Ducharme Group: excellence chooses excellence.
Some dealerships sell cars. The Ducharme family has been building a reputation in Alberta's Lakeland since 1959. In 2026 Cold Lake Ford went live with Alpha Drive AI. This is their story, in their words, and why we are proud to be their partner.
In their words. We would recommend Alpha Drive AI to others. They have been really helpful, and the customer service is fantastic.
Three generations, one standard.
It started with Archie Ducharme in Bonnyville. His son Marcel took over and was recognized by his peers as TIME Dealer of the Year in 1992. Then Marcel's son Greg, whose first job at the dealership was dusting the brochure rack, rose through the business to become the third-generation dealer principal.
Generation dealer principal
Automotive franchises, plus motorsports and RV
Team members
Communities: Bonnyville, Cold Lake, St. Paul
"The phones were ringing off the hook."
An award-winning dealer, recognized by its peers, chose an award-winning AI partner. Alpha Drive AI now answers the phones so Cold Lake Ford's advisors can do what made the Ducharmes famous: take care of people.
Referred by Ducharme Motors, Cold Lake Ford compared the field. "Alpha Drive AI had the best demo out of all AI companies."
"Alpha Drive AI helps in saving time for the advisors and removing workload from the team."
"Everyone from the Alpha Drive AI team is friendly, supportive, and they work to get items fixed in a timely manner."
Why this partnership matters to us
The Ducharme formula is four lines: run on sound business principles, embrace change, really like people, and keep employees and customers more than satisfied. It is a formula written by people who have answered dealership phones for three generations, and it is the same standard Dealer's Greatest Assets has run BDCs by since 1993. When a dealer recognized by its peers with the MDA Alberta Dealer of Excellence chooses a partner recognized by dealers with the Dealers' Choice Award for Best Virtual BDC, that is excellence recognizing excellence.
Alpha Drive AI answers Cold Lake Ford's calls so advisors stay with the customer on the drive. When a conversation needs a human touch, Live Assist brings in the right person: a Cold Lake Ford advisor or salesperson, or an agent from our live service BDC team.
About Ducharme Group and Alpha Drive AI
Who is the Ducharme Group?
A family-owned dealer group in Alberta's Lakeland, founded by Archie Ducharme in Bonnyville in 1959 and led today by third-generation dealer principal Greg Ducharme. The group holds five automotive franchises plus motorsports and RV, with 200+ team members across Bonnyville, Cold Lake and St. Paul.
Why did Cold Lake Ford choose Alpha Drive AI?
Referred by Ducharme Motors, Cold Lake Ford compared the field and chose Alpha Drive AI because, in their words, it "had the best demo out of all AI companies." The phones were ringing off the hook and pulling advisors away from customers in front of them.
What changed at Cold Lake Ford with Alpha Drive AI?
Cold Lake Ford describes "a really good relief in phone calls," with advisors focused on their core tasks. Alpha Drive AI now answers the phones so the team can take care of the people in the store.
What does Cold Lake Ford say about Alpha Drive AI support?
"Everyone from the Alpha Drive AI team is friendly, supportive, and they work to get items fixed in a timely manner."
Would Cold Lake Ford recommend Alpha Drive AI?
We would recommend Alpha Drive AI to others. They have been really helpful, and the customer service is fantastic.
More: All customer stories · Results · Service BDC AI · Live Assist
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