Greg Sims Joins AIA

Marc Brazeau, president and CEO of the Automotive Industries Association (AIA) of Canada announced that Greg Sims has joined the Association as Senior Industry Consultant for Western Canada.

“Greg brings a great deal of leadership and experience to AIA on several important fronts, including stakeholder relations, business development, government relations, communications, and program promotion,” said Brazeau. “He will play an important role in helping the Association to grow its presence in Western Canada and to provide a more personal level of membership support and service to our members in British Columbia, Alberta, Saskatchewan, and Manitoba.”

Greg worked with Michelin Tire for 29 years, most of which were spent in Canada where he held numerous positions including: Western Zone sales manager, national advertising and public relations manager, and director of marketing.

In his final four years with Michelin, Greg acted as commercial director and was responsible for all non-manufacturing components of the business in Mexico and Central America. In this role, he was tasked with achieving a number of lofty goals, including incorporating Mexico into the North American group and transforming the company from a manufacturing-focused company to a market-oriented company operating in the competitive environment created by NAFTA. Compounded by the reality of working in a different culture and learning a new language, Greg worked closely with the Camara Huelera, which is the Mexican equivalent of the Rubber Association of Canada.

Following a hiatus from the industry during which Greg earned a degree in landscape horticulture and started his own landscape design company, Greg returned to the aftermarket industry as president and CEO of OK Tire Stores Inc. reporting to its board of directors. During his time with OK Tire, he sat on AIA’s board of directors. He then retired from his position as CEO in the fall of 2013.

In this newly created position with the Association, Greg will work closely with AIA’s four divisions in Western Canada and will provide guidance and support to the Association as it works to foster a closer working relationship with the tire industry. He will also work with staff in Ottawa to help to further government relations efforts in the Western provinces.