While not yet a household name, the Ontario Motor Vehicle
Industry Council's ("OMVIC")
visibility and recognition among consumers is increasing.
OMVIC has taken significant steps to promote itself and to raise
awareness among Ontario consumers to ensure that it's known as
the Ontario motor vehicle sales regulator. Consumers are
increasingly realizing that they can turn to OMVIC to assist them
with a variety of issues – and this is extremely
positive. Unfortunately, while focusing on consumers, OMVIC
has largely ignored improving relationships and communications with
dealers and salespersons.
In my view, OMVIC has failed to adequately manage its brand and
reputation among new and used car dealerships, which is a shame
given OMVIC is funded either directly or indirectly by the
provinces' 8000 dealers and 27,000 salespersons.
