Downtown Volkswagen Complete Expansion
by Scott A. Sumner
I asked Devan Mascarin,General Manager of Downtown Volkswagen some questions after the completion of their new building expansion!
1. Devan can you give us some of your family background in business locally? – I'm the second generation within the family business. My father, Bert Mascarin, the Dealer Principal of Downtown Volkswagen took over ownership/operations of the original Volkswagen franchise back in 1997. I started working at roughly 16, where I progressed over the years working in detail, shuttle, sales, parts, service, etc. My dad insisted that I embark on some unique and challenging tasks when I was first starting out. Years later I would come to the realization that I had the privilege/appreciation of learning/working firsthand in all aspects of the business. I was also fortunate to have received the opportunity to attend the automotive business school of Canada, which allowed me to further my education and fuel my passion for the automotive industry. Today, I'm a proud General Manager and extremely fortunate to work with my father, and our amazing team of hardworking, knowledge, and friendly staff.
2. Can you give me some history of the VW dealership in Thunder Bay ? When did it open and
how has the progression been.
The store has been very successful in Thunder Bay since the beginning?
- Initially the business was located on memorial avenue (now redzone) and spent several years within that facility. After a few years of consecutive growth, the dealership grew and required a new facility, which is our current facility at 591 Central ave. Operations in the new building, at that time, began in 2003. Fast forward and we're now in our 27th year of service, as an authorized Volkswagen dealer. We were extremely fortunate to be recognized by Volkswagen Canada for our 25th year of service, which was 2022.
- As noted above, my father took over the previous Volkswagen franchise in 1997. At the begging the brand wasn't in the best shape locally and required some work. My father, coming from the collision industry (Mascarin's collision center) decided to take a chance by leaving his successful family business at the time, and investing in the struggling franchise. Through years of blood, sweat, and tears, he was able to recruit and retain some amazing staff, retain some amazingly loyal clients, and turn the dealership around. His mindset and mission, since day one, which is still our number one attribute and commitment today, is unsurpassed customer service. Our business is built on trust, transparency, and being appreciative of the local customers who support us and helped us collectively grow to who we are today. Our goal in business is simply to provide our valued clients with a friendly, positive experience every time they enter our facility. Whether they're visiting to purchase their first, second, or third Volkswagen, in for regular maintenance, or have an issue that requires service attention, we pride ourselves on being accountable and most importantly approachable to our customers. We don't hide from our clients; we take great pride in servicing them and ensuring they're taken care of through out their entire ownership experience.
3. The Downtown VW dealership has been undergoing a significant expansion which is almost
finished now. This is a major accomplishment and I'm sure has taken great planning and effort
to accomplish.Tell me about the process and steps along the way? What was involved in this
build including the time frame involved,
contractor, sub trades and their work?
- This was a complete renovation project. We added roughly 4700 square feet. Renovations were done to modernize our showroom, enhance our customer lounge, provide additional service reception space for customers and staff, additional service bays to increase shop capacity (12 service bays, alignment rack, tire center, full detail center), and an indoor delivery area, for clients to take delivery of their vehicles with protection from the elements year-round. We also invested heavily in EV infrastructure, as the brand has positioned themselves as a leader in this emerging market. Our facility is on the verge of retailing and servicing EV vehicles, with state-of-the-art equipment, modern charging solutions, and factory trained personnel.
- The process started back in 2019, and we decided last minute to abort the project and go back to the drawing table, as we weren't confident with the initial layout. Following the pandemic, we partnered with i4 architect and approached the team at Aurora Contracting, to take on the project as the project manager. The build process started in August 2023 and was finished almost 1 year to the date. The process was unique as we had to operate in 50% of the building, during the entire reno. Aurora was fantastic, as were the sub trades, in allowing us to function and flow on a daily basis. Obviously, there were minor interruptions and adversities we had to overcome, but collectively with their partnership we were able to mitigate any serious downtime, which allowed us to properly serve our clients, while working in a safe environment.
- Personally, it was a privilege having the opportunity to watch the tradesmen perform their specific profession. I think most people take their effort, hard work, and expertise for granted. Watching firsthand, and being apart of the decision making, it really makes you appreciate the entire suite of skilled trades. From demolition to rebuilding and finishing, everyone had a place and a purpose and executed their trade to the best of their ability, which we're extremely thankful for.
4. Downtown VW has remained open during the construction period. Tell me how your staff and
customers dealt with this?
- Seeing as how we almost proceeded with renovations back in 2019, we had a gameplan to ensure we could communicate internally and externally, with our valued customers. Internally, we set up systems that allowed us to remain in constant communication, while working in different physical facilities. At times this was obviously difficult, but we worked hard to find simple solutions to the issues that presented themselves and everyone provided great feedback. As a team, we were able to navigate our way through this endeavor. We also value and acknowledge our customers for their patience. Although business wasn't interrupted too bad, it certainly hindered our ability to under promise and over deliver, which has been a staple within our store for years. We're so excited to be back in one building for streamlined communication and day-to-day operations. I'm not joking when I say that many members of our team put on 10k plus steps a day and went through multiple pairs of shoes since this project started, late last summer.
5. The new Downtown VW facility looks beautiful! How has it improved from the previous
building?
What are some of the unique changes that have been made?
- Thank you. The new facility offers the newest version of the Volkswagen global look, White Frame 2.0. This look features new minimalist interior furniture concepts, black ceiling design, modern LED lighting elements, and full digitalization of our services. Our facility is now capable and designed to retail and service EV vehicles with a full-time showroom display. Customers will have the opportunity to see our most popular ICE vehicles on display, as well as an interactive in person EV with a demo charger so customers can engage firsthand with the new technology.
