Spotlight on Kevin Baxter, Dealer Principal at Stouffville Toyota

Featured Article from 2024 Fall Hotline

As a teen in the late 1970s, Kevin Baxter worked part-time pumping gas and changing tires. That job earned him enough money to buy his first car, a sleek 1977 Pontiac Firebird.

But pumping gas and changing tires also served as Baxter’s fortuitous entry into the automotive world, a world in which he would eventually carve out a successful career.

“I’ve always loved cars,” says Baxter, Dealer Principal at Stouffville Toyota and newly-appointed board member of the Motor Vehicle Retailers of Ontario. “After leaving University in 1985, I saw an ad in the Toronto Sun for a car sales position and I applied for it.”

Baxter was hired the very day he was interviewed for the job. To his delight, the sales position came with a new company demo. For the next three years, Baxter excelled at sales and found he really enjoyed the retail side of the car business. “I liked the people I worked with and the customers,” he says.

While Baxter enjoyed sales, he aspired to move into management. In 1988, he was offered a sales manager position at Scarborough Lexus Toyota. “This was a much busier environment with 25 sales people, and I enjoyed the challenge of managing a sales team and meeting monthly sales quotas.”

In 2008, Toyota Canada was looking to own a new open point in Stouffville, and Baxter was one of 16 individuals who applied for the position. After a careful vetting process, Baxter was chosen, and in 2010 Stouffville Toyota officially opened with Baxter as its dealer principal.

“It was exciting and scary at the time same,” says Baxter, reflecting on those early days as DP. “My first priority was assembling a good team and giving them the tools and resources to be successful.”

Looking back on his 39-year career in automotive, Baxter acknowledges the important role that mentors have played and the invaluable support they provided. “I was fortunate to learn from smart, accomplished managers and dealer principals along the way. I’m grateful that they took me under their wings and gave me opportunities.”

 Since Stouffville Toyota opened in 2010, it has grown and prospered. The dealership’s ‘customer-driven’ philosophy is shared by all departments and team members, and it has contributed to the company’s success as a top-performing Toyota store.

 For the past 10 consecutive years, Stouffville Toyota has received the coveted Toyota President’s Award, which recognizes excellence in all facets of a dealership’s operations. “On behalf of our entire staff at Stouffville Toyota, I’m extremely proud of this award,” says Baxter. “We have a great team that is dedicated to providing outstanding service to our valued customers, day in, and day out.”

 Baxter recognizes the importance of attracting a new generation of skilled workers to the industry. Stouffville Toyota currently has four co-op students and six apprentice technicians who are gaining experience and expertise. “One of our top automotive technicians started with us as a co-op student, and today he’s blossoming in his career,” says Baxter. “It’s vital that we, and other dealers, open our doors and provide opportunities for people who want to work in this industry.”

 Baxter’s daughter, Anabelle, is currently enrolled in the four-year management degree program at the Automotive Business School of Canada at Georgian College. “I’m thrilled that Anabelle plans to join our team upon graduation,” says Baxter. “She’ll be entering the business at a very exciting time for the industry at large.” 

 Part of Stouffville Toyota’s measurement of success is giving back to the community. The company proudly supports the Markham Stouffville Hospital, the Jennifer Ashleigh Children’s Charity, the Whitchurch Stouffville Food Bank, as well as many local sports teams. “We like to support groups and organizations that do the most good in the community,” says Baxter.

 For Baxter, giving back also involves working with the MVRO. In April, he became a board member of the MVRO, and he looks forward to contributing his time and expertise to the retail auto industry. “I’m looking forward to meeting new colleagues and sharing my ideas, knowledge and experiences with the MVRO,” he says.

 Baxter applauds the MVRO for its work in advocating for dealers in the areas of education, dealership safety, eliminating red tape for dealers, organizing golf tournaments and other networking opportunities, and working closely with various levels of government. “During Covid, I saw firsthand the vital role the MVRO played in keeping dealers informed, and working with governments to have car dealerships deemed an essential service and remain open.”

 The ACE Automotive Conference and Expo is another area where the MVRO shines. “I was at ACE 2024, and I enjoyed the show very much,” says Baxter. “The seminars were extremely topical, and the keynote speakers were fascinating, especially Michael Dunne’s insights about the Chinese auto industry and Stephen Harper’s views on the economy and the future of EVs.”

 As for the future of automotive retailing, Baxter is bullish. “Cars are more advanced, better engineered and safer to drive, but the car business is primarily a people business,” he says. “Even during Covid, when customers could’ve purchased vehicles exclusively online, they chose to visit dealerships to connect with a salesperson and to experience the tactile sensation of driving a car. Digital tools and platforms and sophisticated websites make researching a car easier, but customers still prefer to visit dealerships in person when buying a car. That’s not likely to change in the foreseeable future.”

 What advice does Baxter have for younger people who are considering a career in the retail car industry? “Find a dealership that will provide opportunities for growth and mentorship,” he says. “Great opportunities exist in sales, service, human resources, management, collision repairs, marketing, and if you’re prepared to work hard, continuously learn and adapt, you’ll earn a great living and reap the rewards.”

 Indeed, Baxter has come a long way from pumping gas and changing tires, but his love of cars and his passion for the auto industry remains undimmed. “I love this business, and I’m proud of our dealership and the entire team at Stouffville Toyota. We look forward to continuing to serve the automotive needs of our customers and making a positive impact in our community.”

      When he is not working, Kevin enjoys spending time with his wife and two daughters, going to the gym, travelling and the occasional round of golf.

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