“Take On The Big Boys!” — Inside the Mind of a 70+ Rooftop Canadian Auto Giant Taking on the U.S. | Jared Priestner, CEO of Go Auto
About this episode
Jared Preciner, CEO of Go Auto, shares insights on the challenges and strategies of expanding a Canadian dealership into the competitive U.S. market. With over 70 rooftops in Canada, Go Auto's push into the U.S. is driven by a desire to test their mettle and seize growth opportunities, particularly in used cars. Jared discusses the importance of customer service, the integration of technology, and the unique culture of his dealerships. He emphasizes a people-first approach, valuing relationships over mere transactions, and outlines his vision for sustainable growth without the pressures of going public.
Go Auto
"I think it's the big leagues of the car business... Today I'm joined by Jared Preciner, CEO of Go Auto."
Go Auto is a company that sells cars. They started in Canada and now have stores in the U.S.
Go Auto is a Canadian automotive dealership group that has expanded into the United States, operating multiple retail locations.
dealership consolidation
"With consolidation accelerating and margins tightening, dealers are being forced to rethink where growth actually comes from."
Dealership consolidation means big car-selling companies are buying smaller ones so they can sell more cars and save money.
Dealership consolidation refers to the trend of larger dealership groups acquiring or merging smaller independent dealerships to increase market share and reduce costs.
used cars
"Jared Preciner across regions and where dealers are leaving real profit on the table, especially in used cars."
Used cars are cars that someone else has already driven. They’re usually cheaper than new ones.
Used cars are pre-owned vehicles that have been previously owned and sold by a prior owner or dealership.
Mercedes-Benz
"We have just picked up five, seven total... we got to an LA, two big four stores in LA. We just picked up last week. We've got five in Washington States, three in the Seattle area, two Kia and a Hyundai... And then we entered the US in 2023 in Bellingham, Washington, just right across the Canadian border with Toyota Mercedes."
Mercedes-Benz makes fancy cars that are more expensive and luxurious.
Mercedes-Benz is a German luxury automaker known for high-end vehicles such as the C-Class, E-Class, and S-Class.
Hyundai
"We have just picked up five, seven total... we got to an LA, two big four stores in LA. We just picked up last week. We've got five in Washington States, three in the Seattle area, two Kia and a Hyundai."
Hyundai makes cars that are usually affordable and reliable.
Hyundai is a South Korean automaker known for models such as the Elantra, Sonata, and Santa Fe.
Toyota
"We have just picked up five, seven total... we got to an LA, two big four stores in LA. We just picked up last week. We've got five in Washington States, three in the Seattle area, two Kia and a Hyundai... And then we entered the US in 2023 in Bellingham, Washington, just right across the Canadian border with Toyota Mercedes."
Toyota makes cars that are known for being reliable and fuel efficient.
Toyota is a Japanese automaker famous for models like the Corolla, Camry, and Prius.
Kia
"We have just picked up five, seven total. Seven and where are they located? We got to an LA, two big four stores in LA... we just picked up last week. We've got five in Washington States, three in the Seattle area, two Kia and a Hyundai."
Kia is a car brand that makes affordable cars and SUVs.
Kia is a South Korean automaker that produces a range of vehicles from compact cars to SUVs.
car business
"...in a very unique situation where my brother, Pat Preciner, he's the CEO of a company called Canada One Auto."
The car business is everything that happens around buying, selling, and fixing cars.
The car business encompasses all activities related to selling, financing, and servicing vehicles, including dealerships, parts suppliers, and automotive services.
Canada One Auto
"...his brother, Pat Preciner, he's the CEO of a company called Canada One Auto."
Canada One Auto is a company that sells cars in Canada. Pat Preciner runs the business and owns many car lots.
Canada One Auto is a Canadian automotive dealership chain that was founded by Pat Preciner, who serves as its CEO. The company specializes in selling new and used vehicles across multiple locations.
