A new family-owned car business is coming to PEI. Tammy Roach is Dealer Principal, her husband Robin is General Sales Manager, and their 11-year-old daughter Genevieve is Cookie Maker at the new Charlottetown Mitsubishi, which will open in November.
“Genevieve will help make cookies for our dealership’s Open House and help answer phones and greet people on Saturdays,” Tammy says. “I am doing this startup for my family, and we are all in.”
They are adding 2,500 sq. ft. to the existing building at 451 Mount Edward Road, and plan to have a five-car showroom.
It’s been about 11 years since Mitsubishi Canada had a storefront location on PEI. Earlier in 2018, Tammy received a request from the automaker to start her own dealership. Mitsubishi is known for its 10-year/160,000 km warranty and for its SUVs, which Tammy says is the fastest growing market in Canada.
Charlottetown Mitsubishi is using Facebook to get the word out about the new business, advertise jobs, and count down to their official opening this December. “Robin is the techie in the family and is handling the social media.”
- Business Manager
- Service & Parts Manager
- Sales Associate
- Red Seal Technician
- Apprentice Technician
“We are currently looking for a Business Manager and two Sales Associates.”
Tammy is using her dining room table as an office, planning the design of the dealership, the employee manuals and uniforms, and more. “It’s been a rollercoaster. Getting money to start the business has been the hardest part. I called everybody I knew who could possibly help and kept calling.”
Tammy’s career path
She began her career in the automotive industry nearly 20 years ago at Brown’s Auto as a Receptionist/Bookkeeper. Five years into her employment, she was offered the Controller position. Four years later, she was promoted to Fixed Operations Manager, overseeing detailing, service and parts. Five years after that, she was promoted to General Manager.
During her time as General Manager, Brown’s Volkswagen won the automaker’s Wolfsburg Award five years in a row. “There are 140 VW dealerships in Canada and usually about 20 win. It’s about reaching our new and used car sales and parts purchase goals, and doing well on our customer experience surveys. We also won the Diamond Pin Award, which is given to one or two VW dealerships across Canada. As well, the service department was named top 10 in Canada a few years ago.”
Tammy credits her success to team-building. “I always say what I do and do what I say, and I always tell my team what my expectations are. If an employee knows what is expected, chances are they will reach those goals.”
She says there have been challenges to being the only woman at all the meetings. “The men soon get over my presence. I learned not to take offence and showed them I was there to learn and do my job well. Over time, I have learned how to earn respect.”
For more information on Charlottetown Mitsubishi, call 902-213-5519.
Find the dealership on Facebook. Check out the website Auto Career Start and explore careers in the automobile industry. There are videos, job descriptions, a job board and event listings, plus more.