Thank you, Chair.
Good morning, everyone. Thank you for having us here in the lovely town of Windsor. I have a connection with this place. My father went to Assumption University, so it's near and dear to my heart.
I know that we're here not only to deal with a very serious issue, but we're also here because we have a member of Parliament in the House of Commons who harangues us day in and day out on this committee on an auto policy. So we're here because Brian Masse forced us here. I know he's probably having a bit of a chuckle over that, but I can tell you that if automotive policy is something we have been looking at, it's certainly in concert with his initiatives. I guess his dedication to the issue can't be gainsaid.
I want to ask you this. In a world environment where products can be traded very quickly, where customers expect the lowest price and the highest quality, how much effort is given or can be given to recognizing the need to focus more on niche marketing?
Mr. Bernard, I take your point about your plant in fact closing, and it's extremely disheartening to hear. Only nine or ten months ago, things were doing extremely well, as some of the witnesses have just pointed out.
Mr. Persichilli, you suggested a possible angle with respect to subsidies. Can you expand on that?