Communications during a crisis need to be authentic, measured and to the point, says one expert. Mazda Canada immediately let its customers and dealers know it would stand behind a dealer’s decision to close, and that it is open to discussions with customers affected by the crisis. 

The automaker is also offering a 24/7/365 Roadside Assistance Program. FCA's campaign will get media support on television and digital.

As automakers reported sales declines nearly across the board during the first quarter. Scotiabank and DesRosiers Automotive Consultants issued dire warnings for the industry moving forward.

After a weekend of intense lobbying, Canadian new-vehicle dealers were breathing a sigh of relief when Prime Minister Justin Trudeau announced Monday his government’s new coronavirus-related wage subsidy would be tied to lost sales, not employer size.