Chris Joined Pfaff through the Motorsports division back in 2012 as he competed in the final 2 races of the Porsche GT3 cup series of the season and taking home the win. You know, people ask me, did I sit here when we started and say, I want to build a great automotive brand. After spending a year at the Automotive Business School of Canada, Will joined Pfaff as an intern, working at Pfaff Porsche, where he was exposed to a wide range of activities across all of the group’s brands. There are no fees, the price is the price and you can return the car within three days if you’re not happy and get your money back, new or used. VC: You are a Canadian Motorsport Hall of Fame inductee and you have a Motorsports division in your company. At Pfaff Porsche, we’re united by a passion for cars, and we’re as crazy about them as you are. “There’s no better way to showcase the Panamera than at a highend designer clothing store because it is the epitome of luxury and style, just like the clothes,” says Chris Pfaff, president and owner of Pfaff Porsche. The 935 is a super-exclusive, track-only vehicle from Porsche. Tyler in the Porsche 935. Pfaff Motorsports drivers Chris Green and Orey Fidani had just clinched the respective Platinum Cup and Gold Cup drivers’ championships in the Ultra 94 Porsche GT3 Cup Challenge Canada by Yokohama. Chris Joined Pfaff through the Motorsports division back in 2012 as he competed in the final 2 races of the Porsche GT3 cup series of the season and taking home the win. No pressure I guess. Today, Pfaff Automotive Partners, the company Chris has led since 1986, has almost 1,000 employees and sells more than a dozen brands across Canada, including Audi, BMW, McLaren, Porsche, Volkswagen and Toyota. Chris: I think my favourite one is driving from Toronto to Ottawa on the northern route through the hills and stuff, I love that area, it’s beautiful. Pfaff Motorsports. Autos based in Sunnyvale, California. I could just go on, of course, there are a lot of great cars to chose from at Pfaff. Even though it was longer, it was fun. The three titles were the first for Pfaff Motorsports since 1988, and they came in Bortolotti’s first year as team manager. I didn’t have that clear intent, we just wanted to get better at how we did business. Toronto-based Pfaff Motorsports has been involved in motor racing for decades and, until recently, was campaigning 911s in the one-make Porsche GT3 Cup. Green won the championship in 2015 for Pfaff, narrowly beating out another SRFKS alumnus Daniel Morad. The son of Hans Pfaff, a Canadian retail and motorsports icon, Chris Pfaff is a futurist and entrepreneur intent on changing how people buy vehicles in today’s highly-competitive luxury car marketplace. Chris: One thing is we are trying to expand our independent businesses like our leasing company, the body shop is successful, we are expanding that, our rental car business that will take into account subscription services and shared vehicles. "I wanted something sporty but elegant at the same time, and something that reeked of retro," he said. It’s a big change, it’s risky, but I think the risk is bigger not doing anything. Consumers keep telling us in all kinds of research, including our own, they hate negotiating, they hate the time it takes to purchase a car, those are two of the biggest pain points. I haven’t done it awhile; I need to do it again. Steve Bortolotti, Chris Pfaff, & Tyler. Did you have a choice or was it an expectation? But I am a car nut, so McLaren’s, it’s been great to be involved with that. At Pfaff Porsche, we’re united by a passion for cars, and we’re as crazy about them as you are. Autos. In January, the team endured a disappointing 12th-place finish in the Rolex … So we right away ask them, have they ever been to a Pfaff store, this is how we do business today and tell them right away up front so they know. My answer might be that in Grade 3, for some reason, my teacher said, “Your dad’s a Volkswagen dealer right?” I said yes and she said, “I am looking for a Volkswagen Beetle.” I said I would talk to my dad and get all the stuff, so I brought the brochures and then we met and she was in between a Ford Mustang and a Volkswagen Beetle. With all the different brands that you sell, if you had to choose one in which to spend a Sunday afternoon, what would you choose? I think it is necessary and I am glad we are doing it earlier on than most. I am interested to drive the new Porsche Taycan on the track and on the street. Racing in a single-make championship like the Porsche GT3 Cup Challenge Canada by Yokohama is a tremendous opportunity. Porsche 935 (1/77 Worldwide). 