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OpenRoad Auto Unveils New Brand Identity to Drive the Next 25 Years

Mike Ginsca on October 2, 2025

Richmond, B.C., October 1, 2025 – OpenRoad Auto, formerly known as OpenRoad Auto Group, today announced a bold new brand identity, introducing refreshed brand values along with updated mission and vision statements that reflect the company’s evolution and its commitment to shaping the future of automotive retail. 

As it celebrates 25 years of growth and innovation this year, OpenRoad Auto is embracing its next chapter with a simplified name and a sharpened focus on creating a forward-thinking automotive experience for customers, team members, and communities. 

“OpenRoad Auto represents both our origins and our future,” said Christian Chia, CEO of OpenRoad Auto. “Our new identity honours the relationships and trust we’ve built over the past 25 years, while positioning us to grow further as a company.” 

OpenRoad Auto’s new brand values – Humility, Integrity, Inventiveness, and Care – serve as the guiding foundation for each interaction and decision made across the organization. These values reflect the company’s commitment to doing what’s right, staying curious in searching for a better way, and fostering trusted relationships with customers, employees, and communities. 

Alongside its new name and values, OpenRoad Auto has unveiled a refreshed mission and vision: 

  • Mission: Drive possibilities with trusted relationships and a better automotive experience. 
  • Vision: Drive possibilities for everyone in our communities. 

The company’s very first location in Canada opened in 1978 in Richmond, B.C., where its head office remains today. In 2000 with just two dealerships, the company rebranded to OpenRoad Auto Group, and has since grown to become B.C.’s largest automotive retail group and one of the fastest-growing in Canada. OpenRoad Auto represents 17 automotive brands across 36 full-service retail locations, including 29 dealerships and seven collision centres in British Columbia and Ontario.  

“This milestone is about more than a name and logo change,” added Chia. “It’s about defining who we are today and the possibilities we’re creating for the future. It’s also a recommitment to our customers, our employees, and our communities that humility, integrity, inventiveness, and care will always be at the heart of everything we do.” 

About OpenRoad Auto 

Founded in 2000, OpenRoad Auto is B.C.’s largest automotive dealership group with over 2,100 associates representing 17 quality automotive brands at 36 full-service retail locations, including 29 Canadian auto retailers and seven collision centres in B.C. and Ontario. OpenRoad Auto offers car buyers and owners an experiential automotive retail service. We believe in making car ownership more rewarding and driving possibilities with trusted relationships and a better automotive experience. With a focus on innovation and lifelong relationships, OpenRoad offers free memberships in the Club OpenRoad loyalty points program. In 2023, OpenRoad launched its philanthropic arm, OpenRoad Foundation. 

Media Contact: 
Sophia Cheng 
OpenRoad Auto 
press@openroadautogroup.com 
604-828-3102 

OpenRoad Named One of B.C.’s Fastest-Growing Companies

Melissa Mak on September 12, 2025

OpenRoad has been recognized as one of B.C.’s Top 100 Fastest-Growing Companies, ranking 53rd overall on Business in Vancouver’s 2025 rankings, which was announced earlier this week.

Now in its 36th year, Business in Vancouver’s annual Fastest-Growing Companies list celebrates organizations that are reshaping industries and driving economic growth across the province. Rankings are determined by percentage revenue growth over a five-year period, shining a spotlight on top businesses driving the province’s future growth.

“In the past five years, OpenRoad has continued to grow by leaps and bounds not only in size, but also in our commitment to community stewardship through various ESG initiatives and the launch of the OpenRoad Foundation,” says Christian Chia, CEO, OpenRoad Group. “We look forward to advancing in our industry and creating new opportunities for our dedicated team.”

The recognition highlights OpenRoad’s steady expansion over the past five years. Since 2020, the company has added five dealership locations and two collision repair centres to its portfolio in B.C., now with a total of 32 full-service locations in B.C., including 25 dealerships and seven collision repair centres. In addition to its B.C. locations, the company has further expanded into the province of Ontario, operating four dealerships and one collision repair centre locally.

