Celebrating dealer excellence in three categories: Ambassadorship, Business Innovation and Retail Operations.
Since 2005, the CADA Laureate Awards have recognized Canadian new car and truck dealers who have demonstrated exceptional leadership, business achievement and commitment to the industry. Each year, just three dealers earn the distinction of becoming a CADA Laureate.
Selected from more than 3,200 dealers across the country, this year’s winners were nominated by their peers and advanced through a rigorous evaluation process before being named finalists. Independent judges from the Ivey Business School at Western University then selected the recipients.
The awards are presented in three categories: Ambassadorship, Business Innovation and Retail Operations.
In this special feature, meet the 2026 CADA Laureates, learn what sets them apart, and read insights from the judges who selected them. You’ll also hear comments from iA Dealer Services, the exclusive sponsor of the CADA Laureate program.
Congratulations to the 2026 CADA Laureates on this well-deserved recognition!
AMBASSADORSHIP
For extraordinary service to the community and industry
Kevin Sharfe
Sherwood Chevrolet, Saskatoon, SK
Brands represented: Chevrolet
Years in business: 15
Number of employees: 100
In their own words: When I got the call that I was a CADA Laureate, it was overwhelming in the best possible way. I have a lot of respect for the CADA Laureate program, for the people who have been nominated, and for the previous winners who have been recognized over the years. It is a big space to step into, and it is humbling. There is also a tremendous feeling of gratitude that comes with it. The ambassadorship category is especially meaningful to me because community contribution has always mattered. I grew up in a family where my parents were deeply committed to giving back, and I have tried to model many of my choices on the way they lived their lives. Working with the greater Saskatoon community, not just the automotive community, is something I feel passionate about. It gives me a lot of joy to be part of that, and hopefully some good comes from it. This recognition is only possible because of the good work being done every day by the people around me. I am grateful to my colleagues at the dealership, because their commitment, professionalism and care for the business are what make it possible for us to serve our customers and our community in a meaningful way. I also believe strongly in the success of the broader dealer body. When dealers are successful, and when everyone’s store is strong, it speaks to the sustainability of the industry. That matters to me. It is exciting, humbling, and still a little hard to fully process, but I am proud to be part of the Laureate program.
Judge’s comments: To be named an Ambassador Laureate is to contribute to one’s community, industry, and business, as well as to broader society and the environment. In each aspect, Mr. Sharfe has displayed exceptional generosity and commitment. His charitable efforts, both through his time and generous financial contributions, to numerous health, faith, sports, and arts-related organizations serve as an inspiration to his community. Recognizing the shortage of skilled journeyperson technicians, Kevin made the decision to invest in training and worked with industry associations, government, and academic institutions to sponsor and train young people. Not only did this directly support and benefit the automotive industry, it also helped many young people develop successful and fulfilling careers, and positively influenced his company’s internal culture. Kevin is an exceptional ambassador to the community and is a very deserving recipient of the 2026 Laureate in Ambassadorship.
Sponsor’s comments: To say that Kevin is passionate about his community doesn’t do justice to the scope and depth of his contributions. He gives generously both financially and of his time. A wide array of institutions have benefitted including the St. Paul’s Hospital, B’nai Brith Lodge, the University of Saskatchewan, the Saskatoon Zoo, SUM Theatre, Leukemia and Lymphoma Society, First Nations Communities and so many more. Kevin has received numerous commendations from local business and political leaders for his incredible service. Kevin is equally passionate about the retail auto industry. He currently serves on the board of SADA and on their insurance committee. He is also on the board of WD Co-Auto, the Saskatchewan Government Insurance committee and many others. Car dealers are highly regarded as community leaders and Kevin is a shining example, as the 2026 Ambassador Laureate.
— Vincenzo Ciampi, Senior Vice-President, iA Dealer Services & iA Auto Finance
BUSINESS INNOVATION
For initiatives that significantly enhance performance and broaden the business scope for dealers
Jared Priestner
Go Auto Group, Edmonton, AB
Brands represented: 29 different brands
Years in business: 23
Number of employees: 6,000
In their own words: When I got the call that I was a CADA Laureate, it was a little bit surreal. I was surprised, and had that pinch-me feeling of, how did I end up here? To have my name mentioned in the same sentence as some of the heavy hitters in the Canadian car business is pretty special, and it feels like a very nice acknowledgement of a lot of hard work over the years. In the innovation category, I think what stood out was our focus on culture, employee development, career tracking, promotions, coaching and mentorship. That has really been the differentiator for us. We have worked hard to build internal training and leadership development, including our own internal university that runs every week for people who want to move into the next level of their career. That could be service managers preparing for fixed operations leadership, or sales managers and managers preparing to become GMs. We also try to keep work fresh and interesting. Through employee idea initiatives, competitions, teamwork and creativity, we want people to come in at the beginning of the month wondering what we have cooking, not feeling like it is the same old thing again. If people are excited about their careers, that translates to the customer. This is the furthest thing from an individual award. Nothing at this scale can be accomplished by one person. You need people at every level who can identify the good ideas, execute them, keep improving, and help the next person grow. That is really what allows you to stay ahead.