2013-14 Chris returned in the roll of Team race driver again for Pfaff motorsports representing the Porsche banner and he became more involved in promotional events across other brands within Pfaff’s banner. Chris Green and Orey Fidani clinched the Platinum and Gold drivers’ championships in the Ultra 94 Porsche GT3 Cup Challenge Canada by Michelin with smooth, composed drives to the podium in the season finale at Canadian Tire Motorsport Park. If you are a great negotiator, are you going to end up thousands of dollars better than the next person? As an automotive authority, Jeff has held numerous senior editor positions, including a four year tenure as the Editor-at-large for Yahoo! Those roads, 2021 Porsche Panamera 4S E-Hybrid is a best of all, The #R18 marks #BMW's entry into the cruiser marke, Road Test: 2021 Jeep Wrangler Unlimited 80th Anniversary, Genesis G80 Electrified- The Path Forward, Chevrolet Bolt Now Offers EUV Version For 2022, GM Touches the Electric Zeitgeist at CES 2021, Robert Wickens Gets Back Behind the Wheel, Charlie Cooper: MINI Runs Deep In The Family, Radford Collaborates With Lotus On First Build, Road Test: 2021 Volvo S90 Recharge Plug-In Hybrid. We gave Steve a call to find out more about the car and why the Pfaff fraternity believes Motul’s 300V is the best oil in the world. It’s expected to be seen at more races this year, so keep an eye out! They ask for floor mats or no deal, we say I’m sorry, this is our best price and they say we have a deal because you didn’t budge one penny from what you said. VC: Who are you listening to and watching with interest these days? Team CEO Chris Pfaff recently secured the keys to the ultra-rare Porsche 935 as his personal track-day toy. It was the first Platinum Cup championship for Chris in the No. Maybe once my kids start driving and they don’t know anything other than electric vehicles, maybe they are going to find it passionate. Throughout the 1990s, Pfaff continued to support the Volkswagen and Porsche brands in the Firestone Firehawk Series, occasionally driving himself, but also providing driving opportunities for Jeff Pabst, David Lacey, David Tennyson and Canadian Motorsport Hall of Fame inductee, Richard Spenard. Chris: There are two main things. His plan is to simplify the process, offer one price, eliminate negotiation and deliver a new vehicle within three hours of purchasing. Automotive Business School Of Canada Supporting The Cause. 2013-14 Chris returned in the roll of Team race driver again for Pfaff motorsports representing the Porsche banner and he became more involved in promotional events across other brands within Pfaff’s banner. We’ve had people walk out to the lot, turn around and say, I thought you were going to chase me. Paul Mirretta-Barone Vice President, Shared Services Pfaff Automotive Partners Greater Toronto Area, Canada. They hated it, they weren’t good at it, and it would take them quite awhile to learn how to negotiate. Passionate is a word that defines Pfaff Motorsports. © 2021 CANADIAN MOTORSPORT HALL OF FAME AND CANADIAN MOTORSPORT HERITAGE FOUNDATION • E. VC: When you are away from the responsibilities of being the President and CEO of Pfaff Auto, what do you do for fun? Chris Pfaff, president and CEO of Pfaff Auto, says his father Hans was one of the greatest salesmen he’s ever met. In the 2000s, Chris extended his support into the karting ranks with the Pfaff Pole Awards in the Sunoco Ron Fellows Karting Championship. Chris: That’s a good question. VC: As someone with a storied history in automotive sales, was there an ah-ha! As for classics, I own a 1986 black Porsche 911 Coupe. I’ve been a car guy through-and through my whole life, so I never really had to think about, it was just a passion that came from being excited by being around it. If you have the means, I highl, Squad goals The son of Hans Pfaff, a Canadian retail and motorsports icon, Chris Pfaff is a futurist and entrepreneur intent on changing how people buy vehicles in today’s highly-competitive luxury car marketplace. #lego #porsche #plasticporsche, "Tell me what you know about dreams" ~ Kid Cudi, Handmade from crystal glass, using tools and techn, Now that's a nice lil' dune buggy. The bright interior of Chris Pfaff’s customized Porsche takes some getting used to. Pfaff Motorsports runs a world-class racing program; I can’t thank Chris Pfaff, Steve Bortolotti, and Chris Leavens from Porsche of London enough for their support and faith in me. Chris: Industry-wise, I look up to the Penske organization in the US, follow Lithia Motors and some of the big publicly traded companies and what their strategies are. Chris: I went down and experienced upfront pricing, negotiation-free car buying in Minnesota with a group that has been doing it for 20 years and I was completely blown away. 2,800 were here. I get it, I get the reason and the rationale, there is something neat about them in a way, the silence and stuff, it’s cool. David Klan President & CEO at Mazda Canada Inc Whitby, ON. Chris: Do I enjoy it? VC: Without giving away company secrets, where do you see Pfaff Auto in 10 years? I just drove a turbo for the last few months and am driving the new 911 now, so that’s definitely a big one for me. We take our obsession for automobiles, motorcycles and heart pounding adventures around the globe and put you in the front seat with us. Toronto-based Pfaff Motorsports has been involved in motor racing for decades and, until recently, was campaigning 911s in the one-make Porsche GT3 Cup. Driven To Explore is who we are at VICARIOUS! 