Leggat Chevrolet Buick GMC
As the most eastern dealership in the Leggat Automotive Group, Leggat Chevrolet Buick GMC provides strong local business and community ties and the exceptional customer service that the entire Leggat organization is known for. Serving the Etobicoke and Rexdale areas of Toronto, Leggat Chevrolet prides itself as one of the most progressive retailers of General Motors vehicles in Canada.
The Leggat Story
In 1922, Roy Leggat opened his first automobile dealership in Hamilton, Ont., selling Ruggles trucks and later switching to Oakland (the predecessor of Pontiac). In 1932, he began selling Chrysler automobiles and continued to do so until 1962. Today, dealerships bearing the Leggat name can be found throughout Ontario selling Chevrolet, Buick, GMC, Honda, Toyota, Mazda, Kia, Cadillac and Acura.
The Leggat brand has always encompassed an unsurpassed work ethic, and this remains in place today with the second and third generation Leggats Doug and Brian. “The sense of family and dedication to customer service are what has and always will drive the Leggat brand,” says Brian Leggat.
“There are seven Leggat dealerships in southern Ontario from Leggat Chevrolet Buick GMC in Toronto, to Team Honda in Milton, four in Burlington (the flagship Cadillac-Chevrolet-Buick-GMC store, as well as Mazda, Acura, and Kia stores), then out to Ancaster Toyota just outside of Hamilton. While we are all part of the Leggat Auto Group, we also have the flexibility to address the requirements of each of our individual markets and brands. This gives us the best of both worlds in that we can be big when we need to be big (i.e. offering over 350+ used vehicles and a consistent brand of reliability and customer service), yet we can be small too when required such as by being responsive to our local communities through initiatives like our Leggat Athletic Program and Leggat Care Foundation,” says Brian Hoecht, General Manager of Leggat Chevrolet Buick GMC.
Leggat Chevrolet Buick GMC is at one of the most accessible locations in Toronto being just north of the Pearson International Airport and just east of the Woodbine Racetrack. The dealership sells between 400-500 new and 300 used cars per year, making Leggat’s Rexdale Chevrolet dealership one of the bigger stores for Chevrolet in Canada.
“You Can Always Count on Us”
The idea behind the Leggat Automotive Group’s trademarked tagline is for Leggat stores to play the role of trusted advisor to their clients: not only when customers purchase their new or used vehicles, but most importantly during the service years between purchases. “Even in the day and age of the Internet people still want to do business with local businesses they know and trust. We play the role of trusted automotive advisor, and that’s what our brand is built on right across the Leggat Auto Group. What we promote locally is ‘the helpful friendly dealership’. We spend the time in the local community, getting to know local businesses and the people who live here. The car business has been and always will be about the personal approach and having strong personal relationships will always be more powerful than large marketing campaigns.
“Car dealers have always been pillars in their community and at Leggat we will always follow that legacy.” — Brian Hoecht
“The point of building personal connections is to create a comfortable atmosphere where consumers know they can take their needs and problems and come away happy. How many businesses do you drive past every day? To me, the most effective and profitable advertising is getting to know consumers around our dealership, so they know why they are coming to our stores. Once we have them we will spend money to keep them. This approach has been really good for us, our consumers, and our bottom line,” states Hoecht.
The Leggat Automotive Group (LAG) has developed the Leggat Care Foundation under which it teams up with community partners to tackle difficult and underfunded local challenges. The Leggats and the Leggat dealerships feel the best way to have a positive impact on the communities in which they operate and to remove barriers that may stand in the way of people achieving their true potential is through focusing their efforts in the categories of health care, poverty reduction, local sports, and education funding, and improvement opportunities.
To the question “what makes a successful salesperson”, Hoecht said, “You have to be personable, you have to listen, and you have to ask engaging questions. We have even renamed our sales consultants ‘Automotive Joy Consultants’, because people don’t want to talk to someone who will sell them a car, they want to talk to someone who will make them happy about their choice of a car. It’s about perspective and paradigm. People simply want to know that they can trust you, and that’s what we do: we spend the time and money with our brand to earn that.”
Besides Leggat helping people with their vehicles, corporately General Motors of Canada has taken a strong stand toward customer enthusiasm, creating dealer support programs that help its dealers help customers in need. “We had a customer with a Chevy Malibu hybrid, and the car was inexplicably using up a lot of oil, and required oil service every month. GM took the initiative, covered the negative equity on the car, and helped us structure a deal that put the customer into a brand new car. You would not see this from any car manufacturer I know of say 10 years ago,” says Hoecht. “Today’s GM is really helping dealers help their customers for the long term good of their brand.”
Despite the ever-changing customer shopping patterns, the Leggat Auto Group is a brand that stands above the competition by forging strong relationships and trust with its customers, and serving as a pillar in its local communities.