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Serp BMW

Serpa BMW transforms the new vehicle experience in Newmarket/Aurora

Frank Serpa, dealer principal of the Serpa Automotive Group, expresses great gratitude to the Newmarket/Aurora community, which has warmly welcomed Serpa BMW since he acquired the dealership in April 2012 from Open Road BMW.

Serpa’s impact on the community has been considerable. Serpa BMW is known as the dealership that’s always there for those in need, supporting charitable golf tournaments, fundraising for hospitals and other events that make a difference to the quality of life in the Newmarket/Aurora.

In addition, Serpa BMW is in the process of transforming its facility into something that is unprecedented and even unique among auto retailers in the area. It’s part of a global BMW plan to extend the brand’s unmatched design and engineering to the customer experience. The entire Serpa BMW store is in the process of change, adding to space, installing advanced new seating areas and also creating a special area for the highly prized and rare BMW M-powered vehicles, as part of our special status as an M-Certified dealership. These changes will be very special and we are very excited to complete them in 2015.

Dealer principal Frank Serpa says that he plans on spending the next 25 years “selling and servicing BMW autos.” Then he will pass the torch to his sons Stefano and Adriano. Already working in the dealership as General Sales Manager and Customer Promise Ambassador, Stefano Serpa is supervising many of the changes occurring right now. He is also passing on the family values that the Serpa name has represented over two decades in automotive retailing. Though not in the business presently, Adriano is also a source of pride to the family: he was called to the bar in May 2014 and is currently a practicing lawyer. The Serpa Automotive Group also includes Avante Mazda in Richmond Hill, launched on October 27, 1995 and now celebrating its 20th anniversary. It’s one of the “Original Six” GTA Mazda dealers and one of its most respected. At some point, other notable brands may be added to the Serpa Group. Please follow us on Facebook and Twitter @serpabmw.

Serpa remains proud of his roots, although he operates in the somewhat rarified atmosphere of BMW, the world’s finest automobile brand. In an ascent that rarely occurs anymore, Frank Serpa rose from car cleaner and mechanic to dealer principal. Raised in a traditional family in the old College St. Italian neighbourhood, Frank absorbed the need to continue those same family values in business.

With an interest in cars beginning at a very young age, he started out truly at the bottom. He became an apprentice technician, earned an interprovincial mechanic's license and decided to work his way up.

He then organized car deliveries in a Honda dealer, worked as a service advisor in the parts department, then Sales Associate, and Assistant Manager. For his efforts, Honda awarded him a Sales Master title, and went on to become Avante Mazda’s dealer principal. Then in 2012, he acquired the first BMW dealership to change hands in more than a decade, a very big event in the auto world. It was quite an accomplishment, even more so for a kid from College St.

Serpa vowed to bring his unique brand of customer connection to Newmarket, which is exemplified in the motto “Respect, Trust, Enjoy.” This means a transparent buying experience that results in customers enjoying the transaction so much that they will refer friends and closest family to the dealership.

Rosanna Serpa has been by Frank’s side during his entire automotive adventure, which was not always easy, especially in their early days. They met at the age of 18; Frank saw her from a distance and was determined get to know Rosanna. They celebrated their 33rd wedding anniversary in 2014, a very spiritual number for both.

“There was just something special and different about Frank,” Rosanna said. “It was there from a young age and he kept building on it year after year. He came very far but I knew it would happen from day one.” Rosanna is also an entrepreneur in her own right, operating the luxurious hair salon, Disegno, in Toronto’s stylish Forest Hill Village.

“With Frank, no means no and yes means yes,” she added. “In our family, with our two sons, and with his clients, it’s the same.” Rosanna explained that Frank is a “determined perfectionist and an excellent motivator with a million-dollar smile.” People “trust him and like him. They know he works very hard and is an honest man.”

“Knowing my family will be with BMW for the long term is a great feeling,” Serpa concluded.

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