Barack Obama in Quebec City: What the 2026 Summit Means for You as a Buyer
Barack Obama in Quebec City: What the 2026 Summit Means for You as a Buyer
Posted on November 11, 2026
New Vehicle Sales Director — Brossard Hyundai
It isn't every day that a former U.S. president speaks to Quebec's car dealers. On November 10, 2026, Barack Obama closed the Rencontre au Sommet of the Corporation des concessionnaires automobiles du Québec (CCAQ), at the Manège militaire des Voltigeurs in Quebec City. But beyond the visit, what was said over those two days touches a question you may be asking yourself: can you trust your dealer?
What we took away from it
I wasn't in the room this time, but our general manager was, and I've heard nothing but good things. Above all, we didn't wait to act: at our last sales meeting, we worked on our clients' buying journey using the results of the Léger survey presented at the Summit. Because a survey is useless if it stays in a drawer.
A conversation with Barack Obama
The Summit was in its fourth edition, with about 800 participants according to Le Soleil. The roughly one-hour conversation with Barack Obama was held behind closed doors: media were not admitted, a condition of his visit.
According to participants quoted by Le Soleil, he touched on politics, leadership and more personal reflections. On leadership, he explained that he prefers to surround himself with the best specialists in their fields, listen to their advice and accept that close advisers contradict his views. He also looked back on the auto crisis at the start of his first term, when he chose to help automakers in deep trouble (source: Le Soleil, November 10, 2026).
An idea that resonates with us: surrounding yourself with competent people and accepting being contradicted is exactly what you expect from a good sales and service team.
The other topics: market, economy and artificial intelligence
According to the CCAQ, several speakers took the stage:
- Jean-François Lépine and Francis Gosselin on the major transformations of the auto market, geopolitics and the economy.
- Gabriel Talbot Lachance on how artificial intelligence is already transforming the relationship with consumers.
- Sasha Luccioni on the questions of judgment, ethics and responsibility that AI raises.
The question that matters most to you: trust
A Léger survey, presented at the Summit by Cyntia Darisse and Pierre-Olivier Zappa, showed that some perceptions of dealers remain deeply rooted, even though consumers recognize their expertise. I won't hide behind that finding: trust is earned through actions, not slogans. That's exactly why our team used it to review every step of your buying journey, from the first visit to delivery.
The discussion that followed, with Mario Albert, Alexandre Rousseau and Robert Pidgeon, focused on professional integrity, oversight and disciplinary measures. It's the one that concerns you most directly.
Certified dealer: what it concretely changes for you
For four years, CCAQ member dealers have been transforming their practices. Here is what already exists:
- A certification. Adopted in 2024, it aims to standardize practices around standards of transparency, ethics and service quality. According to RPM, it requires training, adherence to a code of ethics and registration with the online mediation service of the Office de la protection du consommateur (source: CCAQ, September 13, 2024).
- Free mediation in case of a dispute. Since January 1, 2025, a CCAQ member dealer must be registered with Parle consommation, the OPC's online tool, to obtain certification. If you disagree, you can settle the dispute online, free of charge, without going to court (source: OPC, October 25, 2024).
- A disciplinary committee. The CCAQ set up a committee that reviews the conduct of members who don't follow the rules. Sanctions range from a simple warning to suspension or removal of membership in serious cases (source: RPM, January 13, 2026).
At the Summit, members saw the certified dealer branding for the first time and a preview of the campaign that will introduce it to the public. You'll see it soon.
Brossard Hyundai is a certified dealer. You therefore have access to these commitments and this recourse with us.
What I recommend, whatever the dealer
- Before buying. Ask whether the dealer is CCAQ-certified. We are.
- During the transaction. Ask for every amount to be explained and put in writing. A good advisor has nothing to hide.
- If you disagree. Talk to management first. If it isn't resolved, the OPC's online mediation is free.
What doesn't change
No certification replaces the relationship you build with your advisor. It provides a framework and recourse. It's up to us, every day, to earn your trust.
Our Sales Director's perspective
Trust is earned through actions, not slogans.
Jean-François Charest — New Vehicle Sales Director, Brossard Hyundai
No certification replaces the relationship you build with your advisor. It's up to us, every day, to earn your trust.
Jean-François Charest — New Vehicle Sales Director, Brossard Hyundai
Frequently asked questions about the 2026 Summit and CCAQ certification
When did Barack Obama come to Quebec City?
On November 10, 2026, to close the CCAQ's 2026 Rencontre au Sommet, at the Manège militaire des Voltigeurs.
What is a CCAQ-certified dealer?
A member dealer committed to standards of transparency, ethics and service quality, to training and a code of ethics, and to registration with the OPC's online mediation.
What should I do if I have a dispute with a dealer?
Talk to management first. Otherwise, Parle consommation, the OPC's tool, lets you settle a dispute online for free.
Can the CCAQ sanction a dealer?
Yes. Its disciplinary committee can go as far as suspending or removing membership.
Is Brossard Hyundai a certified dealer?
Yes. Brossard Hyundai is a CCAQ-certified dealer: you have access to its commitments and to the OPC's free mediation.
Let's talk
Have a question about a transaction or your recourse? Come see us, we'll give you a straight answer.
Brossard Hyundai
8750 Taschereau Blvd., Brossard, QC J4X 1C2
Sales: 1 (866) 848-0083
Information current as of November 11, 2026.
Sources: Le Soleil; CCAQ; Office de la protection du consommateur; RPM.