OpenRoad Auto has introduced a new brand identity as it marks 25 years of operations, including an updated name, revised mission and vision statements, and refreshed core values.
The company, formerly known as OpenRoad Auto Group, announced the changes recently as part of a broader initiative to position itself for the future of automotive retail. The rebranding includes a simplified corporate name and a renewed focus on customer experience and community engagement.
“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.”
The company’s new brand values — humility, integrity, inventiveness, and care — are intended to guide all interactions and decisions across the organization.
According to the company, these values underscore its commitment to doing what is right, remaining curious, and fostering trusted relationships.
“This milestone is about more than a name and logo change,” Chia said. “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.”
OpenRoad Auto also unveiled its updated mission and vision statements. Its new mission is to “drive possibilities with trusted relationships and a better automotive experience,” while the revised vision is to “drive possibilities for everyone in our communities.”
Founded in 2000, OpenRoad Auto has grown to become British Columbia’s largest automotive retail group, operating 36 full-service locations, including 29 dealerships and seven collision centres in B.C. and Ontario. Its roots trace back to 1978, when it opened its first location in Richmond, where the company’s head office remains.
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