Champions of charity 2024

December 2, 2024

Our annual salute to some of the many auto dealers who give back and make a real difference in the lives of people in their communities 

Norman and Diane Hébert

Giving back to the community has always been woven into the fabric of the people running car dealerships. 

That reciprocal relationship is reflected in the way dealerships financially support everything from youth sports programs and clubs to charities and institutions.

Norman E. Hébert Jr., Executive Chairman of Quebec-based Groupe Park Avenue, has a firm understanding of this. He received the Order of Canada in 2017 and was invested in 2019 for his work in the automotive industry combined with a strong commitment to fundraising campaigns in Montreal.

He said someone should do a study on the relationship between individual dealers or dealership groups and the communities in which their businesses are located.

“We’re all entrepreneurs. We’re thankful for our businesses and what it’s done for our families, and we’re naturally inclined to give back. There’s just that close link to the community.”

— Norman E. Hébert Jr., Executive Chairman of Quebec-based Groupe Park Avenue

“I don’t think there’s ever been a great study undertaken on dealership philanthropy in Canada,” said Hébert. “The amounts have got to be huge among the more than 3,000 dealers. I know so many that are very generous. Some have foundations and some don’t, but it’s all kind of the same.

“Dealerships are big buildings, they take up a lot of room, so they are visible in the communities. They sell high-ticket items. There’s a chance the leaders in any community will be customers and they call on us for support. It just always seems to be that way. We’re all entrepreneurs. We’re thankful for our businesses and what it’s done for our families, and we’re naturally inclined to give back. There’s just that close link to the community.

His family business dates back to 1959 when his father began in the business and started the Montreal Auto Show in 1969. Norman Jr.’s son, Norman John Hébert, was appointed President/COO of Groupe Park Avenue in 2023. 

“Historically dealers in their community have always given back in different ways, and people appreciate that. Our employees like that and the clients and customers like that, too,” he said.

The family has specifically targeted health and education for fundraising and donations. Norman Jr. and his wife, Diane, have been involved with most of the major hospitals in Montreal, and recently they had a plaque named in their honour in a wing of the Jewish General Hospital for donating $100,000. 

Norman Jr. personally chairs the foundation of the Montreal Children’s Hospital. He estimated his family has donated about $2 million to the various hospitals through capital campaigns and various events.

His dealership group is heavily involved in the United Way, and said collectively between the stores and their 1,000 employees about $2 million has been donated over the last 15 years. He previously Co-Chaired the United Way campaign.

“I wish more dealers were involved in causes like the United Way because it really goes a long way in helping any community in which it is involved, but there’s so many other things auto dealers can be involved in,” said Hébert. 

Earlier this year, CanadaOne Auto, through CEO Pat Priestner and his wife, Diana, announced a plan to donate $30 million over five years towards mental health. It is part of a non-profit foundation called Well-Being Canada with assistance from leading experts in mental health, social emotional learning, education and youth engagement.

Jamie Kaban, Managing Partner/GM, Kelowna Toyota

Independent of that, the company annually gives its dealerships funds to support charities of their choice. Kelowna Toyota, which is part of the Canada One Group, has donated more than $1 million to local charities in the last seven years. It happened when Pat Priestner bought the dealership in 2016 and made Jamie Kaban Managing Partner/GM.

Kaban said one year his dealership, which has a community-driven slogan, supported 23 charities. One of the more prominent charities is Mamas For Mamas, a specialized poverty relief agency and all inclusive community for mothers and caregivers. 

Some other organizations the dealership supports are the Central Okanagan Food Bank, Special Olympics, and the Child & Youth Advocacy Centre that protects children from abuse and ensures they receive compassionate, trauma-informed care.

“The most important thing for us is to be able to support the community that supports us,” said Kaban. “Small businesses, especially in a city like Kelowna, are the ones who can actually make a difference. There’s no corporate offices here handing someone $1 million that you see in maybe Vancouver or Toronto. These charities that are supporting our local community rely on small businesses like us to lead the way and provide them with the funds they need. Different charities have different requests at different times. Small businesses are big drivers of charity and community involvement. We see it as an opportunity to be leaders in that space. It’s a way for us to directly give back to our local community,” he said. 

Jamie Kaban helps with collections for Central Okanagan Food Bank

He said when they make a decision to fund a charity, it’s not related to whether the recipients buy cars from them. “The decision is made purely on local impact – what is this charity doing for the community, how are they making a difference in the community, and what will our donation do for them and what does that donation have on the community? It’s not about the return.”

“Different charities have different requests at different times. Small businesses are big drivers of charity and community involvement. We see it as an opportunity to be leaders in that space.” 

— Jamie Kaban, Managing Partner/GM, Kelowna Toyota

Kaban encourages staff members to donate their time to charities. “I’ve had staff come up to me and say, ‘I’m proud to work here because of the support we provided for our community,’” said Kaban. “Getting staff involved is huge.”

Jim Williamson, partner in two Chrysler dealerships in Ontario

Jim Williamson, who is a partner in two Chrysler dealerships in Ontario, has been an owner for 12 years and involved in the business for more than 25 years. He reiterated dealerships understand people buy or service cars from them and there is an understanding that it’s not just about taking money from the community.

“We do it because it makes us feel good and we’re able to give back and try to leave the community better than what they were,” said Williamson. “In most rural towns, dealerships are typically one of the larger places of businesses, and you get a number of family members and generations that come through your doors. You get that real family feel and that spills out to the communities I’ve been in.

“You look at every rural car dealer and I think they’ve got their hands in owning hockey clubs. Then you’ve got some of these larger dealer groups that are the main drivers of the same giving philosophy that some of these rural dealers would be as well.”

As Chair of the Uxbridge Hospital Foundation, Williamson developed a campaign two years ago with a celebrity hockey tournament involving high-profile retired National Hockey League players to raise funds for a new Uxbridge hospital. It took place in October 2024, and with the help of several local dealerships and automobile vendors, the event raised more than $500,000. The original objective was $150,000. The event will continue annually for the next four years.

“It’s a small town event that turned into something much, much more just based on local businesses and then the auto family that jumped on board as well,” said Williamson. “I would tell you it’s the right community with the right support behind it, and the industry helping spread the word.”

Tammy Roach, Dealer Principal/GM of Charlottetown Mitsubishi, has a philosophy about giving back to the community.

“If you can, you should,” said Roach. “I really believe that.”

She said her dealership gave more than $10,000 to the local food bank, aided by a donation of $2,000 that Mitsubishi Canada gives to all its dealers. 

Tammy Roach, right, and daughter Genevieve collect sunflowers for charity

But independent of that, she said she is always looking for things to do to support the community. Every couple months her dealership fixes a car for free for single mothers.

“If you are a single mom and you can’t get to work, you can’t get your kids to daycare and that can put your life at a standstill,” said Roach. “I’m always doing those things in the background when I hear of somebody in need.”

People say: “How do you do all these things?’” said Roach. “Why not do it? Why not give back and be involved? It’s fun and it’s team building as well.”

“Why not do it? Why not give back and be involved? It’s fun and it’s team building as well.”

— Tammy Roach, Dealer Principal/GM of Charlottetown Mitsubishi

Canadian auto dealer salutes the dealerships named in this story, but also the thousands more in every corner of Canada that are doing good work in their communities.

Also, I spoke to Tammy Roach today and she said her dealership gave $8,125 to the local food bank and $10,125 overall in addition to $2,000 given by Mitsubishi Canada.

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