New Georgian College innovation lab opens doors to industry-leading tech for automotive students

The new PBS Systems Innovation Lab at Georgian College’s Barrie Campus is fueling automotive education and bringing real-world tools directly to the classroom.

Students in the Automotive Business School of Canada (ABSC) will benefit from next-generation learning through hands-on experience with advanced digital technologies that mirror those used in today’s automotive industry. The lab officially opened on May 22.

Georgian’s partnership with PBS Systems is long-standing and multi-faceted and this new space is an evolution of that relationship, said Jason Dale, Executive Director of the ABSC.

“Through this lab and our continued partnership with PBS Systems, our students have access to industry-leading digital tools – the same software they’ll use on the job after graduation. That means they’ll be able to hit the ground running,” says Dale. “Beyond that, the space will help prepare our students for a digital-first automotive landscape and allow them to collaborate on innovative ideas that will drive the future.”

Six people smile and each put a hand or two on a 3D printed button reading PBS.
The new PBS Systems Innovation Lab opened at Georgian’s Barrie Campus on May 22. From left: Kevin Weaver, President and CEO, Georgian; Lynn McNeill, Senior Vice President, Sales, PBS Systems; Dr. Yael Katz, Vice President, Academic, Georgian; Bryan Hunt, Dean, Business and Management, Automotive Business and Hospitality, Tourism and Recreation, Georgian; Jason Dale, Executive Director, ABSC, Georgian; and Jonathan Trepanier, ABSC student and Director, Customer Experience for the Georgian College Auto Show.

PBS Systems is a Canadian success story. For over 30 years, it has been a trusted supplier of dealer management software, serving dealerships across North America and the Caribbean.

As an established partner, PBS Systems is a dedicated employer of Georgian graduates, with company leaders serving on program advisory committees to ensure the curriculum is relevant to ever-evolving industry needs. They also fund scholarships and sponsor the Georgian College Auto Show, taking place at the Barrie Campus from June 6 to 8.

We’re thrilled to see the culmination of our long-standing relationship with Georgian College in the form of the PBS Systems Innovation Lab. This space provides students with hands-on experience using our v10 software – the most used system by dealerships in Canada. It’s with great pride that we equip these future automotive professionals with the skills and tools needed to lead in a digital-first industry.

– Lynn McNeill, Senior Vice President at PBS Systems
Two people sit and talk at the front of a room in front of a crowd of people. A backdrop reads: Automotive Business School of Canada.
From left: Lynn McNeill and Jason Dale engage in a question-and-answer period during the opening of the new PBS Systems Innovation Lab at the college.

A five-year exclusive agreement that started in 2024 provides student access to PBS Systems v10, the next generation of dealer management software. This platform supports all aspects of an automotive dealership, from accounting and sales to parts, customer management, and more.

Students will learn via innovative digital tools, including vehicle telematics, Bluelink connectivity, transparent eCommerce vehicle purchasing, mobile app workflow integrations, and dashboard analytics.

Learn more about ABSC and its industry support and partnerships

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