As one of Canada’s leading automotive groups, OpenRoad remains dedicated to innovation, customer service, and community engagement. Earlier this year, the company launched several initiatives to mark its 25th anniversary as OpenRoad. These include: the Road to 25 Event Series, which featured 25 lifestyle events hosted throughout the year across its dealership locations; and the 25 in 25 Grant Program, which awarded 25 grants of $25,000 each to non-profits and charities in Metro Vancouver and the Greater Toronto Area through OpenRoad Foundation, the company’s registered philanthropic arm. By the end of 2025, OpenRoad Foundation will have surpassed a total of $1 million in charitable donations to registered Canadian non-profits.

Companies recognized on Business in Vancouver’s 2025 rankings will be featured in the 2025 Book of Lists and honoured at the Top 100 Fastest-Growing Companies reception on September 25 at the Bill Reid Gallery in Vancouver.

OpenRoad Auto Adds ThinkFleet to its Growing Portfolio

Mike Ginsca on August 27, 2025

Richmond, B.C., August 26, 2025 – OpenRoad Auto continues to grow its industry footprint with the recent addition of ThinkFleet, a fast-growing commercial automotive fleet management company designed for Canadian small to medium-sized businesses.

Founded in 2017 by Steve Cook, ThinkFleet was created to fill a gap in fleet maintenance management and over the years grew a strong reputation for end-to-end personalized commercial fleet management services, with a speciality in vehicle acquisition and leasing services for clients with commercial cargo vans and pick-up trucks.

“At OpenRoad Auto, we are focused on strategic ventures that not only strengthen our portfolio but also position us for the future of automotive services,” explains Christian Chia, CEO of OpenRoad Auto. “ThinkFleet is a natural fit with our vision, expanding the value we deliver to our existing and new customers.”

The upcoming enhancement to the ThinkFleet fleet maintenance program will feature an industry-leading driver app, advanced telematics integration, a modern fuel card, and expanded maintenance and repair services from ThinkFleet’s service advisors.

In addition, a key focus for OpenRoad Auto will be expanding its commercial automotive leasing and finance partners, including OpenRoad’s own in-house leasing company and various specialist commercial lenders.

The addition of ThinkFleet was spearheaded by OpenDay Ventures, led by its President and COO Ben Lovie. Lovie will also act as ThinkFleet’s Chief Business Officer and work alongside Steve Cook.

Lovie says, “With ThinkFleet, we’re committed to providing the very best commercial terms to business owners when acquiring vehicles for their fleet, while continuing the personalized customer service and proactive vehicle care the team have been providing since day one. Steve’s leadership has been instrumental in building ThinkFleet, and we are excited to have him continue with the team.”

“I’m excited for this next chapter of ThinkFleet and look forward to working with OpenRoad Auto to build upon what I started back in 2017,” adds Cook. “OpenRoad brings decades of top-tier sales and service operations experience to the table, and I know our customers will see immediate benefits.” To learn more about ThinkFleet, please visit www.thinkfleet.ca.

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ABOUT OPENDAY VENTURES

Founded in 2023 and based in Richmond, B.C., OpenDay Ventures is a growth equity firm dedicated to supporting Canada’s most promising automotive entrepreneurs. The firm invests $100,000 to $5 million in promising growth orientated automotive service delivery companies. With a leadership team experience founding and acquiring more than 40 businesses across Canada, OpenDay is an experienced operational growth partner. www.opendayventures.com

ABOUT OPENROAD AUTO

Founded in 2000, OpenRoad Auto is B.C.’s largest automotive dealership group with over 2,100 associates representing 17 quality automotive brands at 36 full-service retail locations, including 29 Canadian auto retailers in B.C. and Ontario, and seven collision centres. OpenRoad Auto offers car buyers and owners an experiential automotive retail service. With sales and service in multiple languages, OpenRoad Auto encourages a car buying experience based on Unlimited Possibilities Ahead. With a focus on innovation and lifelong relationships, OpenRoad offers free memberships in the Club OpenRoad loyalty points program. In 2023, OpenRoad Group launched its philanthropic arm, OpenRoad Foundation.

OpenRoad is proud to be one of Canada’s Best Managed Companies, a CADA Laureate, and the recipient of multiple Canadian Best Employer Awards.

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