OpenRoad reveals its true DNA with Unlimited Possibilities Ahead

New brand identity launches with contest for a one-month membership to Portfolio by OpenRoad, Canada’s first luxury car subscription service.

(June 3, 2019) Richmond, BC. – OpenRoad Auto Group is pleased to unveil Unlimited Possibilities Ahead, a new corporate identity that defines the essence of the auto giant’s brand and communicates the mantra of its corporate philosophy. The new program kicks off today with a contest for an unlimited driving experience with a one-month subscription to Portfolio by OpenRoad, Canada’s first luxury car subscription service.

“In an industry where dealerships are selling the same cars to the same customers in the same market, it’s important to differentiate ourselves from the competition,” said Christian Chia CEO of OpenRoad Auto Group. “For us, it’s our progressive, positive philosophy that sets us apart and has become a common thread at all our dealerships. Our company is defined by our core values centred around transparency, empowerment and a positive outlook about the future of our industry and our relationships with our customers. Unlimited Possibilities Ahead defines us to the core and is at the root of our DNA.”

Unlimited Possibilities Ahead is the result of months of research and internal consultation to identify OpenRoad’s core values and differentiating attributes. Those differences were sighted as the company’s transparent business practices aimed at fostering trust and good relationships with customers and associates. The company is also recognized for empowering employees to achieve their full potential to deliver superior and consistent results. Industry innovation was also named as OpenRoad’s key differentiator. The auto company is committed to investing in innovation to improve the customer and employee experience with new platforms and programs like Payment Engine, Club OpenRoad, and Portfolio by OpenRoad. Together, these attributes form the roadmap for OpenRoad’s success and a new brand manifesto summarized into a future-forward affirmative statement with Unlimited Possibilities Ahead.

The Unlimited Possibilities Ahead contest officially launched today with a chance for one lucky winner to win a Portfolio member subscription for one month giving them access to drive a selection of multiple high-end brands like Porsche, Mercedes-Benz and Land Rover – and switch several times during one month – with each model delivered and picked up right from their front door. To date, this exclusive opportunity has only been available to select Portfolio members since launching last year. For contest details, visit

“Portfolio encapsulates what Unlimited Possibilities Ahead means to OpenRoad. We had a vision to create a premium service that would give freedom to those customers who crave more variety and flexibility in their car ownership experience,” said Christian Chia, CEO of OpenRoad Auto Group. “We took a gamble on an idea that pretty much goes against the grain of the traditional car dealership model, but we saw the potential – and not surprisingly, it’s been very successful so far.”

“What we’re capturing with Unlimited Possibilities Ahead is that exciting sense of opportunity that comes with the future. It’s motivating, captivating and inspiring. In fact, it’s exactly that kind of spirit that drove our team to build OpenRoad into what it is today,” said Christian Chia, CEO of OpenRoad Auto Group. “Whether it’s getting a promotion, buying your first car or upgrading to your dream car, that excitement about what you can become and harnessing your full potential is the true essence of our brand.”

For more details and to enter the Unlimited Possibilities Ahead contest, visit or by following along on OpenRoad’s social media feeds on Facebook and Instagram.

OpenRoad Auto Group is B.C.’s largest automotive dealership group with over 1,500 associates representing 21 quality automotive brands at 32 full-service retail locations, including 25 B.C. dealerships, three collision centres, and four luxury automotive brands in Bellevue, Washington. OpenRoad Auto Group offers car buyers and owners an experiential automotive retail service. With sales and service in multiple languages, OpenRoad Auto Group encourages a car buying experience based on openness, participation and expertise. With a focus on transparent and innovative business practices, OpenRoad associates are empowered in their roles in order to establish lifelong relationships with car owners. The company’s corporate philosophy is rooted in Unlimited Possibilities Ahead for their clients, their associates and partners. OpenRoad is proud to be one of Canada’s Best Managed Companies, a CADA Laureate, and the recipient of multiple Canadian Best Employer Awards.

Tanis Sullivan
Tanis Sullivan Communications

OpenRoad Unlimited Possibilities Ahead Logo

Posted by OpenRoad Auto Group

At OpenRoad Auto Group, we are proud to represent 21 (and growing) stellar brands of new cars for sale in Greater Vancouver and hundreds of used cars in Vancouver for sale at over 26 full-service car dealerships. Exclusive to OpenRoad Auto Group, our Club OpenRoad loyalty program allows you to gain points while you service your vehicle, and redeem these points on your next vehicle purchase. Exclusive events and perks are also great incentives to join Club OpenRoad.