History

If there was a hit parade to reward a dealership's experience and respect for a strong tradition, we're totally confident that Alix Toyota would be number one.

As soon as you step foot into our showroom on De Lorimier Street, in the heart of Plateau Mont-Royal, you can feel more than 50 years of automotive history in this small, local dealer. A sort of intense passion that seizes you up immediately. The locals who have been there since the beginning could tell you with a certain amount of nostalgia about the time when founder Fernand Alix talked about the Studebaker and the Sunbeam with pride in the mid 50's. This was before he welcomed a certain Japanese banner known as Toyota in 1968. At that time, Fernand had no idea the Corolla would become such a legend in Quebec, 35 years later.

Inside the building, a number of details have changed over these 50 years: a wall of fame with employees' pictures, a sleek Toyota design, a glass counter with the complete line up of Toyota accessories, even though the younger generation of "tuners" is not particularly attracted by the make to customize their vehicle. But this is about to change: the Matrix and TRD accessories are gaining ground rapidly!

As huger and huger retailers are appearing everywhere, setting their rules in every possible field of the retail industry, how could Alix Toyota find its place in this "think big" philosophy, among the mega dealerships you see along the highways? Simply by cultivating the values of authenticity and integrity and by making them our own specialty.

Alix Toyota: A turbocharged family tradition!

Could we ever imagine Montreal without its baked breakfast beans on Mont-Royal Avenue, its smoked meat on St-Laurent, and its Toyota on De Lorimier? Impossible! We cannot ignore these landmarks that are deeply entrenched in their neighbourhood and that give its people a sense of belonging you can't find in the suburbs. They create a unique community where individuals even come to share various consumption patterns. Could it be the return of the good old general store and the typical chrome cashier? We never know! There is actually something like it coming back on Mont-Royal Avenue...

Yet, one should not expect to hear the bell ring every time someone goes past the door of our showroom. In truth, Alix Toyota has been one of the very first in all of Quebec to introduce computers in the automotive industry in the early 80's for all its operations, with Mr. Denis Archambault. Still today, Alix Toyota is a leader in software development for the entire Montreal Car Dealers Corporation, thus helping to improve the industry's future every day.

Alix Toyota stands right between the Old world and the New World of the automotive industry, firmly believing in technological progress and in the importance of tradition at the same time. It's all about cultivating new markets and knowing your customers. Almost resulting in a sort of dual personality: big enough to offer the advantages of the biggest, and small enough to call a client by its first name. In a competition between a dealership where you can almost test drive a car in the showroom and Alix Toyota, the latter is the winner for service, consultative approach and after-sales benefits.

This sales concept created by Toyota results in an acute sense of awareness from the customer for what he buys, and for where he buys it. Alix Toyota then perfectly illustrates the importance of caring about what you are. It's how you perceive your dealership, the way you proudly look at the brand and the sticker on the rear bumper of your car. A logo that authenticate the customer's satisfaction, a customer who lives nearby and who is part of your community... In other words, someone close you want to make happy.

Alix Toyota: Steering in the right direction

In an industry that can never expect every turnover, Alix Toyota makes its way through looking straight ahead, because it is able to find its inspiration in its very own history and automotive culture to satisfy its clientele. And as word to mouth is enough to sustain the echoes of such a satisfaction, the steering system only has to find a new rhythm for every new generation. Like an automatic transmission, it shifts speed with evolution. This is how Alix Toyota is able to drive through changes like a charm and remain close to its customers, whereas the competition continues to standardise its services. They simply cannot provide the confidence you'll find at Alix Toyota.

Alix Toyota: Cutting-edge specifications

Alix Toyota's technical specifications for the last 50 years is an impressive one, filled with 50 years of passion for automobiles.

• Engine: A team of 50 professionals
• Power: 50 years of automotive passion
• Transmission: From generations to generations
• Breaking: Unstoppable
• Steering system: Always in the right direction
• Trunk: A huge service
• Acceleration: Can't wait to serve you
• Max speed: None

Alix Toyota: 50 years of automotive passion

Alix Toyota and Montreal, a true love story.