Ontario first-time car buyers have an ally in OMVIC

Article content

Ontario consumers may not know it, but we have a gem of an organization in this province that makes purchasing vehicles much safer. OMVIC (Ontario Motor Vehicle Industry Council) is the sales regulator; every registered dealership you enter is backed by them.

Article content

They’ve rolled out a new campaign this fall called “ It’s your free ride to your new ride , ” coming to a lot of platforms near you. The goal is simple: bring the wealth of knowledge that OMVIC has to a new car buying generation. OMVIC wants to find Millennials — those between 25 and 35 — and arm them with all the information they need if they’re purchasing a vehicle, especially if it’s their first. Where do they live? Streaming services, social media, and connected television. 

We apologize, but this video has failed to load.

Try refreshing your browser, or
tap here to see other videos from our team.

Ontario first-time car buyers have an ally in OMVIC Back to video

OMVIC’s studies indicate many of these first-time buyers have a lower awareness of their rights, according to John Carmichael, OMVIC’s CEO and Registrar. “They are incredibly adept at accessing information around the vehicles they are considering purchasing, they have great brand awareness,” he says. Being online savvy and comfortable navigating that forum works to their advantage. But OMVIC knows many of those advantages can fall to the wayside when they get inside a dealership.

Article content

“Millennials are very tech-savvy, they’re great researchers, and they know how to dig,” says Carmichael. What OMVIC wants them to do with this campaign, is dig into OMVIC’s site before they buy. For first-time buyers, no matter how much time they spend researching what they want to buy, they still could use some help navigating how to buy it. 

“Navigating contracts, arranging financing, or understanding the maximum price a dealer can legally charge,” says Carmichael. “Instead of turning to strangers on online forums, social media, or web articles with advice that may not be specific to Ontario, we want young car buyers to understand that as the province’s official regulator of vehicle sales, OMVIC is the best place for them to get credible car buying advice.”

Article content

Things like learning there is no “cooling off” period after you’ve signed a contract, that sellers must make full disclosures about things like whether the car in question was a rental, been in a crash, or used as a police car. If you have conditions regarding the sale, they have to be in writing on the contract. It can be a lot to take in, especially in the excitement of getting behind the wheel of your new ride — possibly your first one. 

Carmichael notes the car sales industry has changed immensely over the past two years and buying a car online is at your fingertips. This introduces a lot of new possibilities that the campaign aims at not just Millennial buyers, but their parents, too. Parents can play a crucial role with their experience in the past; OMVIC is there to make sure everybody’s information is current.

Article content

For those who might be wary about the source of OMVIC’s information, remember this: they aren’t funded by manufacturers, or by the government. On every sales contract by a registered dealer, new or used or leased, you’ll find a line charge of $10.00. Every purchase of a vehicle sends ten bucks to OMVIC.

The new campaign wants to steer new buyers to the website for many reasons, but a prominent one is to teach how sketchy it can be to buy a used car from an unknown source. Curbsiders are great at disguising themselves, and you have zero recourse if you purchase a car from someone you don’t know (you may have little recourse even if you do know them), and no agency can stand up for you if you get ripped off. Instead, OMVIC has a wealth of tips to look for warning signs you’re about to be holding a pig in a poke. You can check on their site if the person you’re about to hand a lot of money to has been i nvestigated or charged by them.

Article content

If you buy a car from a registered dealer, new or used, and something goes amiss, you can call OMVIC and they will investigate. They are frequently able to work out a satisfactory resolution for both parties. If you purchase a car, experience problems and a dealer disappears into the ether or goes bankrupt, for instance, OMVIC has a compensation fund that you can access. 

Within a two-year time limit, “ Eligible transactions which occurred after January 1, 2010 are payable up to a maximum of $45,000. Claims related to eligible transactions for trades on or before December 31, 2009 are payable up to a maximum of $15,000. In some cases, legal fees and interest awarded by the courts are also covered above the maximum payouts.”

The OMVIC site is a deep dive into everything Ontarians should know before making a car purchase. But here’s the best part: they have live counselors who answer the phone. Their customer support line is there not just for those who have already made a purchase and are experiencing difficulties — they’re there for you before you buy, to answer your questions. They really are your, “free ride to a new ride.”

Shop carefully, and let OMVIC help.