Surrey, B.C., auto dealer Sherrold Haddad, long recognized for his giant flag flying overhead of Flag Mitsubishi and Flag Chevrolet, celebrated his 35th year in business and giving back to his community. Haddad is a living example of the New Car Dealers of B.C. (NCDBC) economic report that found the province’s auto dealers raise or give contributions valued at $13 million a year to charitable or social causes in their community.
Haddad is one of the founding fathers and philanthropic visionaries behind Canuck Place, BC Special Olympics and the Surrey Memorial Hospital Foundation.
“There is no doubt that Sherrold is one of the legends of the B.C. automotive industry,” said Blair Qualey, president of the NCDBC. “He combines true business acumen with a give-back attitude and was one of the leaders that shepherded the development of local car dealers being the philanthropic hearts of their communities.”
Haddad, 86, began his entry into the auto industry during the 1970s, a richly textured era of social change and dynamic economic growth that saw the Lower Mainland boom. The dramatic growth was spurred by baby-boomers stepping out from parental homes and expanding the economy. Sales of appliances, new homes, and car sales soared as boomers got their first job, married, and grew a family. It was an ideal time for the then 51-year-old Syrian-born businessmen to roll out his first dealership Flag Chevrolet. Today, he has three dealerships and still arrives to put in a full day with his wife working alongside him.
The landmark flag that sits above the Surrey outlets (at 152 Street and 104 Ave.) arrived after the curtain call on what was one of the B.C.’s greatest world events — Expo 86. Haddad took home the giant Canadian flag that graced the Expo plaza.
“I spent over $250,000 purchasing and moving the flagpole in the spring of ’87,” says Haddad with pride. “That was a lot of money, but I knew the dealership had to have it.”
The flag is the world’s largest freestanding flagpole complete with a 3,200 square foot Canadian flag and is a recognizable landmark within the Surrey region.
Standing 85.85 metres (282.4 feet) tall, the flagpole looms as a reference on Surrey’s skyline. It weighs 59,900 kilograms (130,000 pounds), which is the equivalent of a railway locomotive. The giant flagstaff is anchored in a concrete and steel base weighing 272,727 kg (300 tons). The flags cost $3,500 each and are repaired regularly but still need to be replaced an average of four times each year. The flagpole is such an attraction the dealership has produced brochures for visitors asking for information about the landmark.
Haddad recently added the Mitsubishi name to his Surrey businesses. “I’ve been in the business a long time and I know good value when I see it. I was so impressed with the quality and value Mitsubishi offers my customers. I’m expanding my dealership base to be the largest Mitsubishi dealer group in the province,” said Haddad.
Even after 35 years, he knows he must remain competitive to survive and retain customers. It’s a labour of love. “I love this business. I always have. I love coming to the dealership and seeing my customers, some of whom have been with me for the entire 35 years I’ve been in the car business.”
