TD Auto Finance building brand with VIP dealer events


TORONTO, ONT. – TD Auto Finance is working on strengthening its brand with dealers through a series of VIP events across Canada.

Built on platforms of fostering managerial success and improving F&I profits, the nationwide tour was aimed at helping TD connect with its dealer customers and grow its partnerships.

“We launched the TD Auto Finance brand on January 9,” explained Andrew Ojamae, national director of sales. “To most dealers, it was a name change from TD Financing Services to TD Auto Finance. So we really want to use these events as a platform to talk about what it means to dealers. We feel it is the major milestone in the evolution of our organization and its commitment to the industry.”

The first event was held in Toronto at the Hockey Hall of Fame in late May. Attendees were divided into groups and treated to either a presentation about organizational design and leadership with Lavalife co-founder and current Dragon’s Den star Bruce Croxen, or a training session on exploding F&I profits with trainer Chris Schulthies.

Subsequent events are scheduled in Calgary, Edmonton, Winnipeg, Vancouver and Montreal throughout the month of June.

“We want to be squarely positioned as a partner with our dealers versus simply a supplier or vendor,” Ojamae added. “It is important that we invest in their success at events such as these to demonstrate that commitment.”    

Trainers and business people are not the only attendees, as TD Auto Finance said it is working on personifying partnerships and the idea of teamwork by bringing in legendary hockey players to speak at each event.

Toronto Maple Leaf great Darryl Sittler spoke to the Toronto crowd while Dale Hawerchuk, Craig Conroy and Yvan Cournoyer were tapped to speak at the subsequent events.

TD acquired VFC in 2006 and began to integrate that specialty finance business. In late 2010, TD purchased Chrysler Financial and has reorganized operations to take advantage of the new business.

“The event platform has allowed us to tell our partners a little bit about that story, but at the same time, we wanted to make sure dealers recognize our mandate – to establish partnerships with retailers with the end goal of them retailing and us financing more vehicles.”