After starting out as a business selling farm equipment and then evolving into a car dealership, Metcalfe’s Garage has stood the test of time.
The Manitoba dealership celebrated its 125th anniversary last week. It is the oldest Ford dealership in Manitoba, based in Treherne, an agriculture community that has a population of only 800 and is about 100 kilometres southwest of Winnipeg.
They held a party to commemorate the achievement in the local hockey arena to accommodate the crowd of 400. It included many of the town’s residents, along with some executives from Ford’s regional and national office, such as Canadian President and CEO Bev Goodman, who spoke at the event.
“We’re very proud of our history and heritage, and we’ve got a great relationship with the Ford Motor Company,” said Dealer Principal and President Neil Metcalfe, who is a fifth generation descendant of the company’s founder Thomas Metcalfe. “I’m really looking forward to an exciting future, too.”
When the company sold the Model T in 1911, for many customers this was their first motorized vehicle purchase and the dealership employees had to teach them how to operate it. The dealership was originally called Central Garage, then transitioned to Metcalfe’s Garage and incorporated in 1978.
“I think the word garage has a little bit of history, too,” said Metcalfe.
He said having the next generation of family members involved in the business has allowed for a successful succession. His son, Brett, is involved in sales. Metcalfe said the company has rejected multiple offers from dealership groups and realtors to sell.
“We’re having fun doing what we’re doing, we’re making money, and there’s the history of multi generations and the fact that Brett is expressing interest in becoming actively involved as the sixth generation. I want to make sure he has that opportunity as well,” said Metcalfe.
He said the auto industry is exciting and dynamic, filled with constant change, but the thread that ties it all together for Metcalfe’s Garage is personal relationships.
“Doing business in small communities I wouldn’t trade for the world,” said Metcalfe. “Word gets around and you obviously want it to be good. I feel the experience and service we provide is what sets us apart from some of the bigger competitors.”
The dealership has a run of 18 consecutive years of winning the Ford President’s Diamond Club in Canada for sales and customer satisfaction.
Metcalfe, who said there is one family that has been buying cars from the dealership for five generations, started out in the dealership as a 12-year-old doing odd jobs. The 50-year-old became a full-time employee after post-secondary education. He said the plan was to follow his father into the business.
“It’s in our blood,” said Metcalfe.
The company made a pivotal change in 2008, divesting out of selling farming equipment.
“We needed to grow one way or another, and there was a lot of amalgamation in the agriculture industry, and we just decided to grow the automotive side,” said Metcalfe.
Canadian auto dealer salutes Metcalfe and their entire team for the important milestone!
