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.” 

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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 

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