AIA Canada emphasizes industry collaboration, conversation at 2024 National Conference
Story by ALLISON ROGERS
The automotive aftermarket is on the brink of greatness—that was one of the key messages and takeaways from the Automotive Industries Association of Canada’s National Conference this past April. But some serious industry-wide conversations need to happen before we get there.
On April 23 and 24, 2024, AIA Canada hosted more than 200 automotive aftermarket industry representatives for its annual conference. Topics on the docket included some heavy-hitters, like solutions to the skills shortage, profitability in the current market, the challenges we’re facing as electric vehicles gain a bigger share of Canada’s vehicle parc and more. The event was jam-packed with useful information, thoughtful opinions and concrete data to paint the picture of our future. Here are Collision Repair mag’s takeaways.
EMPHASIZE THE OPPORTUNITIES
Current industry recruitment methods are not inspiring younger generations, according to Kevin Weaver, President and CEO of Ontario’s Georgian College.
He told attendees of the overcoming labour market challenges in the industry panel that we have to inspire prospective employees “young, before they develop a bias toward a university education.”
Sylvain Seguin, president of Fix Network Canada, emphasized that the industry needs to do a better job at framing a career in trades like collision repair and auto service as a “lifelong solution.”
“From appraiser to owner, to sales or network or supplier representative…there are so many opportunities that we need to inform people of.”
He added that further initiatives need to be directed toward parents who may turn their noses up at the idea of their kid working in a bodyshop.
“The visual that some parents may have, that their child will be working in a dusty, dirty facility…it’s not like that anymore. I look at today’s trade and see a better career than what I entered 35 years ago.” Additional panellists Alan McClelland, dean of Centennial College’s School of Transportation and Shannon Spano, VP of Sales for Wakefield Canada, agreed that there’s no “silver bullet” or easy answer, and all verticals of the aftermarket need to work together to achieve a skills solution.
THE INDUSTRY’S BALANCING ACT
During a special live recording of the Curbside Chat podcast, Sabrina Thring, Driven Brands’ collision group brand president told the audience that there’s an ongoing conversation about the collision industry’s balancing act.
“You have a disconnect between the OEs, the insurers, the shops,” she said. “At Driven, we spend a lot of time on focus groups, understanding profitability in the current situation and how we can continue to make money in this changing market.
“Pleasing the customer, the OE, the insurer and your staff—all with the bottom lines we’re getting. That’s a big topic of discussion amid our network right now.”
OPEN YOUR MIND
Artificial intelligence was another highly discussed topic.
During the live podcast recording, Paul McCarthy, president and CEO of MEMA Aftermarket Suppliers, said, “If you’re not using AI in your sales or marketing, you’re working too hard.”
Doug Stephens, founder and CEO of Retail Prophet, emphasized the impact AI has on customer experience and expectations. He touched on how artificial intelligence is already widely used in retail settings—such as in restocking tools using AI-driven vision to mark empty shelves; AI tools that companies like Starbucks use to customize and cater to a personalized customer experience or cameras that pick up known behaviours to flag potential thieves or nefarious characters. Stephens also noted that the automotive industry could be at risk when it comes to AI tools that mimic people’s appearances or voices.
“What if AI impersonates your customer, and that AI tells you that they [the customer] are sending someone else in to pick their car up? What do you do then?”
IN THE HOT SEAT
AIA Canada welcomed its new chair at its National Conference, and it’s a familiar face to the collision industry—Ryan Bruno, president and CEO of CSN Collision Centres. Collision Repair magazine spoke to Bruno at the event to hear how he plans to shake things up at AIA Canada. Check out our interview for more details on the organization’s future efforts for the collision industry.
