Pfaff Subaru, an all-new 2,050–square metre (22,000–square foot) dealership, has formally opened its doors in the Guelph Auto Mall.


More than just another dealership, Pfaff Subaru also ushers in the group’s next-generation customer experience, designed to make buying a new or used vehicle faster and easier than ever. Pfaff Subaru offers its best, fair-market price up front, removing the friction from the sales process, and vehicles are sold with no hidden fees. Customers only have to deal with one point of contact, a commission-free salesperson that will help them find exactly the right car. And money-back guarantee and exchange policies provide customers additional peace of mind.

The new customer experience is reflected in the layout of the showroom, which is uniquely open and airy, featuring café-style tables instead of traditional sales desks. Customers interact with sales representatives using tablets, where they can review vehicle, accessory, and financing options, in a transparent, collaborative fashion.


Service customers will also find it fast and easy to deal with Pfaff Subaru, which builds on the Pfaff group’s reputation for exceptional customer experience. Customers can book their service appointments online, and 10 service, detail, and alignment bays provide ample capacity.

Pfaff Subaru employs 28 people from the local community, with a mix of automotive, hospitality, financial-services, and high-tech experience. They are led by Paul Cullen, a Guelph native with deep experience with the Subaru brand.


“I’m so excited to be opening a dealership in the community where I was born and raised,” said Cullen. “Subaru is a brand ideally suited to the Guelph community, which cherishes the great outdoors and active lifestyles. Having worked with Subaru at a corporate level earlier in my career, I have always been tremendously passionate about the brand, its products, and motorsport heritage as well – so to be bringing it to the Guelph market, with the performance-driven Pfaff group behind it, feels like a real homecoming.”


Guelph’s newest car dealership sits at the north end of the city at 12 Wilbert Street near Woodlawn and Elmira Roads, providing Guelph car shoppers access to a brand and products ideally suited for the region.