Performance Auto Group

Estimated read time: 6 minutes

How Honey Lawrie Huang is Quietly Redefining Parts Sales for 37 Dealerships, and the Entire Canadian Market

Most dealer success stories start in the parts department, behind a desk stacked with order slips, clipboards, and 20 years of tribal knowledge. This one starts with a fresh-out-of-college intern and a bold idea.

Meet Honey Lawrie Huang, the Aftersales Business Development Analyst at Performance Auto Group, the largest dealership group in Canada and, more importantly, the first to launch a group-wide eCommerce operation using RevolutionParts. If you think that sounds like a C-suite initiative, think again. Honey’s the one driving it, and she’s doing it with zero traditional parts experience and a whole lot of strategic hustle.

The first of its kind in Canada

While some dealership groups are still weighing the tradeoffs of online parts sales, Performance Auto Group has already launched 37 individual web stores and one mega superstore, covering every brand in their network. That’s right, Honey didn’t just get one store online. She got all of them online, and did it in under two months.

“It was definitely a bit hectic at the start. There were a lot of questions and uncertainties, things that didn’t always work right away. But now, things have really smoothed out. We’ve got our processes, our dealers are trained, and everything’s running more efficiently,” said Honey.

In the first month of launching the superstore and ramping up their marketing efforts, the team saw a dramatic spike in online parts orders. One of their Toyota locations, which piloted the eCommerce program three years ago, just hit its highest-performing month to date. Their marketing efforts are already paying off big time. And this is just the beginning.

No parts background, no problem

You’d think not coming from a parts department would be a disadvantage. Honey sees it differently.

“I think not having that background helped me think differently,” she said. “eCommerce is about the customer. It’s about user experience, marketing, and process. Parts experience is valuable, but sometimes it keeps people in an old-school mindset.”

Her approach is rooted in efficiency and big-picture thinking. She’s mapped financial systems, trained dozens of dealer staff, standardized tax processes across provinces (no small feat in Canada), and manages a parent platform with 37 child accounts on RevolutionParts, all while acting as the air traffic controller for fulfillment, customer inquiries, and marketing coordination.

In short, she’s running one of the most complex digital ops in Canadian automotive.

Why sell parts online 

Honey’s answer is both practical and sharp:

“Because there are people in rural Canada who drive hours just to reach a dealership. We’re giving them something they didn’t have access to before.”

And no, she’s not here for the “margins are too low” excuse.

“You have to look at volume and gross profit, not just percentage margin. And if your process is efficient, you reduce errors and time. It’s worth it, and it gives you a competitive edge.”

Building something bigger than a store

Honey designed training materials from scratch. She wrote the playbook. She merged RevolutionParts workflows with the group’s internal operations and trained every store on what “good” looks like. She’s also the go-to person when things go sideways.

“I supervise the whole operation from afar,” she said, half laughing. “My job is to make sure every dealership is responding to customers, fulfilling orders correctly, and following best practices.”

For Honey, the appeal of RevolutionParts lies in its usability and efficiency. “I really like how we have integrations that eliminate a lot of the manual work. It’s very easy to use, and it allows me to focus more on strategy and support instead of constantly putting out fires,” she explained.

As someone who thrives on streamlined processes and smooth operations, Honey appreciates how the platform makes it easier to manage logistics at scale, especially across 37 dealerships. 

If that sounds like a lot for someone who was still in school 18 months ago, it is. But that hasn’t stopped her from delivering numbers that turn heads.

In March 2025 alone, the superstore campaign delivered a major surge in online sales, with Honey’s team achieving a 9.5x return on marketing spend. Plus, the original pilot store is now seeing a long-term return on ad spend of 23x, proof that consistency and smart strategy pay off.

Advice to other dealers: “Stay stuck. We don’t mind.”

Asked what she’d tell other Canadian dealers who aren’t yet selling online, Honey doesn’t mince words: “Selfishly, don’t. Let us have all the business.”

Then, more seriously: “People in this industry are resistant to change. They’ve done things the same way for 20 years. But the customers have changed. Their expectations have changed. If you’re not giving them what they want, someone else will.”

Spoiler: that “someone else” is likely to be Honey.

eCommerce isn’t just tech. It’s a mindset.

“People think eCommerce is just plugging into a platform and waiting for the money to roll in. It’s not. It’s a long game. You have to invest, test, improve, and educate your team. But if you do that, it works,” Honey explained.

Honey’s proof of that. She’s running a hybrid model that lets customers buy from any store in the group, while ensuring orders are fulfilled locally and customer support stays strong. She’s streamlined tax collection across provinces. She’s proving that even without legacy parts experience, someone with the right mindset and skill set can lead a dealership group to digital dominance.

And her story is just getting started.

The future: Bright, big, and not boring

“I need a big project, something with growth potential. I want to build something that evolves constantly,” Honey said.

Right now, that “something” is one of the largest and most ambitious eCommerce parts operations in Canada. But with her brain for strategy and her taste for challenges, it probably won’t stop there.

In an industry that’s often slow to adopt change, Honey Lawrie Huang is a breath of fresh air, and a warning shot. The future of parts is online. The future of automotive is digital. And it might just have a superstore logo on it.

One that started with a recent college graduate who refused to think like everyone else.