TORONTO -

For Geoff Helby, the love for cars is deep. Saying he always needs to be around cars and calling them his “passion,” the former director for J.D. Power and Associates’ Power Information Network in Canada now has another opportunity to explore the business for which he has so much excitement.

Earlier this month, Helby stepped into his new role as the Canada regional director at ALG.

He moved into the position after seven years with J.D. Power, which was preceded by 10 years at what was then known as GMAC.

With almost two decades in the auto business under his belt, Helby talked with Auto Remarketing Canada earlier this week about his goals and excitement for his new post with ALG in Canada.

“My passion is automobiles,” Helby told Auto Remarketing Canada. “That’s my true passion, that’s what gets me excited.”

As he brings that enthusiasm to his new position, Helby said he hopes to help ALG Canada “mimic the success ALG has had in the U.S. market.”

ALG is the go-to resource in the U.S. in the residual value arena, and Helby said he will strive to translate that into the Canadian market, as well.

“It’s my goal that we gain that reputation in Canada,” he emphasized.

Helby also said he’d like to “really put a face to ALG in Canada” while making sure through full transparency that ALG’s clients and prospective clients clearly understand the company’s methodology.

Through his previous industry experience, Helby has also established strong relationships with clients in Canada, and he would like to maintain those relationships.

“I’m looking forward to continuing those relationships but provide a different service to them,” he noted.