IN CASE YOU MISSED IT: A version of this article originally appeared on ThoroldToday on Nov. 25.
After working in his father’s auto parts business for the last 22 years, Thorold resident Dan Serravalle has decided to strike out on his own.
Together with his wife Ashley he has started ’T Dot Auto Sales’ on Ormond St., which specializes in selling pre-owned cars.
“It’s just a natural progression,” Serravalle says, in an interview with ThoroldToday. “I’ve been around cars my whole life and I always wanted to do the marketing aspect too.”
Serravalle says that good marketing is everything in today’s business.
“You got to build your brand and market it,” he says. “That’s what you have to do. You can’t just put a car at the end of the parking lot and put up a 'for sale' sign. Those days are gone. I want to change the dynamics of that old mentality of a used car salesman, that sleazy mentality. I don’t want that. We’re not selling cars, we are selling our reputation.”
To procure his cars, Serravalle attends online auctions.
“It’s a battle every day to find cars because there are some big hitters in the city for car lots,” Serravalle says. “I’m competing with them and I’m just a small guy. You really got to just persevere. Ashley has been helping me and she’s been really good at finding them.”
Serravalle’s wife Ashley didn't know anything about cars before she got into the business.
“Dan came to me with this idea last year in January and wanted me to come along for the ride and help him out,” she says. “I love working together and I love meeting the new people, I love making those new connections. It’s a whole new world for me.”
When not at their business, the couple is busy raising their three kids. Does Serravalle dream of having his children take over the business one day?
"I hope so," he says. "Whatever they choose is fine by me. What I’m trying to do is lay the foundation. If they choose this route—if they don’t make it to the NHL—they can take over daddy’s business."
So, what is the key to finding a good car?
“Not every car is perfect,” Serravalle says. “You want something with low kilometres, you want something that’s relatively clean, no rust. You want to make sure it’s clean and presentable inside. Car history is important, one to two owners and no previous accidents.”
Serravalle launched T Dot Auto Sales in the spring. It was important to him that the business be located in Thorold.
“Ashley and I were born in Thorold, raised in Thorold, went to school in Thorold,” he says. “Thorold is in my blood.”
That’s why Serravalle named the business T Dot Auto Sales.
“Everyone thinks T Dot is Toronto, but I always say: ‘No, Thorold is the real T Dot,’” Serravalle says. “That was my little play on that. Everything comes back to the city, to Thorold.”
Thorold is also centred in all of Serravalle’s marketing.
“Every car I get I go to a different landmark, whether it’s the church, whether it’s Decew, whether it’s the Canal—Every car I get I have that in the background,” he says.
To keep that community connection going, T Dot Auto Sales will take part in this year’s Thorold Santa Claus Parade on Saturday, collecting women’s toiletry products to donate to women’s shelter Gillian’s Place.
“I ride in the front of the parade with the Mayor,” Serravalle says. “This year we got the Blackhawks U11 walking with us. They just won the Beaverloch Tournament this past weekend. They’ll be showcasing their medals. [Gillian’s Place is] in dire need of women’s toiletry products so I hope we can collect enough for them.”
Helping the local community figures into Serravalle’s dream of claiming a little piece of Thorold for himself.
“I’m trying to build my own name,” he says. “I have a vision of what I’m trying to do. I’ve been at it in my head for quite a while and I’m putting it into action. I just want to support my family and have fun and I think we’re doing that right now.”
