Girard Automobile
Two Canadian dealer groups are celebrating 100 years in business, reaching the milestone through markedly different growth strategies.
Montreal-based Girard Automobile has remained a single Stellantis dealership through four generations of family ownership, while Murray Auto Group has grown into a network of more than 30 dealerships across Manitoba, Saskatchewan, Alberta and British Columbia.
Founded in 1926 by Gaston Girard, the Quebec dealership has remained independent throughout its history, with changes limited largely to its physical location. Today, the business is led by Guillaume Girard, Gaston’s great-grandson, who joined the company in 2021 in the parts department before becoming general manager in 2023.
“It was somewhat unexpected for him, but he was very happy about it,” Girard told Canadian auto dealer, referring to his father, Pierre Girard, whom he succeeded in the leadership role.
Girard said the centennial provides an opportunity to reflect on the dealership’s evolution. The company marked the occasion with a celebration in May and plans additional activities throughout the year. The dealership’s French tagline translates roughly to “A Force of Its Own,” reflecting its decision to remain a single-store operation.
“We’re doing things our own way, the entrepreneurial way, not affected by everything that’s new and shiny all the time,” said Girard. “We’ve been that way for 100 years with truth, honesty, transparency and commitment to delivering an exceptional experience to our customers.”
Girard acknowledged the challenges facing Stellantis dealers in recent years, including market disruptions and corporate restructuring.
“It took a business that was solid, well-oriented and nimble to react to all the market changes we’ve faced,” he said. “We’ve seen a lot of dealerships closing in Quebec on the Stellantis front over the past two or three years. It’s never been part of our plan to shut down or sell.”
While remaining committed to its single-store model, Girard said the company continues to evaluate future opportunities amid changes in products, technology and marketing.
Meanwhile, Murray Auto Group has built one of Western Canada’s largest dealer groups since its founding in Souris, Man., by Andy Murray. The business later expanded under Andy’s son, Clair Murray, and is now operated by Clair’s four sons: Doug, Paul, Dan and Chris Murray.
“There’s no way we would have envisioned that we’d get to this point,” said Dan Murray. “Our first dealership we expanded beyond Brandon was in 1986 in Portage la Prairie.”
A key figure in the group’s growth was Craig Dunn, a longtime business partner who is currently the First Vice-Chair of the Canadian Automobile Dealers Association (CADA). Dan Murray credited his father’s entrepreneurial approach for driving acquisitions across Western Canada.
“He was a VFR pilot, so he could fly to places like Estevan, Saskatchewan (and) Moose Jaw,” said Murray. “My dad was a very personable, well-liked, well-respected individual and he would make a deal on a dealership.”
Today, Murray Auto Group represents brands including Chevrolet, Buick, GMC, Cadillac, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, FIAT, Honda, Hyundai, Genesis, Kia and Mazda.
The group recently added a Honda dealership in Medicine Hat, Alta., and continues to follow a succession model built around internal promotion.
“If we look back 100 years, I don’t think anyone ever dreamed it would look like this,” said Cedric Gagné, chief operating officer of Murray Auto Group and dealer principal of Murray Hyundai White Rock in British Columbia. “The reason we’ve grown is because of the people we promoted within our dealerships.
“We don’t hire GMs. We promote them from within.”
Gagné joined the organization 29 years ago as a salesperson and later moved from Winnipeg to become managing partner of the White Rock dealership in 2011. The group held its centennial celebration in May at the Royal Aviation Museum of Western Canada in Winnipeg. The venue reflected Clair Murray’s lifelong passion for aviation.
“He loved to fly and he loved the car business and he loved his family,” said Dan Murray. “Those were his three biggest passions in life, and family would be first.”
Despite their different approaches to expansion, both organizations say their longevity stems from a common focus on customer relationships.
Murray Auto Group continues to operate under its original 1926 motto: Our Reputation Is Your Guarantee.
“That’s really the foundation of it,” said Gagné. “We have our core values and mission statement, but at the crux of it all it’s about looking after customers. If you do, they come back.”