Auto Canada
"...he was the original Canadian car dealer to go public with a company called Auto Canada many, many years ago."
Auto Canada is a big car dealership company that used to sell cars and was the first in Canada to offer shares to investors.
Auto Canada was one of the first Canadian car dealership groups to go public, meaning it sold shares on a stock exchange. It played a pioneering role in the Canadian automotive retail market.
used car department
"...I grew up basically in a used car department, just kind of falling my dad to work kind of thing."
A used car department is the part of a car dealership that sells cars you already owned before. They check them over and sometimes offer a warranty.
A used car department is a section within a dealership that focuses on selling pre-owned vehicles. These cars are inspected, reconditioned, and often come with warranties or service plans.
driving school
"...they bought a driving school called young drivers of Canada and then we're going to give every four driver"
A driving school is a place where people learn how to drive. They teach you the rules of the road and safe driving techniques.
A driving school teaches new drivers the skills and rules needed to operate a vehicle safely. Some schools offer defensive driving courses that can reduce insurance costs.
defensive driving course
"...five hundred dollars off for taking the defensive driving course and my dad was like, oh, this is great."
A defensive driving course is a class that shows you how to stay safe on the road. If you finish it, your insurance might cost less.
A defensive driving course teaches drivers how to anticipate hazards and avoid accidents, often resulting in lower insurance premiums for participants.
Ford
"...that president went away and Ford got back on focused on just selling cars. They didn't want to be in the driving school business anymore."
Ford is a big car company that makes cars, trucks, and SUVs. It’s one of the oldest and most famous car makers in the world.
Ford Motor Company is an American multinational automaker founded in 1903, known for producing a wide range of vehicles from trucks to sedans.
Chrysler
"[512.8s] And I heard about a Chrysler store in Vancouver that was for sale, which my dad was like this is insane like Chrysler's a tough mark, tough brand and Vancouver is not a Chrysler market whatsoever."
Chrysler makes cars and trucks that you might see on the road. It’s a big company that has made many popular vehicles over the years.
Chrysler is an American automobile manufacturer known for models such as the Dodge, Jeep, and Chrysler brand vehicles. It has a long history in North America and is part of the FCA (Fiat Chrysler Automobiles) group.
DMS
""...including their DMS which is you know a record high so you know technology has completely infiltrated the dealership...""
A DMS is like a computer program that helps car dealers keep track of cars for sale, customers, and repairs all in one system.
DMS stands for Dealer Management System, a software platform that helps car dealerships manage inventory, sales, service, and customer data in one place.
online auto retailing upstarts
""...online auto retailing upstarts and not so upstarts anymore but things are changing...""
These are new businesses that let you buy a car over the internet instead of going to a physical dealership, sometimes delivering it straight to your door.
Online auto retailing upstarts are new companies that sell cars primarily through digital platforms, often offering home delivery and virtual showrooms.
EVs
""...we went kind of too far EV's it's swung back you have all you know the online auto retailing upstarts...""
EVs are cars that run on electricity stored in batteries, so they don’t use gasoline or diesel.
EVs refers to Electric Vehicles, cars powered primarily by electric motors and battery packs instead of internal combustion engines.
Nissan
"by the way you're looking at a Nissan center you know my name's Jared I take"
Nissan is a car company that makes many different models, like the Altima and Rogue. It’s one of the big car makers in the world.
Nissan is a Japanese automobile manufacturer headquartered in Yokohama, known for producing a wide range of vehicles from compact cars to SUVs and trucks.
Lincoln Navigator
"have a single like I have a Lincoln navigator because I drive my kids to hockey"
The Lincoln Navigator is a big, fancy SUV made by the U.S. brand Lincoln. It’s designed to carry families comfortably and has many luxury options.
The Lincoln Navigator is a full‑size luxury SUV produced by the American automaker Lincoln, known for its spacious interior and high‑end features.
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