magnus) for restoring vintage Porsches with limitless passion and zeal.
In addition to the new vehicle showroom, there is an indoor pre-owned display area for 20 vehicles, a service area with the latest diagnostic and web-based communication tools, and a dedicated area for Porsche Classic Service. Moving quickly from the past to the future, or perhaps the present, it was interesting to see so many plug-in stations, a reminder that hybrid vehicles are already an increasingly important feature of the Porsche landscape. Other interesting features include a huge video wall, a Porsche Kids’ Play Area, the Carrera Café and a covered area from which test drives could be taken.
Delving a bit deeper, it is clear that here is more to this sparkling new dealership than meets the eye. It was constructed with efficiency in mind and was able to take advantage of the latest technology with features such as fully automated LED lighting, heating, ventilation, air conditioning and audio/video systems, as well as water-powered aqua-lifts in each service bay.
Since opening its doors in September, Porsche Centre Oakville is off to a great start. After all that planning, preparation and decision making on so many details, General Manager Francesco Policaro is delighted that his new dealership has hit the ground running. Francesco and his handpicked team of 46 customer-focused staff eHelook forward to welcoming UCR members and providing them with the very best friendly and efficient service.
As Canadian sales of Porsche vehicles continue their upward path, it is good to see the growth in capacity that will help to meet the needs of current and future Porsche owners. We wish Porsche Centre Oakville every success and look forward to enjoying the kind of mutually beneficial relationship that we aim to foster with all Porsche dealers.