- Sales at the StarPlex grew steadily after launch and more than doubled in the three months after opening
CARSTAR Automotive Canada was founded in Hamilton in 1995, becoming the fastest growing automotive franchise in North America. As part of its growth strategy, CARSTAR opened a 25,000 square foot flagship location in Mississauga called the CARSTAR StarPlex and hired Polaris to launch it.
We invited Toronto media to take a sledgehammer to CEO Sam Mercanti’s Mercedes—and do as much damage as possible. Media happily accepted the challenge, with the Toronto Star bringing its own kick-boxer.
The car was repaired overnight by employees on a time-coded video so that the media could see the results for themselves the next day. This demonstration physically illustrated the impressive work that could be completed at the StarPlex facility in a short period of time.