In any affluent area of Toronto, one can’t help but notice the array of exotic cars that dot the landscape, proof of the city’s growth into a global mecca for the ultrarich. Grand Touring Automobiles, helmed by CEO Paul Cummings, has catered to this burgeoning market for luxury vehicles. The company projects its gross income will climb to $450 million this year from around $85 million in 2009, with expected sales of about 1,200 cars.
Originally established by hotelier George Minden in 1974 as an Aston Martin dealership, Grand Touring has undergone transformations under Cummings, who acquired it in 2009. Since taking over, Cummings has expanded the operations significantly: opening an expansive five-storey flagship location downtown and growing the brand’s presence in the Toronto area and Calgary. Grand Touring now offers a suite of high-end brands including Rolls-Royce, Bentley, Lamborghini, Rimac, Aston Martin, Jaguar, and Land Rover — and holds exclusive Canadian rights to ultra-luxury brands like Bugatti, Koenigsegg, and Pininfarina.
The dealership’s success marks a milestone in its 50th year of operations, mirroring the transformation and evolving preferences of the city itself. Over the years, Grand Touring has increased its portfolio from selling primarily Jaguars and Land Rovers to becoming a pivotal player in the superluxury segment, with sales of these vehicles increasing by 48% from 2016 to 2018.
In the broader Toronto region, luxury car sales have surged, with brands like McLaren achieving international recognition; McLaren Toronto was named the 2023 Global Retailer of the Year by the British manufacturer.
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The dealership’s original location on Dupont Street was overwhelmed by the demand, leading Cummings to invest in a larger, more modern facility on Dundas Street East overlooking the Don Valley Parkway, which opened in 2018. This move underscored a shift in cultural attitudes toward conspicuous displays of wealth, which Cummings noted contrasted with previous Canadian conservatism.
Luxury isn’t only confined to car dealerships; it spills into other sectors like fashion with brands such as Christian Louboutin, Chanel, and Versace establishing retail outlets in the area.
Grand Touring’s diverse clientele includes established Canadian families, successful entrepreneurs, inheritors of wealth, and an increasing influx of international buyers from regions such as China, Russia, the Middle East, and South America, reflecting Toronto’s status as a diverse, global city.
With its business largely immune to economic fluctuations, Grand Touring has noticed a shift in car colors aligning with economic conditions — from conservative colors during downturns to more vibrant hues in prosperous times.
In summary, Grand Touring Automobiles not only reflects but also contributes to the economic and cultural tapestry of Toronto, showcasing the city as a thriving hub for both wealth and global diversity.
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Words by: Craig Clowes
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