Cranbrook Hyundai looks to the future

How one Cranbrook dealership is navigating a new era in automotive sales

by Kerry Shellborn

Since becoming General Manager at Cranbrook Hyundai just over two years ago, David Moodie has brought a new perspective to running a dealership in a growing B.C. community. With a background in service and retail rather than traditional car sales, Moodie leads with a creative, relationship-focused mindset in an industry that’s evolving quickly.

In this interview, Moodie reflects on the learning curve of managing a dealership, why transparency and community involvement matter, and how Hyundai’s innovation—especially in electric vehicles—is resonating with Kootenay drivers. From personal vehicle picks to EV adoption trends and community partnerships, Moodie offers an inside look at where the local auto industry is headed.

Can you tell me about some of the unique challenges you’ve faced and how you’ve taken on this leadership role?

A lot of it was just learning to manage a department I had never truly been a part of. Selling automotive repair services or cell phones is one thing, but selling cars and understanding the dynamic between the consumer and the dealership was a whole new experience for me.

Buying a car is the second-largest purchase most people make, so helping my team develop that relationship with the customer has been a unique challenge. I approach it from a different perspective—one that isn’t necessarily conventional for most dealerships or dealer groups.

Personality plays a big role in this business. You have to be direct, honest, and transparent with customers. We’re a local business, and people see us in the grocery store or at Bucks games. My name is tied to everything that happens at this dealership, so we make sure our approach to customer service is consistent from the top down.

Cars in front of the Cranbrook Hyundai dealership

Let’s talk about your product—what can you tell us about Hyundai vehicles?

It’s an excellent product. Over the years, Hyundai has won numerous awards. Fifteen years ago, they were considered an economy brand, but they've come a long way in design and technology.

For example, Hyundai won the 2023 World Car of the Year with the Ioniq 5, the 2024 World Electric Car of the Year with the Ioniq 6, and I expect the Ioniq 5N to win in 2025. Hyundai has made a big push into the hybrid, plug-in hybrid, and electric vehicle space, gaining market share from larger competitors like Tesla and Lucid.

Coming from GM and Chrysler, where I was used to driving pickup trucks, transitioning to an import brand was a bit of a culture shock. But Hyundai has impressed me with their design and innovation.

Last October, we attended the Hyundai dealer meeting in Las Vegas, where they unveiled new products. Seeing where the brand is headed was remarkable. The fit and finish in Hyundai vehicles today are at a level you wouldn't expect when compared to competitors like Ford or GM. The difference in quality and pricing is noticeable.

The Cranbrook Hyundai sales team proudly supports Hyundai Hope on Wheels, showing their commitment to giving back. From left to right: Dave Moodie, Ryan Taylor, Dayton Pouliot, Brandon Dalrymple, Matthew Dragovan, Stacey Lundin, Aiden Taylor.

What were some of the big things they rolled out at that dealer meeting? Did they give you a glimpse of the future?

Absolutely. One of the big initiatives this year is "Hyundai Hope on Wheels." They’re donating to cancer research and children’s hospitals across Canada, with a commitment of $4 million. Contributions are being made from Montreal to the West Coast, with additional donations planned for smaller markets like Cranbrook later in the year.

It’s a campaign that resonates with a lot of people. My mom was a nurse for 40 years, working at McMaster in Burlington and Joseph Brant. My cousin was born with his heart outside of his body, so I’ve seen firsthand how important these hospitals and support systems are.

As a dealership, we also try to give back to our local community. We sponsor the NICU car show and concerts, work with Rotary, and help out at Bucks games—whether it’s volunteering for 50/50 draws or assisting with community projects. It’s important to us because we live here, too. Everything we give back benefits us all.

What’s the most popular Hyundai model in Cranbrook?

I’d say the Tucson. It’s an all-wheel-drive, smaller SUV that comes in a range of models, from base gas to hybrid. We sell about 10 to 12 a month. It’s a good-sized vehicle—bigger than older models but still compact enough to be practical. Hyundai has also managed to keep it at a great price point for consumers.

What’s your personal favourite model to drive?

That’s a tough one, but I’d probably go with the Santa Cruz. It’s what Hyundai calls an "adventure vehicle." It’s a small, unibody pickup truck with a four-foot bed, built on the Tucson platform. It has a 2.5-litre turbo engine that really moves.

For the Kootenays, it’s a great truck. It tows up to 5,000 pounds, so you can haul jet skis, snowmobiles, or whatever else you need. It’s got a built-in cooler in the bed and a comfortable interior that fits four adults. It’s just a fun vehicle.

Hyundai has been a leader in hybrid and electric vehicles. Are they growing in popularity here in the Kootenays?

Definitely. The EV market has gone through stages—early adopters, then people who took advantage of government incentives, and now we’re seeing more conscious buyers who want to maximize their range and cost savings.

Since Tesla opened its charging network, interest in EVs has increased, especially for the Ioniq 5. Cranbrook has three public charging stations, plus most dealerships with EVs have their own chargers available. Most people charge overnight at home using a Level 2 charger, and it’s surprisingly affordable. One of our staff members tracks his charging costs closely, and he’s only paying about $50 a month for 1,000 km of driving.

EVs also have lower maintenance costs—there’s no oil to change, and servicing is only required once a year instead of every few months. The mindset for travel changes a bit, though. Instead of a quick gas stop, you plan charging breaks, often around meals or hotel stays. But people are adapting.

The Ioniq series is fully electric, right?

Yes. The Ioniq 5 is the SUV, and the Ioniq 6 is the sedan. They both have a ton of space inside since there’s no transmission tunnel, making the interior feel roomy.

Where do you see the auto industry heading?

I think we’re moving more into hybrids. Manufacturers are exploring different solutions, from hydrogen fuel cells to gas-powered generators that recharge EV batteries. Hyundai has done a great job of providing good range at a competitive price without disrupting people’s lifestyles.

The industry is volatile and changes quickly, but it’s all about how manufacturers and dealers respond. For example, when the federal government unexpectedly postponed the iZEV rebate in January, Hyundai immediately stepped up and honoured the $5,000 rebate until the end of the month. That decision boosted our EV sales and showed consumers that Hyundai supports them, even when the government doesn’t.

Staff team lined up at Cranbrook Hyundai

Have supply chain issues eased since COVID?

Absolutely. Our vehicles are built in both the U.S. and Korea, and we have a consistent inventory now. COVID caused major disruptions, especially for EV production, with waitlists of two to three years. But now, most models and trims are readily available, and ordering takes about four to six weeks.

The Western Canadian dealer network has also been great about transferring inventory between locations, making it easier for consumers to buy locally. Things are definitely back to normal.

Sleek, spacious, and state-of-the-art—the Cranbrook Hyundai showroom showcases the latest models in a welcoming environment.

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