- Customers also have the ability to schedule service appointments online, communicate with our team via text or their preferred method of communication, access to mobile payment solutions for faster vehicle check out/pick up, etc. We've really tried to enhance our services to make them more customer centric so we can offer accuracy, transparency, and convenience in both sales and our aftersales operations. We've also enhanced our website to be more user friendly, informative, and real time up to date. We're excited to share these new technical enhancements with our existing customers and new customers to the brand!
6. This store is very modern and stylish. How does it compare to other VW stores in Canada?
- we're one of the few in the country with the most recent image program, White Frame 2.0. Many dealers within the network have completed the initial white frame look, but the newest version is not common and only found in a handful of dealers' coast to coast. These elements are what really make the building special and enhance the modern/timeless design of the building. Perhaps the coolest part is the exterior lighting at nighttime. I encourage you to check the building out after hours, as its exterior lighting elements truly offer a one-of-a-kind look and feel. You can literally see the glow and ambient lighting from the intersection of central and balmoral!
7. VW has made great strides with their product offerings. Tell us about the progress including
any new electric vehicles from VW?
- The brand has truly never been better. The product suite offers vehicles for every type of client and is more refined then ever before. Usable technology, reliability, safety, and product quality make up the key pillars the brand has focused on. Our entire line up offers industry leading features and benefits and is all backed by a longer-then-average warranty and longer than average service interval, for regular maintenance requirements. To sum it up, they look great, they drive/perform great, and they're more affordable then ever before. Another important factor is the lack of price increases over the past several years. Volkswagen has always been a premium product, and often positioned slightly more expensive than our main competition. With that being said, we've seen many manufactures instill significant price increases in recent years. Volkswagen has positioned themselves very competitively in the marketplace, and avoided these substantial price increases, which has resulted in some of the best recorded sales volumes, in the brands history in Canada. We're extremely fortunate to represent such an amazing brand and look forward to sharing the German engineered driving experience with new customers, locally.
- VW is and will continue to be a leader in the EV space. Their outlook is EV's for the millions, not just the millionaires. The Volkswagen ID4 has been a huge success in the Canadian market and the ID Buzz and other EV nameplates will follow in years to come.
- ** With that being said, they're still extremely focused on their ICE vehicle lineup and continue to add new refinement, features, and value to the SUVW and car lines we offer. Vehicle production levels have been strong and product availability has also been great, which we and our customers appreciate.
8. What are your impressions of the current economy and market conditions in Thunder Bay
and area?
- I think the past several years have been difficult for us all. Inflation, interest rates, lack of skilled labor, and other micro/macro factors have made life more difficult for most Canadians'. With that being said, I think Thunder Bay is a unique market/economy and tends to hold its own, comparatively speaking. It's truly a blessing to see how many people support local, reinvest within the community, embrace the beauty and benefits of the city, and support one another. I think this mentality benefits our community and helps our economy thrive in times of challenge/adversity.
- I do believe that we're undervalued, as a city, and will eventually attract more industry, immigration, and continue to grow with forward-thinking leadership. We're surrounded by nature, great people, a great variety of culture, and countless opportunity. It's only a matter of time before we see positive growth, which will increase our local economy and mutually benefit us all.
- I've been extremely fortunate to travel and meet many different people in my life and no one seems to be as authentic, friendly, and down to earth as people form Thunder Bay. No matter where you visit, or where you're going, there is always a desire to come home, and enjoy life in the bay.
9. When do you plan on being fully complete at the location with a grand opening?
- we will be fully operational within the next 2 weeks. So, operations begin fully in the new facility, following Labor Day weekend.
- We have an event in the works, but it isn't finalized yet, so I cannot share the particulars at this time, respectfully. Won't be a grand opening, but another type of event. – please don't publish this, just so you're aware.
10. Is there anything else you would like to add?
I would like you to please add a special thank you, from my dad and I, acknowledge and thanking the below:
To our team, the entire staff at Downtown Volkswagen, for their ongoing patience, dedication, and support with this project. It wasn't easy, but we worked hard, in unison, and got the job done.
To our valued customers, thank you for believing in us, investing in us, and trusting us with your valued business. Words can't describe how thankful and blessed we are to do business with each and everyone of you. We know this renovation project has been difficult to navigate through but your patience and understanding helped us get through this. It's now time to welcome you back, into our new state-of-the-art facility, which has been designed in recognition of you, for your continued company and enjoyment.
To Peter, Gino, Joe, Nick, Bismark, Rob, and the entire Team at Aurora Contracting, thank you for treating us like family and delivering on your promise. Each and everyone of you was fully invested in this project and treated our wallet, like your own. We're forever grateful for the transparency and workmanship that you provided for us, throughout this journey. We'd recommend that anyone who has the opportunity to work with these gentlemen to do so.
To the local legend, Mr. Butch Petrone. Thank you for your advisory, assistance, and insight in undergoing this project. You were a pivotal factor in the success of this project and we're forever grateful for your time, wisdom, and friendship.
To the subtrades, thank you to everyone involved for your ongoing professionalism and craft. It was an honor working with you all and having the opportunity to watch and learn from you in your respective trade. Special shout out to Jim, Zach, and Sam (JD Wiring), the gentleman at MF Jones, the team at Syncore, and Seal and Save.
Last, but certainly not least, Cory and Terry from i4 for their design and collaboration.
