Wheaton Automotive Group, Alberta’s well-respected business family, adds another ProColor franchise to its impressive automotive portfolio.
For over 60 years, the Wheaton family has built a solid reputation as a trusted name in Alberta’s automotive business, with 17 dealerships and counting. Recently, the family consolidated its presence in the region’s aftermarket industry by opening its second ProColor Collision location in less than two months.
The Wheaton Automotive Group’s success story continues to inspire entrepreneurs and body shop owners even today. In 1961, family patriarch Don Wheaton and his family moved to Edmonton to manage one of General Motors’ largest dealerships in Alberta. At the same time, he also established a body shop to serve his growing clientele and complement his dealership business.
The group, now managed by the third generation of Wheaton family members, today operates an impressive portfolio of 17 automotive dealerships, including GMC, Cadillac, Buick, Chevrolet, Corvette, Honda, Kia, Hyundai and Mercedes. At the same time, it continues to enjoy the trust and loyalty of thousands of customers in and around Alberta, while continuing to support local communities.
“Don Wheaton always had a knack for cars—as a child, he would watch his older brother repair the family’s vehicles in their driveway in the 1930s,” says Peter Wilson, Fixed Operation Manager, Don Wheaton Chevrolet Buick GMC Cadillac. “He had a passion for anything with an engine in it! Motorbikes, airplanes, automobiles!”
Continuing the legacy, the group’s latest venture—ProColor Collision South Central Edmonton—stands on the same spot where Don Wheaton began his automotive journey in Alberta in 1961, and therefore holds special sentimental value for the family. The shop, however, has been outfitted with the most advanced automotive equipment and technologies that can restore vehicles of all makes and models to their original condition.
When it came to aligning their business with an established franchise network, the Wheaton Automotive Group naturally turned to ProColor Collision as the perfect match for their growing dealership business. The group was looking to expand its aftermarket operations in order to drive more business to its facility, while showcasing its newly renovated shop and specialized skills on a larger stage.
“Our Body Shop Manager, Derek Rutter, recommended ProColor Collision and we recognised the value that the brand can bring to our operations,” says Peter. “Joining hands with a reputed network such as Fix Network helps us garner additional business from our clients and insurance companies, while making sure that our technicians are trained in the most recent repair technologies at Fix Network’s training centres.”
Spread over 10,000 square feet and located on 6630 99 Street NW, ProColor Collision South Central Edmonton is an advanced repair centre that is managed by highly trained and certified technicians along with friendly customer service staff.
The shop offers a large and welcoming reception area, and the workshop features brand-new paint booths and the most advanced repair and calibration equipment.
Chris Peterson, Regional Vice-President – Western Canada, Fix Network, said: “ProColor Collision is proud to partner with the Wheaton Automotive Group and build on Don Wheaton’s legacy. Their strong focus on elevating the customer experience, and continued upgrade of equipment and employee skills aligns with our franchise development strategy. We look forward to working closely with this inspired team to better serve their customers.”