As a teenager, Nicole Pereira was adamant about not wanting to work in the car business. Her parents owned a Datsun store, which became Nissan, and then bought a Honda franchise in Cambridge in 1996. Nicole had spent time doing odd jobs at the store, making coffee and putting balloons in the showroom.
But a career at a dealership – never. In fact, Nicole never even owned a car until after she graduated from university.
Fast forward three decades, and today Nicole is not only working in the car industry – she’s President and CEO of Cambridge Centre Honda.
“After graduating from Wilfred Laurier University in 2000, and working abroad in Hong Kong and Korea, I had a change of heart,” says Nicole, who is one of the newest Board members of the Trillium Automobile Dealers Association. “I’m not a car girl per se, but the car business itself intrigued me, and so I decided to change career paths.”
Nicole has worn many hats at Cambridge Centre Honda before she assumed the title of President and CEO. Throughout her automotive career, she has focused her talents and energies on developing relationships with colleagues, customers and suppliers, providing support for her staff and giving back to the industry and to the community.
“The car business is really a people business,” says Nicole. “Our product is providing transportation solutions, which I’m extremely proud to be part of. My biggest joy, however, is seeing people develop and excel in their careers and being part of their respective journeys, and delivering the best customers experiences we can.”
In addition to providing resources and support for her team at Cambridge Centre Honda, Nicole is also an advocate for attracting the next generation of workers to the retail car industry. Her dealership works with local schools in promoting careers in automotive, and there is always at least one co-op student working at Cambridge Centre Honda.
“The auto industry is changing at a rapid clip,” says Nicole. “With the trend toward electrification, digitization and consolidation, it’s a great time to be working in our industry and I’m excited about what the next decade will bring. But, this industry is not for the faint of heart.”
Nicole is happy to be joining the MVRO board at this time. “I was so impressed with the outstanding work that the MVRO and CADA did for our members during Covid,” says Nicole. “In fact, seeing the MVRO in action, lobbying government, preparing safety guidelines and communicating with members, inspired me to want to get involved with our association. I’m looking forward to bringing my expertise to the Board, and learning more about our industry”
Prior to her involvement with the MVRO board, Nicole began serving on the Honda Dealer Advisory Council, which she found illuminating. (She still sits on the HDAT.) “Being able to meet fellow dealers and learn from them has been a great experience.”
Nicole has also served on non-automotive boards. She served as Chair of the Cambridge Chamber of Commerce, championing local businesses, and she currently sits on the board of Trinity Community Table, a community outreach program that provides nourish noontime meals in a hospitable environment to all in need (she volunteers at TCT once a month as well).
Throughout her career at Cambridge Centre Honda, Nicole has made it a priority to be a good corporate citizen, supporting local charities, organizations and events. For more than five years, the dealership has operated Test Drive For Charity, where the dealership donates $10 per customer test drive, in support of one of 12 local charity or community organization.
As the auto industry emerges from Covid-19, Nicole admits that many challenges lay ahead for Cambridge Centre Honda and for the retail car industry. “As consolidation continues sweep through out industry, it’s more important than ever for single-point stores like ours to stay focused on supporting our team, being involved in the community and delivering an optimum buying experience for our customers,” says Nicole.
Nicole acknowledges that the pandemic – despite having to implement safety protocols and sales/services processes, and cope with ongoing inventory shortages – actually pushed the industry to innovate at a quicker pace than before, with online buying and touchless auto service options, and website upgrades.
“One of the big takeaways from the pandemic is that, yes, customers appreciate the new online buying options, but they still really value visiting a dealership,” says Nicole. “Customers want that one-on-one, personal interaction with our staff, along with the sensory experience of touching, feeling and test driving vehicles. That part of the customer experience is very much alive and well.”
For a brief moment, Nicole reflects on her three-decade career in the retail auto industry, and smiles. “It’s been a fun and challenging ride,” she says. “Today, we’re experiencing a Renaissance in terms of automotive design, safety, technology and motive power options. I’ll continue to work hard in helping our team, our community and our business move forward, all the while observing the credo that my parents shared with me long ago – ‘always try to do right with customers and staff.’”
When Nicole isn’t busy working at Cambridge Centre Honda, sitting on boards or volunteering in the community, she enjoys spending time with her children and family, skiing, travelling and camping.
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