A mutual interest between Groupe Gabriel and Hyundai Canada has resulted in a boutique store in downtown Montreal that will be specifically aimed at educating the public in electrification.
The 3,000-square foot store, which has many interactive elements to it, opened last week on land owned by Groupe Gabriel, which also owns a luxury residential apartment building and a Toyota store on the site. A conversation between the principals of Groupe Gabriel, founded by Gabriel Azouz, and Hyundai Canada President Don Romano led to the idea of a store to promote EVs. The store is the only one of its kind among manufacturers in North America.
Hyundai Canada President Don Romano told Canadian auto dealer that Quebec was specifically chosen because 60 percent of Hyundai Canada’s EVs are sold in that province. Quebec plans to ban the sale of light internal combustion engine vehicles by 2035. Romano said the store is specifically for education purposes and not sales.
“We based that on the fact that right now only 10 percent of auto buyers are committed to buying EVS, which means 90 percent are on the fence,” said Romano. “This is to get them off the fence and to help understand more about the technology, more about why we build them and why they make sense.”
Romano said the partnership with Groupe Gabriel was chosen because it is one of the biggest dealerships in Montreal with more than 40 stores, including three Hyundai and one Genesis, and they were willing to make the investment.
Groupe Gabriel Vice-President Fadi Azouz said his company sees the store as more of an initial marketing tool at this stage, but that it will lead to future purchases.
“One will push the other,” said Azouz. “The higher the number of people that are educated about Hyundai electrification, we strongly believe will eventually drive sales in general. Hyundai, in particular, has been really creeping up in the whole electric market sector very quietly and very aggressively. Many people don’t know that. Right behind Tesla and moving up really fast in the electric market share is Hyundai.”
Daniel Breton, President and Chief Executive Officer of Electric Mobility Canada, which is based in Quebec, said the partnership makes perfect sense.
“Groupe Gabriel is one of the top three dealership groups (in the province), that’s why this is really significant,” said Breton. “They know that Hyundai is more serious about electric vehicles than other manufacturers.”
The store has three cars on display and a Hyundai rep to answer questions.
Fadi Azouz said that beyond just the company’s belief in the future of electrification, the store will have walk-in traffic, being on one of the busiest streets in Montreal, along with the Toyota store and the residents living in the apartment building.
“We knew it would be a good idea to have something like this downtown,” said Azouz. “The Toyota store takes up the majority of the city block and the boutique is very strategically placed right on the corner on Ste. Catherine Street. This was the whole idea of the boutique—trying to capture the younger market.”
