If there’s one thing consumers have learned about the businesses operating in today’s marketplace, it’s that bigger is not necessarily better when it comes to both service and the overall shopping experience.
The fact is, it’s rare that a big box store can offer the same kind of personal, committed customer service usually offered by a successful independent.
That’s especially true when it comes to the automotive industry, where huge conglomerate “dealer groups” have slowly absorbed many of the smaller independent dealerships that were once woven into the fabric of the communities in which they served. However, there are still auto dealerships out there fighting the good fight by remaining fiercely and proudly independent, and one of the best is located right in Kitchener.
“We’re not a dealer group, we’re an independent,” said Chris Restagno, New Vehicle Manager with Gemini Motors, the area’s premier Subaru dealership. “We were amongst the first dealerships to be awarded a Subaru franchise when the manufacturer came to Canada in 1978. While the brand came from humble beginnings, it has continued to grow to be one of the market leaders today.”
According to Restagno, big auto dealer groups form when a number of franchises come together under one umbrella with a single owner. That could mean the group offers vehicles from GM, Dodge, and Toyota, brands that remain competitors but are now being offered by the large auto group managing the entire operation.
“They get large, like big conglomerates, and it’s like a machine,” said Restagno. “These franchise dealerships are bought and sold more often than the cars they’re selling. It becomes a disconnect between the big machine and the customer.”
Restagno said there are many easy identifiable benefits to dealing exclusively with an independent when looking for a new car or truck.
“A lot of people really like the opportunity to deal with an independent like ours. First, the owner is right here in the store. We recognize who you are and can act fast to resolve any issue. It’s really all about relationships. We have had a long and storied relationship with many of our customers, in some cases for decades. I know myself, if I’m looking to buy a fridge or a stove that big box locations are an option, but I seek out independent stores because I know they’re going to be there for me should I run into an issue and that I am more than just a number.”
The dealership is thriving as an independent. In fact, Gemini Motors had an outstanding February, exceeding all sales targets. Restagno says the combination of the uniqueness of the Subaru line of vehicles coupled with the sales experience that we provide is behind the sales growth for both the dealership and the company.
“Subaru’s motto is Uncommon,” he said. “it’s a quirky little brand because it’s different. These are not your typical vehicles. They are all-wheel drive and rugged for the outdoors but you can also comfortably bring them downtown. Some people buy pickup trucks and will never put a 2-by-4 in the back while Subaru owners will strap a canoe to the roof. There’s a car in the showroom with a pop-up tent on it because that’s what people do with these adventure vehicles. They have top rated customer and safety satisfaction along with great tech and an unparalleled all-wheel drive system.”
With many of the COVID-19 supply chain issues now resolved, Restagno said it’s a good time to come into the dealership to take a test drive.
“As a dealership, for the first time since COVID we have inventory. For a while it was order your new car and wait six months or so. Now you can roll in and choose from one of the 19 Foresters available or the 40 plus vehicles we have on our grounds. We’re getting new stuff in almost daily.””
Visit Gemini Motors at 26 Manitou Drive, Kitchener. Or online here.
This article was sponsored by Gemini Motors, a 2023 CambridgeToday Reader Favourite.