Mont Tremblant, QC — They came for the strategy, stayed for the scenery, and left with a whole new sense of direction.
ACX’s annual conference, this year titled “ALIGN 2025 – Enhanced Vision” brought AutoCanada’s collision and hail repair crew to new heights—literally and figuratively—at the Fairmont Tremblant. Nestled in Quebec’s Laurentian Mountains, this year’s event wasn’t just about looking back at the numbers. It was about planting a flag for what comes next.
There’s no mistaking it: ACX is changing. The clearest sign came as the curtains lifted—figuratively—on the network’s new identity. Sleek visuals, a revitalized logo, and a dynamic online rollout are just the surface. Behind it all was a months-long effort that Keven Lupien described as more than a rebrand—it was a reframing of purpose.
The redesigned ACX isn’t just meant to look modern. It’s meant to move. A new website and a full digital ecosystem are set to follow, aiming to create a stronger, clearer bridge between the teams doing the work and the customers relying on them.
Throughout the conference, one theme came up again and again: clarity. And perhaps no one challenged perceptions more than Dr. Niree Kodaverdian, who walked the room through the stories we tell ourselves about the economy—and why so many don’t hold up. Labour shortages, recession whispers, spiking insurance rates—each headline has a backstory, and often, a more complex reality. Kodaverdian connected the dots between rising U.S. debt, shrinking exports, and increased household spending, all while showing how these forces subtly shape the future of collision repair.
Sean Carey reminded everyone why the word “rollercoaster” isn’t just a metaphor—it’s a business model. With OEM programs shifting, DRP contracts evolving, and IT systems still catching up, collision operators face more curveballs than ever. But Carey wasn’t there to warn—he was there to point out where opportunity still lives. Services many shops overlook, from tire work to recalibrations, may be the key to weathering turbulent market cycles.
At the same time, Jeremy Miller challenged attendees to think bigger about positioning. Branding, he argued, isn’t just about slogans or colours—it’s about controlling the narrative in your customer’s mind. Miller’s workshop cracked open how certifications and culture can become selling tools, not just checkboxes. The energy in the room made it clear: ACX is ready to compete not only on quality, but on identity.
Jacques Villeneuve, Canadian racing legend and former IndyCar and F1 world champion, arrived as a surprise guest speaker. With the perfect blend of horsepower and humility, Villeneuve shared stories from the track that echoed themes from the conference: precision, discipline, and the power of a great team.
Arthur Crawford spotlighted ACX’s drive to elevate its people—with leadership training, technical skills, and a sharp focus on safety as a differentiator.
And AutoCanada President Jeff Thorpe put it plainly: the reason this network keeps breaking records isn’t luck—it’s people. With over 5,000 members across the country and growing, ALIGN 2025 served as both celebration and recommitment.
Before the final evening’s celebration began, Paul Antony brought the message home in a closing address that hit both the head and the heart.
“Collision repair is one of the only industries where doing things right means the customer never comes back,” he said. “As odd as that is—we want them to return, but for coffee and visit, not because of another accident. So we set the standard: do it once, do it right, and make sure they tell everyone else.”
He continued:
“Every number we report, every milestone we hit, every ounce of momentum—we owe it to the people. The ACX team delivers exceptional results, day in and day out.”
This three-day, high-impact conference wrapped up in style with a gala dinner and awards celebration that felt more like a championship win than a closing ceremony. Attendees gathered for one final night of connection and recognition as the ACX management team presented gifts to top performers and standout leaders across the network.
In the quiet hours that followed the final toast, some attendees lingered over late-night snacks and last laughs, maybe not wanting to let go of the mountain air just yet.
But come morning, they’d be back in their shops and offices. Realigning—again—with a little more perspective in their pocket and a clearer view of the road ahead.
For a look at the new ACX website visit www.acx.auto
Check out all the photos from the event here.