Judge’s comments: Jared Priestner of the Go Auto group is a very deserving recipient of the 2026 Business Innovation Laureate honour. From creating a novel organizational structure that empowers and motivates employees through their “Own It” process, to designing and implementing data-driven marketing and loyalty programs, Mr. Priestner has grown the Go Auto brand into one of North America’s largest automotive groups. While there are many impressive examples of innovative practices at the Go Auto group, one that speaks to the complete organizational commitment is their annual innovation contest, in which team members pitch their ideas to the executive team. This not only builds creativity and innovation into the DNA of the company, but it also serves to reward and motivate ideas from within. Jared Priestner is a very deserving choice as the 2026 CADA Laureate in Business Innovation.
Sponsor’s comments: As a second-generation dealer, Jared Priestner has turned Go Auto into one of North America’s largest dealer groups. Jared learns from outliers in technology, professional sports and hospitality, and applies those lessons; keeping what works and moving on from ideas that don’t deliver quickly. Sales Managers do almost zero administration; their plates are completely cleared, allowing them to focus all of their time with sales people and clients. Jared puts the same attention on service, aiming to be the easiest to schedule with and taking great pains to grow their service team to keep up with rapid business growth. Their in-house software development team allows them to choose between integrating with outside vendors and building custom solutions. Innovation really is part of the Go Auto DNA.
— Alnoor Jiwani, Senior Vice-President, iA Dealer Services
RETAIL OPERATIONS
For outstanding achievement within an individual dealership
Eric O’Sullivan
Sherwood Buick GMC, Sherwood Park, AB
Brands represented: Chevrolet, Buick GMC, and Sherwood Motorcars (non-OEM).
Years in business: 23
Number of employees: 500
In their own words: When I got the call that I was a CADA Laureate, it was a really good moment. It felt special because I know what this award means and how difficult it is to get there. You have to be performing at a very high level, and then be recognized by others for that performance. It is one of the few awards in the business that really stands apart, so joining that group feels great. For me, the retail operations side comes back to people. We have taken a strategy that is a little different, with a lot of homegrown managers. We have people who started from scratch, learned the business, were mentored along the way, and grew into leadership roles. One of our general managers started as an 18-year-old looking for a part-time job changing oil. We saw something in him, gave him an opportunity, and all these years later he is helping lead the business. That kind of growth has become a very special recipe for us. It is not just mentoring people in business, but helping them grow in life, in relationships, and as young men and women. It creates a culture that feels like family, and it also gives the business a path to keep growing. When you have great people ready for the next opportunity, you have to keep creating opportunities for them. This award may have my name attached to it, but the win belongs to the whole team. I think it will feel even sweeter for them, because they will be proud of what we have accomplished together.
Judge’s comments: The retail operations of the five Laureate finalists represent the highest standard for fellow association members to aspire to. Eric O’Sullivan of Sherwood Buick GMC rose to the top to earn the 2026 Laureate honour in Retail Operations. From financial performance and profitability perspectives, Mr. O’Sullivan’s leadership has resulted in exceptional performance. Most impressively, at the brand level, Sherwood Buick GMC is a national leader in both profitability and new vehicle sales. Mr. O’Sullivan has empowered his team to adopt a customer-centric mindset to cultivate long-term, repeat business in his community, and has put transparency and communication at the heart of his operation. Combined with creating an organizational culture where future leaders are developed and cultivated from within, Mr. O’Sullivan has built an exemplar organization very deserving of the 2026 Laureate in Retail Operations.
Sponsor’s comments: Eric started as a salesperson in Prince George, BC and now oversees three of the top GM dealerships in Canada. Among these, Sherwood Buick GMC has been recognized as a national leader in both sales and profitability. Eric attributes their success to a strong leadership team providing strategic direction, fostering a positive work culture, motivating and developing employees, and prioritizing customer satisfaction. Their forecasting process is detailed and in depth, forecasting KPIs by departments over and above just the financial forecast. Team leaders understand and commit to the KPIs and the resulting metrics are among the best in the business. Eric coined the term ‘cultural continuity’ to describe their commitment to driving profit by attracting, cultivating, and retaining team members, thereby improving customer satisfaction and loyalty. It’s a winning formula and a big part of the reason why Eric is the 2026 Retailer Laureate.
— Vincenzo Ciampi, Senior Vice-President, iA Dealer Services & iA Auto Finance
