Jerry Pfeil Chrysler Dodge Jeep is unique, historic and has become synonimous with the largest Mopar festival in Canada 

Each summer, the town of New Hamburg, Ontario, plays host to the largest all-Chrysler classic and special interest car show in Canada. Moparfest sees enthusiasts of the Pentastar descend on this small, rural community west of Kitchener-Waterloo for two days of displays and activities related to Chrysler Dodge, Jeep, Plymouth, Fargo and DeSoto branded vehicles. 

Smallest dealership

While classic Mopars (the nickname stems from Chrysler’s old Motor Parts division), are some of the most revered cars and trucks ever built, the town of New Hamburg also has another distinction—it is home to Canada’s smallest Chrysler dealership—one with truly strong historical significance and that has seen its fair share of high performance metal roll off the lot over the years.

Jerry Pfeil Chrysler Dodge Jeep can trace its origins all the way back to 1932 and the years of the Great Depression. It’s been a Chrysler store since inception and for three generations was owned by the Haffner family. In 2019, Jerry Pfeil acquired the store and it has continued the tradition of being a family-oriented dealership that punches well above its weight.

Kevin Taylor, who is one of eight staff at the dealership and serves as both the Sales and Finance Manager, says the store’s size and footprint present unique challenges but also opportunities. The staff frequently juggle multiple roles and the business has developed a hyper-efficient sales process, since the 33 ft by 23 fit showroom can only accommodate a single mid-size vehicle at any one time. 

Additionally, the 104 ft by 150 ft lot is about the size of the average residential suburban property, though even with this footprint, the team does have the ability to stock 15 vehicles outside. 

The original building was destroyed following a fire in 1964, and the current showroom dates from that time. Like many early dealerships, there was also a service station originally on site too, though today the gas bar is gone, it’s only vestige being a public washroom that still exists on the facility. 

Biggest heart

Know as the smallest dealership with the biggest Heart, Jerry Pfeil Chrysler Dodge Jeep is highly active in the local community. The dealership is a strong supporter of many local charities, which include the Wilmot Family Resource Centre, as well as Skate Canada’s local club in New Hamburg; the Wilmot Wolverines and New Hamburg’s Optimists Club. “Beyond that,” says Taylor, we also collaborate with local businesses to help aid them in cross-promotion. Examples include take a test-drive and offering free pizza’s etc.”

Yet, for Mopar enthusiasts, the store remains a destination location and a go-to resource for sales and service relating to high performance  Chrysler, Dodge, Jeep and Ram vehicles. “We’ve sold many SRT cars, pickups and SUVs over the years,” says Taylor “and have built strong relationships with those niche customers.”  

“For Mopar enthusiasts, the store remains a destination location and a go-to resource for sales and service relating to high performance  Chrysler, Dodge, Jeep and Ram vehicles.”

Taylor explains that it’s not uncommon to have multiple Hellcat and SRT vehicles in for servicing at any one time and “we frequently joke that we have the best sounding service centre in the game!”

As for Moparfest, it’s been a staple in the New Hamburg community since 1979, and every August, the dealership becomes home to thousands of Mopar fans in town for the event. “It’s quite spellbinding,” Taylor explains. “The constant and beautiful rumbling sound of V8 engines, including HEMIs is a unique experience.” While he says the throaty roar may not be every resident’s cup of tea, for most members of the community “it certainly is,” enthuses Taylor.

There are certain places in North America that are special to fans of certain vehicles. For the Chevrolet Corvette, Bowling Green, Kentucky is a prime example, as is Dearborn, Michigan for Ford and Mustang aficionados. But for Chrysler fans, Moparfest truly stands out and right smack in the middle of all of the festivities, is this tiny, historic dealership that is integrated into the heart of North America’s iconic Mopar and performance culture. And with Moparfest 2026 fast approaching (August 15-16) the stage is set once again, for the community of New Hamburg and Jerry Pfeil Chrysler Dodge Jeep to once again be thrusted into the spotlight, celebrating all that is great about some of the most iconic automotive brands and vehicles to have ever hit the pavement.  

For more details on Jerry Pfeil Chrysler Dodge Jeep, visit here 

For more details on Moparfest, visit here