Being recognized as a great place to work offers multiple benefits

It’s often said that the automotive retail sector isn’t so much a “car business”, as it is a “people business.” Good, loyal and happy customers are essential to a dealership’s success but so too is its staff. That’s why when individual stores and dealer groups are recognized for their efforts related to employee well-being and support, it’s a huge achievement.

For 2025 three franchised automotive retailers, Auto West Group, NewRoads Automotive Group and Hyundai Pembroke, have achieved such recognition, in being named as Autosphere Dealership Employer of Choice (ASDEOC) award winners.

Added advantages
Run by Corporate Culture and Employer of Choice in Canada (CCEOC) the Autosphere Dealership Employer of Choice award program not only enables these winning locations to be recognized across their industry for their efforts when it comes to investing in their people, but they also gain added advantages. A key one, is the ability to attract top talent to their organizations, as well as creating a working environment where employee turnover is reduced, operational costs are lower and staff engagement, commitment and productivity increase, which in turn, leads to greater customer satisfaction and loyalty—aspects that all automotive retailers strive to achieve.

For two decades, the Dealership Employer of Choice awards have represented an ideal opportunity for dealers to not only receive recognition due to their efforts toward their staff and businesses but also as a tool to drive value for their customers. Jeff Doran, President and founder of CCEOC explains that the Dealership Employer of Choice Award is broken down into two specific categories—a) Process and b) Development.

For those dealers that participate in the Employer of Choice program, there are five phases:

• Registration
• Organizational Profile
• Employee Commitment Survey
• Evaluating and Determining the Winners
• Detailed Reporting (available to all participants with winners receiving an official logo, media release, web listing and media partner support).

Dealers from across all provinces and territories are eligible to compete in the program, and CCEOC has introduced new reporting methods that are designed to help all dealers, from single-point, independent locations, to small and larger dealer groups, enabling them to break down and more accurately assess the data they receive from their employees.

Overall report
For dealers with multiple locations within a group, CCEOC can assess the entire group at once, providing them with an overall report. “This helps give them a good view of everything,” says Doran, “while providing them with breakout reports for individual stores.”

Doran notes that dealers which take part in the program, tend to be highly committed to making consistent improvements across their organization. “They’re driven to become better organizations,” says Doran “and our awards program and certification enables dealers to access the information they need to continue improving and growing their businesses.”

Here’s a look at the winners for 2025:

Auto West Group
Auto West Group, which owns and operates BMW and MINI retail locations in Richmond, B.C., has an illustrious history. In 1967, the Neumann family became the first importer and distributor of BMW vehicles in Western Canada and was one of the original five dealers located in the Richmond Auto Mall. Today, the business owned by President Joachim Neumann, encompasses Auto West BMW, Auto West Pre-Owned, MINI Richmond and Classic Garage.

Auto West Group places a strong emphasis on employee development. “Our leadership teams place a high priority on fostering a collaborative environment where employees feel supported and heard,” says Christine Wong, Manager, Human Resources for Auto West Group. “We make sure that everyone has the tools they need to succeed.”

Key recognition programs
Auto West Group also has its own key employee recognition programs, including 10, 20 and 25^th work anniversary celebrations as well as monthly team recognitions. Wong says that a superior experience for both dealership customers and employees, is built on a culture of trust, transparency and respect. “For customers, it’s about delivery, exceptional service, listening to their needs, and offering personalized solutions,” she says. “For employees, it’s about creating an environment where they feel appreciated, supported, and have opportunities to grow.”

For Auto West Group, winning the prestigious Dealership Employer of Choice award represents a culmination of the hard work and dedication of both the business and its employees to continuously improve and move forward. “We couldn’t have done it without our staff, and it represents our commitment to creating an inclusive and supportive workplace where everyone can call family,” Wong explains. “It also validates our efforts to foster a culture that values employee well-being and motivates us to continue improving.

NewRoads Automotive Group
Serving Ontario’s York Region since 1968, NewRoads was founded by Noel Croxon. Today under the leadership of Noel’s son, Michael Croxon, NewRoads operates eight locations, across the Northern suburbs of Toronto including Aurora, Newmarket and Richmond Hill. These include Chrysler, General Motors, Honda, Mazda, Subaru and Toyota franchise retail facilities.

NewRoads has four key pillars that represent the foundation of the organization: Employee Engagement, Customer Enthusiasm, Community and Performance. “Every decision, policy and process, is guided by these principles,” explains Mary-Anne Hart, Human Resources Manager for NewRoads. “We believe that our strong commitment to each pillar fosters a positive workplace culture and therefore, plays a significant role in achieving this award.”

The voice of our associates
Hart notes that winning the Dealership Employer of Choice award, represents the voice of NewRoads’ associates. “It symbolizes their trust in us, their happiness at NewRoads and their belief that this is an organization where they can thrive,” she says. “It symbolizes our commitment to making NewRoads a place people want to go to work every day because they feel valued, supported and empowered to succeed.”

Additionally, she notes that when employees feel happy, valued and engaged in their workplace, they are more motivated to deliver a superior experience to customers. “By investing in our employee well-being, we are also investing in our customer experience,” she says.

This year also represents the fifth time that NewRoads has won this award. “Being named a dealership Employer of Choice for 2025 is an incredible honour,” states Hart. “We are inspired to continue ensuring that NewRoads remains an environment where people feel excited and motivated to come to work every day.”

Michael Croxon adds that “of all the awards and accolades NewRoads has received, we view the ASDEOC as the most significant as it validates our efforts to create a workplace of “engaged” associates who choose NewRoads as their place of employment. This is the very backbone of our organization and enables us to deliver on our other three pillars of Customer Enthusiasm, Community and Performance. We are honoured to be receiving it a fifth time”.

Hyundai Pembroke
“Winning the Dealership Employer of Choice award is an incredible honour for us as a dealership,” explains Hyundai Pembroke Dealer Principal Shannon Slaughter. “To us, it speaks volumes about the environment and culture we’ve worked so hard to create.”

Slaughter says that Hyundai Pembroke chose to apply for the Employer Choice Award Program to gain meaningful recognition for the dealership’s commitment to creating a positive workplace culture and prioritizing employee satisfaction. “Applying for the program allowed us a dealership to benchmark ourselves against industry standards, identify areas for growth, and celebrate our successes as a top employer,” she says. Slaughter also notes that besides being a powerful way to attract and retain top talent by showcasing the dealership as a desirable place to work, earning recognition as a Dealership Employer of Choice winner reinforces Hyundai Pembroke’s reputation not just within the industry “but also within the local community, highlighting our dedication to our team, the community and our customers.”

Highly beneficial
Slaughter feels that programs like Employer of Choice are incredibly beneficial to the automotive industry because they represent a meaningful shift from the traditional dealership model. “These programs emphasize the importance of creating a workplace where employees feel valued, have flexibility, and enjoy a healthy work-life balance,” she says. “By fostering this kind of supportive environment, dealerships can cultivate loyal, motivated team members who are deeply committed to their roles.” Slaughter also says that as a dealer principal this award is “deeply meaningful because it represents something truly special—knowing that our team feels valued and appreciated. It’s a humbling reminder that this recognition comes directly from our employees, whose dedication and commitment are the foundation of our success.