Driving Luxury In Ajax

Mindset Reading Investment: 2 minutes

 

The business calls for charisma, dedication to customer satisfaction, and building trust,” he said. Such is the dedication to customer satisfaction, that the company became one of only six platinum stores in Canada, ranking highest in sales and service

Ajax houses Durham Region’s luxury car corridor. Mark Endres owns the dealerships for Lexus, BMW, Jaguars, Landrovers, Volvo and Infiniti, with glitzy buildings and showrooms lining a trendy car mall strip.

Endres, who studied Computer Programming, bought the business from his father, Chris,  and spends his days building a tech startup called TradeRev. He turned over the luxury car dealerships to general managers. At the Lexus dealership, Rob Leccese, 36, runs the show.

On a hot day in early September last, Leccese galvanized the Lexus dealership to launch the latest entry-level Lexus brand, a starter SUV named the UX. Scores of drivers of luxury cars showed up to preview the UX and witness Leccese unveil the car.

Rob Leccese, General Manager of Ajax Lexus Dealership

Dressed in a light blue suit, neat, well put together, and bubbling with an infectious enthusiasm, Leccese organized free drinks and food for the visitors, as the showroom became a hive of activity, with live jazz music providing a lovely backgrounder to the sunny showroom, opened out to the street with floor to ceiling glass.

Leccese said he started out with the dealership as a salesman at the neighbouring BMW 10 years ago, and quickly moved up the ranks. Today, he’s a successful general manager of the Lexus dealership. He started from ground up, when the Lexus branch opened last year February.

Both Chris and Mark Endres are visionaries. They looked at this place 10 years ago and envisioned a luxury car mall in Ajax. They chose Ajax, and it’s been an amazing ride. We’re still expanding, with a development happening across the street now. The company, Endres Automotive and Lakeridge Auto Group, sells upwards of 1,500 BMWs a year,” he said. In the Lexus branch’s first year, Leccese’s dealership sold close to 500 luxury Lexus cars.

The business calls for charisma, dedication to customer satisfaction, and building trust,” he said. Such is the dedication to customer satisfaction, that the company became one of only six platinum stores in Canada, ranking highest in sales and service, Leccese said.

A visit to the dealership is an experience in luxury, with a chef preparing fresh gourmet meals every day for customers who visit the showroom or the service center – and even protein shakes. The dealership offers shuttle services for customers, golfing, and other cool free services. Leccese said he makes sure that the 79,000 square feet building that houses the Lexus dealership is a modern showroom of exceptional comfort and a pleasant experience for the luxury car market customer.

Customers could walk in and at any time grab a gourmet coffee, or a hot breakfast or lunch, and tour the place. And, the car mall also cares for the wider community, donating $100,000 last year to Lakeridge Health. “We give back,” Leccese said, noting that the dealership is a big supporter of hockey.

The Endres luxury car mall is a showpiece in Ajax, and an experience anybody would enjoy, just to pay them a visit. Car selling in that atmosphere is not an ordinary adventure, but an excursion into a memorable dream world of glitz, glamour and glory.

 

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