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Driving School Move Gives Canadian Tire a Leg Up With Young Drivers

June 26, 2012
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Continuing its efforts to recapture its place in the automotive market, mega-retailer Canadian Tire has added driver's training to its list of products and services.

At first, the new Canadian Tire Drivers Academy will be a pilot program in Ontario only, the retailer announced June 21, with an eye to teaching consumers proper driving techniques, traffic laws and car maintenance.

“Our aspirations are to continue to be Canada’s automotive authority,” said Allan MacDonald, senior vice president of automotive at Canadian Tire. “We focus a lot on the car, and perhaps there is a huge opportunity to focus on drivers, as well.”

Canadian Tire said its program was developed by taking the “best of the best” from driver’s training programs from across Canada, and then adding a component to teach practical car care, including how to change a tire, how to check tire inflation, even how to check windshield washer fluid levels.

“It sounds kind of obvious, but when you are 16, it might not be,” MacDonald said. “As far as we know, nobody else does that.”

The program will include classroom work, live demonstrations, and in-car driving. After completing the Canadian Tire program, students will receive discounts on auto products and services, as well as a free year of the retailer’s roadside assistance program.