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Innovator was friend and mentor to many - July 04, 2009
Ross McKenzie, 73, helped steer new course for auto dealerships
Our industry has lost a true leader and innovator with the passing of Ross McKenzie.
Although I didn't personally know McKenzie, who died in April at age 73, his presence has been felt throughout the car industry for decades. His career began in the late 1970s after a stint with 3M, when the owner of a struggling General Motors franchise (Parkwood Chevrolet) approached McKenzie with an offer to purchase a 50 per cent stake in the business.
Never one to shy away from a challenge, McKenzie bought in. This was at a time when car dealerships were fairly staid and traditional.
Drawing on his leadership and marketing instincts, McKenzie soon improved Parkwood Chevrolet's image and fortunes. Within four years, it was the fourth-largest GM dealership in Canada.
McKenzie had a keen eye for spotting talent. He was good at assessing people and determining what they could do well, and then providing them with the tools and resources they needed to flourish.
He was also strong on the sales and marketing side of the business, introducing incentive-based programs for top-performing salespeople and managers.
In return for achieving their goals, McKenzie would fly employees to Las Vegas or Hawaii for a holiday. This incentive program eventually caught on at other dealerships throughout the country.
He once staged a promotion for Cadillacs, in which buyers would receive a full set of Samsonite luggage. This promotion was so successful that McKenzie could barely keep enough Cadillacs in stock.
McKenzie also developed incentives for other departments in his dealership. He believed a successful business required the talents and efforts of all employees, and he would reward them generously.
In the early 1980s, McKenzie expanded, buying Westwood Chevrolet Oldsmobile in Toronto and Bay Motors in Belleville.
One of McKenzie's biggest contributions to the retail car business was in auto leasing. He didn't pioneer leasing, but he did make this ownership option more attractive for companies and individuals.
In the early 1980s, McKenzie founded an auto leasing company called CVL, which evolved into Triathlon Leasing. Under McKenzie's direction and leadership, Triathlon grew to become Canada's largest vehicle leasing company with 75,000 customers.
Auto leasing used to be considered unglamorous – until Ross McKenzie entered the picture. He had the vision and leadership skills to make leasing a substantial business by introducing service cards, buybacks and flexible payment options.
In 1979, McKenzie saw an opportunity to form a buying group with other new-car dealerships. This initiative became Co-Auto Co-Operative, a buying group for Ontario and Quebec new car dealers.
With Co-Auto, dealerships could save money with competitive pricing, rebate programs and profit sharing. Today, Co-Auto represents more than 1,100 dealerships with 500 shareholders and 500 associate members.
Although McKenzie exited the auto business in the early 1990s, he continued to pursue his other business interests: homebuilding, furniture, ski wear and GPS systems.
When he wasn't working, McKenzie enjoyed playing golf and spending time with family and friends. His son, Ross Jr., recalls that his father never missed a soccer or hockey game and was extremely proud of his children.
Throughout his life and career, McKenzie gave back generously to the community. When asked to help raise money for suicide prevention, he helped that organization raise more than $1 million.
A friend, mentor and inspiration to many, Ross McKenzie helped to steer a new course for car dealerships through the 1970s and 1980s.
His contributions to our industry were considerable and he leaves a proud legacy of leadership and innovation.
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