Service and parts operations put Ontario dealership on path to record year

A robust market in Canada is putting New Roads Mazda in Ontario on track for an impressive year, according to the store’s general manager, Curtis Biggs.

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“We're actually just reviewing our numbers for July—and we're ahead of last year. Seeing the data come in about used cars, (we are) somewhat…a little behind in June…The new, at least, for this location at this store, we're tracking to have a record year,” Biggs told Daily Dealer Live hosts, Sam D’Arc and Uli De’Martino.

One of the dealership’s most impressive areas? Fixed operations (better known as the service and parts department).

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“After a record year last year, we continue to set new records every month—and June was no different. It was a record month for fixed operations,” said Biggs.

Between the lines: While the auto retail business in Canada is very similar to the U.S., operating a store in America’s neighboring northern country does have some seasonal advantages for fixed operations.

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“(In) certain areas of Canada, for example, (winter) tires are mandatory… We store 1,000 sets of tires…and there are guys that store way more than us,” he explained.

Structurally, New Roads Mazda’s fixed ops pay plan is very traditional—with a major focus on productivity and expenses.

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“We know the gross profitability is important—which comes from your base, your tech productivity, getting hours out of those bays and keeping those bays full. The opposite side of that equation is the expense and keeping really tight control on expense,” said Biggs.

Looking ahead: The GM is now laser-focused on sustaining New Roads Mazda’s growth and success, leaning into several initiatives implemented to build on the dealership’s fixed operations.

Ensuring that the bays are full and the work coming in is quality—while leaning on secret shoppers to assess competitors to identify where service can be improved.
Reaching out to residents moving into new neighborhoods nearby —inviting them to visit New Roads Mazda to see what the dealership is like.
Building on the service team’s “Hollywood-style” video multi-point inspections (MPIs)—which are a major communication source for the advisors and technicians.

Staying focused: New Roads Mazda is making improving customer experience a priority across all facets of its operations as part of its growth strategy—which Biggs also sees as a way to offset some of the impact that U.S. tariffs have on the Canadian dealership.

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“Tariffs could be on; tariffs could be off. They could be 30%, 25%, 50%. The fact remains: people are going to need cars. People are going to need to service their cars. We don't control the price. What we do control is the experience,” he said.

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