Dig into a big box of words and phrases to describe the Canadian auto industry and you might pull out something like "roller coaster." Pick again and "economic lifeblood" might pop out. One more go and, there it is,"keeps you awake pacing the floor at night."
A couple of words that might never come up, at least as they pertain to industry coverage in Canada, are "informed" and "representation."
As much as Automotive News, since its establishment more than 90 years ago, has been "the standard" or the "industry bible," Canadian companies, and the men and women who run them, have only been able to voyeur the U.S. auto industry through its glossy pages.
Many of you likely have subscriptions to the print publication and the daily breaking-news briefs that flood your email in-boxes; it's the lifeblood of the closely linked Canada/U.S. automotive worlds and, until now, the pillar of Canadian news, even if it's not exactly Canadian news.
With that, we present the "Launch Edition" of Automotive News Canada. It's a representation of the type of news package that we'll be putting together on a monthly basis beginning, not coincidentally, on July 1, Canada Day.
We won't waste your time with cliches about "keeping you in the know," or by putting a rosy, good-news spin on every story you read, because, frankly, the automotive business is serious. It's a "roller coaster," it's the "economic lifeblood," and it "keeps you awake pacing the floor at night."
What we will do is break stories wide open with our all-Canadian coast-to-coast team of journalists. Credible and reliable news gathering has been the hallmark of Automotive News since the beginning and the Canadian arm will be a steward of that idealism.
Stories will run the range from finance and insurance and dealer best practices, to cars and concepts, changing Canadian legislation such as the TPP and its impact, plant news, Q&A sessions with industry leaders such as Ray Tanguay, technology (3-D printing of cars in this issue), production/sales numbers, and, of course, analysis and opinion of all that.
You might not like every story you read because we're not about good news, but we will continually pull this phrase out of the box: "the truth." Because that's the only way you'll know what's actually going on, which is the point.