1991 Porsche 964 Reimagined By Singer | Photo: Automobiles Etcetera. The trade value is transparent and if we give you our best number on the trade and you decide not to buy a car from us, we will still honour that number. We are seeing so much focus from the manufacturers in having motorsports divisions; Porsche has been doing it for a long time, but McLaren is also doing it, BMW, Mercedes Benz, Audi all really emphasize it with their dealers and so it very important. In addition to studying at Georgian College, he studied sociology at Dalhousie University, and enjoys snowboarding, golfing, and riding motorcycles. We were there in May 2018 and it took us a month or 6 weeks of talking about it when we got back and we said guys we’re doing this. I would think, you’re a natural. I was that 6 year old kid looking at my dad, he had a Porsche franchise and would bring those cars home and so it was very exciting to me. Life begins at 300 km/h! Pfaff remains a company passionate about all things automotive including motorsports. https://www.pfaffauto.com/2014/03/25/christopher-pfaff-interview We look at all the dealerships and we see what the profits are and it is typically a few hundred dollars on an Audi A4. A lot of customers still don’t believe us and I don’t blame them. It’s good on so many levels. Jaime Tekela . VC: Last question. He has written for Sun Media in Canada since 2005, Bombardier Experience magazine, Cigar Aficionado in the U.S., South Africa’s Live Out Loud and Singapore’s Prestige magazine. VC: What does it mean to you to have the Pfaff last name and carry on the entrepreneurial legacies of your father? We found that some stores took off out of the gate, then six to eight weeks later it’s not the same situation. VC: What are some of the challenges you face in bringing this to market? Chris Joined Pfaff through the Motorsports division back in 2012 as he competed in the final 2 races of the Porsche GT3 cup series of the season and taking home the win. Why are we wasting everyone’s time? VC: Do you have a few favourite vehicles that have inspired you over the years? Where are some of your favourite places in Ontario to drive? Beginning in 2012, Pfaff fielded cars for Marcelli and another former kart racer, Montreal native Chris Green. @vicariousmag.com, Jeff’s stories are published around the world. Why is important to maintain this connection to racing in a world that sometimes seems less interested in driving and more interested in just arriving? That was my first deal. With a Lamorghini Urus in the drivewa, Vicarious attended a pre-launch showing today of t, Weekend project. A long list of Canadian racers — which includes Richard Spenard, Scott Goodyear, Robert Wickens and Ron Fellows, among many others — have been touched by the leadership and support of Chris Pfaff over three decades. There is a BMW store in Denver, Colorado that has been doing this successfully since 1991 and they are a sizable store selling 1,500 cars a year. Meet the Pfaff Tuning Woodbridge Staff | Pfaff Tuning Ontario We try to reduce the risk to the consumer that they haven’t made the right decision. Why I laugh at myself is I honestly didn’t realize these people were struggling, but it’s been an amazing change. moment that made you decide to change the way people purchase vehicles? With the advent of the Ultra 94 Porsche GT3 Cup Canada Series, the landscape of motorsports changed in the 2010s providing Pfaff the opportunity to once again have a multi-car Porsche team in an all-Canadian series. Going to the track with my father and all that stuff as well, it was just so natural for me. Can you tell me more about the Pfaff 935? It’s a lofty goal and it’s working at Pfaff Auto across Canada. Chris: I laugh at myself for not having realized this better. If you search for the car online, you’ll find plenty of images and stories about this particular Singer 911. Beginning in the late 1980s with the highly successful Rothmans Porsche Series, Pfaff operated a two-car team that in 1988 won the Rothmans Porsche 944 Turbo Cup Series championship with Canadian Motorsport Hall of Fame inductee, Scott Goodyear. When my dad was selling cars and managing a dealership at Yonge and St. Clair and he moved to Newmarket and bought the store, people said Hans, we love dealing with you, but that is the middle of nowhere. It’s very collaborative with the dealer, of course. If we are a winning racing team, I think it builds credibility for the dealership. We started to grow the automotive business and it helps if your name has only five letters. Chris: (Laughs) I think it was just natural, I’ve been in it my whole life. We sat down with Chris recently to learn more about who he is on a personal level, what motivates him today and where the automotive retail industry needs to go for future success. It is this experience as a celebrated journalist and life-long storyteller that Jeff brings to his position as Founder and Editor In Chief of VICARIOUS. Drive or ride with us and see what it means to truly experience adventure in every corner! The Porsche 911, again I grew up in one as a kid and so that car has always been a part of me. His plan is to simplify the process, offer one price, eliminate negotiation and deliver a new vehicle within three hours of purchasing. 