Entrepreneurship and adaptability: The journey of Pierre Lévesque, founder of VitrXpert
In this interview conducted by Mario Comtois, a member of the Quebec Division of the Automotive Industries Association of Canada (AIA Canada), Pierre Lévesque, President and Founder of the VitrXpert network, shares his journey, his vision, and the challenges of his industry.
What does your role involve?
I launched this network thirteen years ago from scratch. At first, I was alone, then gradually built a team to structure and grow the network into what it is today. My role has always focused on development—both internal and external. It is about having a clear vision of where the industry is heading, anticipating trends, and adapting our approach accordingly.
A big part of that comes from a strong market awareness. Understanding customers’ needs, observing their behavior, and identifying shifts in the sector are key to driving our growth and staying relevant. What sets us apart is our agility. No matter the changes or challenges in the market, we never stay caught off guard for long. Our ability to adapt quickly is at the heart of our success.
What daily challenges do you face?
There are many simultaneous challenges. What drives me most is learning to adapt to change—whether it is economic conditions, industry evolution, supply issues, or new regulations. The key is figuring out how to respond as a network, both short- and long-term. There is also the challenge of bringing a group together, aligning everyone with a common vision, and creating a collective motivation to put in the effort. It is a bit like being a conductor: ensuring that when the baton rises, everyone plays their part in perfect harmony.
The technological challenge is also central: we need to keep everyone up to date and comfortable with new technologies. This year, our guiding principle remains the same: “do more, do better with less.” Rising to that challenge is our biggest objective.
How did your interest in the industry develop?
It all started in the late ’90s; I had the opportunity to enter the auto industry as a salesperson, and it was in 1991, during the introduction of the GST and the first Gulf War, that I got my start. Despite the unusual context, everything seemed to work in my favor, and I quickly fell in love with the job.
I started at Acura as a salesperson, and right away, I loved selling and meeting customers. I was young, which added an extra challenge, but success followed, eventually leading me to become a partner in a dealership. That gave me experience in all areas of dealership management, including the service department.
At some point, a turning point came. My time in the dealership ended abruptly, and that’s when I decided to go out on my own. This past February, my business celebrated 29 years in Drummondville. It began as a car detailing company, and over time, I added many services to make it a one-stop shop in our industry.
Eventually, I had to adjust my offering, notably by incorporating auto glass services under the RAMKO brand. Then, in the early 2000s, during the “Fast and Furious” craze, vehicle modification became popular. The industry evolved, and I followed the trend with the Docteur du Pare-Brise banner. A separation and financial need later pushed me to sell part of the business. It is not a romantic story—it was a matter of survival that led me to create VitrXpert, a company that reflects my vision of auto glass and was born from that period of transition.
Where did you learn the skills needed to succeed in the industry?
It has been a real journey of self-discovery—learning who I am and what my strengths are. For a long time, people said you had to be good at everything, but that never really suited me. I realized that instead of trying to excel in everything, it made more sense to identify my core skills and refine them.
That meant working on my ability to build relationships, improve how I connect with people, and feel comfortable with both those like me and those very different from me.
My development also heavily focused on building a network. Unlike other fields, there is no university for becoming a franchisor, so it was a long learning process: how to structure a network, how to be in it for the right reasons, and how to help my members grow their profitability.
Even today, learning is constant—it is a quest for new knowledge and continuous improvement.
What advice would you give to people just entering the auto care and repair industry?
If I were speaking to someone who wants to own a shop—whether it is mechanical, bodywork, or glass—I would first advise them to choose a field where they already have skills or can develop them. Knowledge and a willingness to learn are essential because these industries are always evolving. Now more than ever, adaptability and a passion for learning are critical.
It is also vital to know how to build a team. Working alone is rarely an option, and a shop’s success often hinges on group cohesion and stability. The best shops are those where employees stick around, creating a sense of trust for customers who enjoy seeing familiar faces at each visit. A good leader must be able to attract, motivate, and retain their team.
Community involvement is another key factor. Get involved in your town—make sure people see you are not just there to make money, but also to give back. A thriving shop is often one that’s deeply rooted in its community.
Lastly, never lose sight of financial management. It is crucial to keep a close eye on the numbers or surround yourself with people who can. Do not hesitate to bring in coaches and experts to ensure your business’s longevity. Success in this field comes down to a passion for operations, leadership, and strategic management.
What inspires you most about your work or the industry?
I am passionate about the next generation. I often hear people my age make mixed comments about younger people entering the industry. But personally, I find them fascinating. Many of my members—now shop owners—are around my son’s age, in their early 30s. Coaching, guiding, and understanding them teaches me a lot. The more we engage with their reality, the more impactful our coaching becomes, as it forces us to adapt and work as a team. I find this next generation committed and motivated. It is just a matter of understanding what truly drives them and offering the right support to help them grow and succeed.
What does the Automotive Industries Association of Canada mean to you, and what would you like to see the association achieve in the future?
I think it all really started by observing what was happening on social media. To me, the right to repair and access to information are major issues in the auto care and repair sector. These topics are critical, even if the mechanical side of the industry is larger than the glass side.
Beyond that initial awareness, the publications and involvement of AIA Canada’s Quebec Division, along with my attendance at events, played a key role. I believe it is essential for industry professionals to get involved and participate. Today, we see players from different specialties gathered around the same table, allowing for valuable information sharing and a broader view of market issues.
In my opinion, it is this combination—monitoring social media, participating in events, and networking—that has helped me broaden my perspectives and better understand the dynamics of the auto care and repair sector.
About VitrXpert
VitrXpert is a key player in the auto glass sector in Quebec. Specializing in the replacement, repair, and recalibration of automotive glass, the company focuses on high-quality and high-safety standards to ensure customer satisfaction and protection. With nearly 140 locations across the province, VitrXpert operates within body shops, mechanical workshops, and dealerships, offering a complete solution under one concept: “Everything under one roof.” This approach ensures efficient, fast service tailored to drivers’ needs.
About the campaign I am AIA
I am AIA aims to raise the profile of auto care industry professionals in Canada with the goal of humanizing our industry and showcasing members of AIA Canada. If you are interested in participating in sharing your story through this campaign, we encourage you to apply.