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Case study

Cold Lake Ford × Alpha Drive AI

Three generations, one standard. "The phones were ringing off the hook." Read the full story below, print it, or download the PDF.

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Family owned since 1959 · Alpha Drive AI partner

Three generations, one standard.

Cold Lake Ford and the Ducharme Group

Some dealerships sell cars. The Ducharme family has been building a reputation in Alberta's Lakeland since 1959.

3rdGeneration dealer principal
5Automotive franchises, plus motorsports and RV
200+Team members
3Communities: Bonnyville, Cold Lake, St. Paul
The family

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.

In 2015 Greg was named the MDA Alberta Dealer of Excellence, one of only two dealer awards in the province each year, nominated by fellow dealers and chosen by past winners. Marcel had won it before him. The association cited multiple Ford President's Awards for sales and customer satisfaction.

The timeline
  • 1959Archie Ducharme opens in Bonnyville
  • 1992Marcel named TIME Dealer of the Year
  • 2001Greg brings Cold Lake Ford into the family
  • 2006Adds Bonnyville and Cold Lake Chrysler
  • 2015Greg named MDA Alberta Dealer of Excellence
The Ducharme formula
01Run on sound business principles
02Embrace change
03Really like people
04Keep employees and customers more than satisfied

Embracing change has sometimes meant staying open until 3 a.m. to get customers' vehicles serviced.

What Cold Lake Ford customers say
A team that "treats you like family."
  • Service opens at 7 a.m. on weekdays and stays open Saturdays
  • Customers squeezed in the same or next day
  • A vehicle delivered all the way to Calgary
  • People drive in from across Alberta and Saskatchewan
Family owned. Community rooted. Recognized by their peers.

From Santa's Elves toy drives to local golf tournaments and community sponsorships across the Lakeland, that's the Ducharme way.

Continued →
Excellence chooses excellence
"The phones were ringing off the hook."

Then Cold Lake Ford went live with Alpha Drive AI.

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.

Before and after
Before Alpha Drive AI
Phones ringing off the hook, pulling advisors away from the customers in front of them.
→
With Alpha Drive AI
"A really good relief in phone calls." Advisors focused on their core tasks.
In their words
01 · Why us
The best demo of any AI company

Referred by Ducharme Motors, Cold Lake Ford compared the field. "Alpha Drive AI had the best demo out of all AI companies."

02 · The result
Time back for advisors

"Alpha Drive AI helps in saving time for the advisors and removing workload from the team."

03 · The support
Quick, friendly, fixed fast

"Everyone from the Alpha Drive AI team is friendly, supportive, and they work to get items fixed in a timely manner."

Excellence, matched
Cold Lake Ford · Ducharme Group
Alpha Drive AI
MDA Alberta Dealer of ExcellenceNominated by fellow dealers, chosen by past winners
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Dealers' Choice Award winnerBest Virtual BDC, voted by dealers
Three generations since 1959Archie, Marcel, Greg
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Running dealership BDCs since 1993Built by BDC people, not Silicon Valley
A team that "treats you like family"Really like people
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"Friendly, supportive" and "very quick"In Cold Lake Ford's own words
Open until 3 a.m. when it countsEmbrace change
=
Answering every call, 24/7The best demo of any AI company
Excellence recognizes excellence.

"We would recommend Alpha Drive AI to others. They have been really helpful, and the customer service is fantastic." Cold Lake Ford

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