At the heart of the shop: Serge Beaucage’s key role at Canadian Tire
In this interview conducted by Mario Comtois, member of AIA Canada’s Quebec Division, Serge Beaucage, Business Support Specialist – Automotive at Canadian Tire, shares his career path and current role. Working within the corporation, he oversees 57 stores and specializes in the automotive sector, supporting Canadian Tire’s auto service centres in their day-to-day operations.
What does your role involve?
In my role, I support store managers and owners by providing guidance on various aspects: customer service, parts management, mechanical services, billing, and operational optimization. I help them establish action plans and achieve their objectives. A key part of my work is encouraging innovation and the adoption of new technologies, particularly regarding electric vehicles. I also collaborate with the Comités Paritaires de l’automobile (CPA) to promote the growth and recognition of certification among more technicians.
What are the daily challenges you face?
One of the industry’s challenges is resistance to change. Many technicians and managers are hesitant to adopt new methods or technologies, often due to concerns about complexity. However, at Canadian Tire, we are committed to promoting continuous training and making learning more accessible. Some technicians are enthusiastic about training and see it as an opportunity to advance, while others may feel apprehensive, fearing complexity or change.
How did your interest in the industry develop?
I’ve been passionate about automobiles since childhood, especially Formula 1 and racing in St-Eustache. I studied business administration before joining Canadian Tire in store management. My interest in the automotive sector quickly led me to focus on this division, starting in the early 2000s. I have always loved mechanics, selling tires, and vehicle maintenance, which naturally guided me to the role I hold today.
What advice would you give to those new to the auto care sector?
Regarding the next generation, I highlight Canadian Tire’s active involvement in schools to raise awareness among young people about the role of automotive technicians in the auto care sector. Canadian Tire also actively participates in the annual day organized by AIA Canada’s Quebec Division in schools—an essential event for showcasing our industry and inspiring careers.
The vast Canadian Tire network offers a certain level of flexibility. We foster a collaborative work environment where employees form a close-knit team, making the profession even more attractive. The extended operating hours of our service centres also provide valuable opportunities for students seeking hands-on experience.
What inspires you most about your work or the industry?
I want to emphasize the importance of passion in this industry. In my opinion, those who succeed are those who truly love their trade and enjoy the family-friendly, collaborative atmosphere of auto service centres. Working in the automotive sector at Canadian Tire means evolving in a stimulating environment, surrounded by passionate people who take pleasure in doing what they love every day.
About Canadian Tire
Canadian Tire is a Canadian company founded in 1922. They are a coast-to-coast recognized retailer offering consumer products as well as a full-service auto repair division. With100 stores in Quebec and over 600 service bays, they deliver quality service as defined in their automotive mission: Keeping you safely on the road is our priority.
About the I am AIA Campaign
I am AIA aims to raise the profile of auto care industry professionals in Canada by humanizing our industry and showcasing AIA Canada members. If you are interested in sharing your story as part of this campaign, we encourage you to apply.