Dealers drive community efforts to support those in need

December 20, 2024

Car dealers understand the importance of giving back to the community on a year-round basis, but it takes on even greater significance during the December holiday season with specific events to drive home the message of helping others in need. Canadian auto dealer contacted several dealers about some of the initiatives they’ve undertaken this month to spread goodwill. 

For the third consecutive year, Audi Winnipeg Dealer Principal Robyn Okaja and her staff participated in 12 Days of Giving Back, a takeoff on the 12 Days Of Christmas Song. It involved volunteering with organizations such as Ronald McDonald House Charities Winnipeg, Meals on Wheels Winnipeg, and Canadian Blood Services, to name a few.

“It’s a lot of fun, but it’s way more rewarding for our team as volunteers with the actual impact that we’re making,” said Okaja, who compiled a video of all the events. She said December is a slow time of year for dealers, giving them opportunities for volunteering. Four members of her team volunteered each day for a few hours. 

“It opens up our eyes just how grateful we should be for our jobs and what we have,” said Okaja. “The material things don’t matter. It’s just a little bit of time that makes the difference. The holidays can be emotionally tough on people who are in need. Maybe they are immobile. Maybe they don’t have family. Can you imagine spending time at the Ronald McDonald House with your sick kid away from your own home at the holidays? If we can make a bit of a difference, why not?”

Devin Kaulback, General Manager of Subaru of Niagara, said his dealership partnered with Ronald McDonald House of South Central Ontario, loaning a new Forester to support the organization’s initiatives with families who have critically-ill children at the St. Catharines General Hospital. His dealership also contributed money to the Niagara Area Children’s Assistance, a non-profit in Fort Erie that helps families and their children that may have financial/and or health restrictions. 

“Christmas and this time of year does provide a good time of reflection that maybe heightens the level of attention that is provided to different endeavours,” said Kaulback.

He also gave money to each member of his staff to pay for a tank of gas as a way of saying thanks for their service. “If we’re able to save them $60-$100 that can make a difference for a lot of people,” said Kaulback. “By doing that I felt it would be the greatest impact to support our team during the season.”

Bob Aaltonen, Founder and President of Northwest Automotive Group in Alberta, started two new Christmas initiatives this year at his two Volkswagen dealerships in Edmonton to support the Stollery Children’s Hospital and Kids With Cancer Society. One drive was called the Teddy Bear Tree that was decorated with Stollery Bears and sold for $20 each. Another was a jigsaw puzzle that sold for $35. 

In addition, the company donated $10,000 to the Kids With Cancer Society when it lost a key sponsor it relied on to make Christmas special for families of kids receiving cancer treatment. The puzzle idea stemmed from a young girl battling cancer. She visited the company’s West Edmonton Mall store to sell the puzzles to buy Christmas gifts for all children fighting cancer. She helped raise $400,000 from the community.

“She’s the true hero, funding that toy drive all by herself,” said Aaltonen. “I’ve done Christmas fundraising at my stores for over 15 years, 10 of those toy drives for United Way in Medicine Hat, and now our focus in Edmonton is all about kids fighting cancer and the organizations that support them.”

“It’s especially important this time of the year since these kids need Christmas more than anybody, just to give them hope and a little joy. So often their families are drained emotionally and financially, and they need our support so much.”

Vaughn Wyant, President of the Wyant Group that has dealerships in Saskatchewan, Alberta, and B.C., said his dealers do something big in their communities during December to help those in need. 

In Saskatoon, stores owned by the Wyant Group partnered with the Salvation Army, collecting toys for boys and girls. Store employees volunteered during the drive. People who signed up for help received a gift card to a local grocery store to help provide a Christmas meal and to select two toys for every child.

“We’re doing community outreach all year, but what happens at Christmas is more people get engaged because (it) really becomes a bigger divide now between the haves and have nots,” said Wyant. “Christmas isn’t as happy a time now for (everybody), even the people who have money and can enjoy it. You constantly think about all the people who don’t. Everywhere you look it just seems like there’s more despair, more people living below the poverty line. Christmas is more stressful for more people because they can’t afford (to live) normally.”

Carson Grant, Managing Partner and Dealer Principal of Comox Valley Dodge in B.C., said his store had a Christmas food hamper program and toy drive. 

“Certain campaigns are very important to me, and it’s not about selling cars and making  profit,” said Grant. “Obviously that’s the end goal, but my goal has always been to enrich people’s lives, whether that’s my customers, my employees, my family or the community. I want to be known as someone who is a good person and looks after the less fortunate.”

He also has given back to his customers, annually hosting an event called Christmas On Us for any customers who bought a car between November 1 and December 13. A live draw is part of it, and eight customers who had their names drawn each received $1,000. Any of the customers who donated a toy received another entry, and four of them each received $500.

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