9:00 AM-5:00 PM Tuesday. Chris Pfaff has, through passion and a pursuit of excellence, built one of the most recognized automotive dealer groups in Canada. For a couple of hundred bucks, it doesn’t make sense. The ultimate vision is you could pick up a car that’s in stock within three hours of buying it, rather than waiting a week to get your car. Chris: I think motorsports in this new world maybe becomes even more important, as a recreation and as an appreciation of cars. General Manager at Pfaff Porsche Oakville, ON. It is better for the relationship we have with manufacturers, it is great for our employees to boost their morale, getting them excited so they can rally around something. Everyone asks me where we are at with this and I say I regret we didn’t do it sooner. There are some great roads up there, so I’ve done that 4 or 5 times where I had to go to Ottawa and decided I wouldn’t fly and actually drove the backroads on purpose. Bravo @singer, They are so choice. Let the adventure begin! I think that as we deal with intense urban areas with stop and go traffic and we deal with new types of vehicles, electric vehicles and others that, perhaps, don’t have the same passion as conventional cars, that track events and motorsports becomes even more important for people. For seven years, Pfaff Pole Awards provided kart racers valuable cash, prizes and public relations support to help advance the driving careers of Sunoco Ron Fellows Karting Championship alumni Robert Wickens, Daniel Morad and Kyle Marcelli, among others. VC: How has the response been by your sales team? He said, never mind, we’ll pick up your car and deliver it for service and he would take cars to the city to show them, so they never really had to come to the dealership. David Klan. For my top three, I would take the Audi S5 or RS4, I want to hear that engine, I want to shift gears, the Porsche GT3 RS, my 2008 green one and then a McLaren; the Senna or the 720. For the 2019 season, Pfaff had planned to continue with its PWC program but, with some encouragement from Porsche Motorsport, decided to move up … For as long as I have been involved in Motorsports, that’d be since the mid-80’s, the name Pfaff has always been present in one way or another in Canadian Motorsports. It consumes our every waking moment and keeps us up at night. 9:00 AM-5:00 PM Wednesday. VC: Does the coming shift towards electric-powered vehicles enhance or detract from the fun-to-drive DNA? Days after Pfaff Motorsports and its plaid Porsche claimed its first Sebring victory by winning the GT Daytona class at the Mobil 1 Twelve Hours of Sebring Presented by Advance Auto Parts on March 20, the team was still buzzing from the historic feat. Chris: Aside from just taking away negotiation, we’re trying to take it from a three hour process to maybe an hour. These words are from Team owner Chris Pfaff. VC: Our magazine is all about the adventure of driving. Pfaff/McLaren Brand Manager Chris Green will take to the track this year in the Continental Tire Challenge behind the wheel of the brand-new McLaren 570S GT4 race car. I’ve been to a few other companies along the way and said, I’d like to work here myself, it seems like fun. Pfaff also won the Gold Cup Team Championship. And to witness this team having enjoyed success in IMSA WeatherTech SportsCar Championship from its first season in 2019, … Location Pfaff Porsche 105 Four Valley Drive Vaughan, ON L4K 4V8 Phone Sales: 905.851.0852 Service: 905.851.0852 Parts 905.851.7178 Hours Sales Hours Monday. @jeffnvoth, Is @kiacanada's rebranding and reboxing of the oft, Blue Monday! What we found is, if you’re not following the rigid process of explaining it to the customer when they walk in, customers are used to having to negotiate. I first ordered that car new when I was working for Mercedes-Benz, sold it and bought it back three years ago from my neighbour at the cottage. So we are looking at other revenue opportunities, not just at the dealership level. She bought the Beetle. The top salespeople have taken to it quickly, the middle ones are still struggling a little with the change. Pfaff Porsche, Harry Rosen and Ermenegildo Zegna joined forces at this unique event to showcase what they do best: luxury and style. Does anyone stand out for you? It transitioned to the competitive Pirelli World Challenge (PWC) championship in 2018. I’m very active running, that’s my religion in the morning. We’ve centralized inventory at the same time so new and used vehicle pricing is now centralized and not at the dealership level. It is just about that time for