A highly festive setting was the backdrop for the launch of celebrations marking the 20th anniversary of H Grégoire, Canada’s car superstore, which has become a key player in the used car resale industry. The past year ushered in a number of developments for this company, which opened two new franchises – in the Bas St-Laurent and Gaspésie regions – and relocated its Mauricie outlet to new premises in Shawinigan. H Grégoire’s regional implementation strategy, intended to better serve its customers, has culminated in a network of 10 superstores in Quebec as well as the set-up of one in Doral (Miami), Florida. More expansion plans are in the works.
“We successfully introduced the franchise concept in 2009, and the popularity of this business model has greatly exceeded our early objectives,” explains Pedro Lopez, principal director of franchise operations and development with H Grégoire. “Bolstered by our positive experience, which led to the opening of four new franchises – in the Saguenay, Estrie, Gaspésie and Bas St-Laurent regions – we are now looking to strengthen our regional presence and set up franchises in northern and western Quebec. On this note, our company has also started work on breaking into the Ontario and western Canada markets, as well as the Maritimes. Greg Hairabedian, our President and Founder, is also planning to build a second Florida superstore, in Pompano. Our objective is a total of 15 superstores by 2015.”
“Our franchise owners are extremely successful in their respective markets, since they are well-known in their local communities and really do care deeply about the success of our banner at that level,” added Claude Sincennes, executive vice-president at H Grégoire. “The H Grégoire brand, which has come to represent selection and quality, enjoys huge credibility in consumers’ eyes. Over the past 20 years, customer loyalty has always been a central tenet of our business, and we’re looking to capitalize on this strength so we can develop and break into new markets, thus improving the visibility of our brand.”
The company’s employees, partners and suppliers came together to celebrate, with much fanfare, this pivotal date in H Grégoire’s history, and a number of promotions, contests and activities were launched to mark the occasion. “We have presented a variety of initiatives in order to engage our customers and the general public, and a number of prizes are available to be won,” said Michelle Therrien, vice-president, marketing at H Grégoire. “Our spokespersons, David Desharnais and Dave Lévesque, will also be involved by going out and meeting with our customers. It’s our way of thanking all those who place their trust in us and, in their own way, are ambassadors for our brand.”
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