Everest Group, operating as Mr. Lube + Tires Canada, has appointed Luciano Cifelli as Vice President of Operations.

Mr. Lube + Tires, founded in 1976, is a leading quick lube and automotive maintenance provider in Canada with more than 180 locations.

In his new role, Cifelli will oversee operational strategy and execution as the organization continues to expand its national footprint and strengthen service delivery across its retail network.

Cifelli brings extensive experience in automotive aftermarket leadership, commercial strategy, and multi-channel operations across Canada and global markets.

Most recently, he served as Country Manager, Canada at First Brands Group LLC, the global automotive parts manufacturer.

Prior to that, Cifelli spent more than three years with Pirelli Canada, where he served as Key Account Director and later Key Account Manager. Reporting to the Country CEO, he led commercial strategy for major national accounts.

He was recognized for top performance globally within Pirelli, earning the company’s highest performance rating in 2021 and Employee of the Year in 2022.

Earlier in his career, Cifelli held roles with Vast-Auto Distribution, where he led business development and digital transformation initiatives including e-commerce platform deployment and enterprise systems implementation, and with Canadian Tire Corporation, where he managed store operations and drove significant year-over-year growth across key retail programs.

“I’m looking forward to working closely with the leadership team and supporting the next phase of growth for Everest Group and Mr. Lube + Tires Canada,” shared Cifelli.

He also acknowledged his previous colleagues at First Brands Group, adding: “I’m grateful for the collaboration, dedication, and achievements we shared.”