summer wheels...and maybe exhaust to . Pfaff Automotive Partners was founded in 1964 by his father, Hans Pfaff. Some caught on, some didn’t make it and they left, but what we are finding now is we are taking people, they are in our system for 2 months and they are selling 20-25 cars because they don’t have to negotiate. Chris: Porsche for me would be the biggest as they are a significant part of our business. Under Chris' leadership, the company now operates almost 20 business units spanning the country. Pfaff Motorsports dedicates their 2021 Porsche GT3 R to Tyler at the Rolex 24 at Daytona, USA. Paul Mirretta-Barone. You can’t get closer to the inside of a supercar or sport bike than this! VC: What made you decide to get involved with the business and add your name to the family ledger? But I would argue you’re not a pure car guy if you can like an electric car. At the street-naming ceremony I attended last week, his son Chris, now president and CEO of Pfaff Auto, reminisced about his father Hans Pfaff who went to that Big Pit Stop in the Sky in 1993. We are nowhere near the size of those companies, but that’s an advantage, because we can be a lot more nimble than they can I think. So, we have a lot of new salespeople come into the business, great personality, they know their product and yet they struggle with selling cars. Pfaff remains a company passionate about all things automotive including motorsports. Somehow within that we started getting involved in motorsports and raced against our competing dealers and we had a little success with it. He and teammate Jesse Lazare will make their series debut in Daytona, January 26-27. VC: How does the Pfaff Future Retail model revolutionize things beyond not having to negotiate to buy a vehicle? 2,804 were here. And I think she bought the Beetle because I was looking at her with big blue eyes and saying will you buy this car, and so I love that part of it. VC: Do you enjoy pushing the envelope in an industry that is typically slow to change? Chris: I get asked that question a lot, but I honestly have to answer it depends on my mood. That’s one and two, I look at the new retail models like Amazon, Apple and I look at how they do business and how that appeals to consumers and how that could resonate with automotive consumers as we go forward. Both drivers are former Porsche GT3 Cup Challenge champions. #caferacer #thruxton It’s not emotional. Second is sustaining it. VC: As a young man growing up surrounded by your father, cars, tech, sales staff and most likely being privy to many insightful discussions about the challenges associated with creating and strengthening a brand, what are some of the more valuable lessons you learned through these experiences? 2013-14 Chris returned in the roll of Team race driver again for Pfaff motorsports representing the Porsche banner and he became more involved in promotional events across other brands within Pfaff’s banner. Subscribe today. One is, I know the concept is good, but how well you execute on it is critical. It’s a factory-built racing car. : @mattneu, The 1,802cc, boxer-twin powering the 2021 #BMW #R1, It's Giving Tuesday and we are pleased to announce, About to find out if these #masteranddynamic X #la, Matthew Guy shows the right way to spend an aftern, Driving familiar roads in the new 2021 Genesis G80, The long awaited Land Rover Defender is better tha, A week of warmth in November, you say? Pfaff Racecar Supporting the Cause. Now that it isn’t part of the process, they are taking off like crazy. The Audi’s, I still have an S5 and an RS4 because of the 8-cylinder engine, nothing sounds like that or the Porsche GT3 RS. Chris: I don’t know, I’m torn on the issue. I would say once I saw that and started looking at retail trends, the way consumers want to do business, the transparency of information, I knew as soon as I got back from the trip we needed to do business this way. The Pfaff Commission car was delivered to its new owners in early 2017. Chris: I know I’ve heard this question asked of Lewis Hamilton and Jenson Button by Ron Dennis where he asked them, what was that key point that took you to where you want and they both had very interesting answers. We wanted to be the best and we wanted to give a better experience to customers and we wanted to highlight the emotional appeal of the cars that we sold. Time is the big one, they just want to get it done. Some of the cars I have driven to date, the electric cars, haven’t done it for me. The impetus for victory came from the disappointment of defeat. Chris Pfaff’s Blog – Porsche Cayenne Turbo Blog Mar 23rd, 2016 When Porsche introduced the Cayenne in 2003, it was hard to imagine the impact that single model would make on the whole company and the brand. Today, Pfaff Automotive Partners, the company Chris has led since 1986, has almost 1,000 employees and sells more than a dozen brands across Canada, including Audi, BMW, McLaren, Porsche, Volkswagen and Toyota. 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