Auto Dealer Employer of Choice Program Celebrates its 10th Anniversary

A Milestone in Canadian Automotive Leadership
This year marks the 10th anniversary of the Canadian Autosphere Dealership Employer of Choice (ASDEOC) Award Program—a program that has become a national benchmark for recognizing dealership excellence in people management, culture, and leadership.

Over the past decade, ASDEOC has helped dealerships across Canada measure, improve, and celebrate their workplace practices, setting a new standard for what it means to be an employer of choice in a fast-changing industry.

The Evolving Role of Dealerships as Employers
Ten years ago, the automotive retail landscape looked very different. Electric vehicles were niche products, digital retailing was still emerging, and the “next generation” of dealership employees was just beginning to enter the workforce.

Today, dealerships face new challenges—from talent shortages and technology shifts to increasing calls for diversity, inclusion, and sustainability. Yet one thing remains constant: people continue to drive dealership success.

Becoming an Employer of Choice isn’t a static achievement—it’s an ongoing journey of adaptation, listening, and leadership. Gaining ASDEOC status is a validation of the effort dealerships put into building world class organizations.”

What Makes an Employer of Choice?

ASDEOC’s research over a decade highlights five key themes shared by top-performing dealerships:

• Leadership That Listens
  Great dealers build trust from the top down. They create open environments where employees feel heard, supported, and empowered to contribute ideas.
• Employee Engagement and Recognition
  The best employers don’t just hire talent; they motivate and retain it through meaningful recognition, clear career paths, and ongoing development.
• Culture of Respect, Inclusion and Innovation
  Modern dealerships thrive on diversity—of thought, background, and experience. Employers of choice make inclusion and innovation part of the DNA of their brands.
• Focus on Learning and Growth
  As vehicle technologies evolve, top dealerships invest in constant training—from EVs to advanced digital tools to sales and service delivery.
• Community and Purpose
  Beyond the sales floor, dealerships that engage with their communities—supporting local causes and giving back—build stronger brands and employee pride.

The Impact of the ASDEOC Program
ASDEOC’s rigorous evaluation process provides dealerships with measurable insights into their employee experience and leadership practices. Participants don’t just receive a score—they receive detailed reporting and a roadmap for continuous improvement.

Over 100 dealerships from coast to coast have participated since the program’s launch, demonstrating a national commitment to building and promoting better workplaces in automotive retail.

“Being a recipient of the 2024 Dealership Employer of Choice award, makes everyone at AutoCanada very proud, says Jennifer Lennox, Vice President, People & Culture. “The award was won based on a leadership review and survey of our team members and if they’re pleased to be here, that’s ultimately what we’re trying to accomplish.”​

A Decade of Recognition — and What Comes Next
As ASDEOC celebrates its 10th year, the program continues to evolve—incorporating new data insights, benchmarking analytics, leadership development resources and public relations to help dealerships navigate the future of work.

The vision for the next decade? To inspire every dealership in Canada to become a great place to work—where people feel valued, customers feel the difference, and the industry as a whole advances together.

The Road Ahead
Becoming an auto dealer employer of choice means leading with purpose, listening with empathy, and embracing change with courage.

As ASDEOC enters its second decade, one truth shines brighter than ever: dealerships that invest in people not only attract the best talent—they also deliver the best customer experiences. To learn more about ASDEOC, visit asdeoc.com, or contact Jeff Doran at (416) 886-7007) or via email at [email protected].