Leslie Motors is truly a family operation, and it pays off

When many dealerships are being bought up by large groups, Leslie Motors, a third-generation family business in rural Ontario, is thriving because of its community involvement, personal touch and a small-town knack for quality customer service.

Co-owner Don Leslie said such enduring success reflects the family rule to treat every customer just as he would want to be treated. “Obviously, news travels fast in a small town,” said Don, who along with his older brother, Mark, are majority owners “You want to treat each and every customer very carefully,” Don said.

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Leslie Motors is a group of three Ford dealerships in the small towns of Harriston, Walkerton and Wingham, all about 100 kilometres north of London, Ont. Each dealership is a handy 34 to 41 kilometres from the two others, forming a neat triangle serving a part of the province that is at least 200 kilometres from a major city.

“We own three stores. When we bought the Wingham store [in 2008], we were the start of a dealer group,” saitdh Don.

Last year, three stores had record sales, he said, with more than 1,000 new and 700 used vehicles crossing the curb. Ford Canada confirmed that, as of December 2023, Leslie Motors was in the top 10 for sales in Ontario, out of 147 Ford dealerships. 

FROM TURNIPS TO T-BIRDS

And if the younger generation of the Leslies is willing, the group is likely to stay out of corporate hands, said Don. 

The Leslie tradition began in 1966 when family patriarch Ron bought a Ford store in Harriston.

Ron said he began as a turnip farmer but then spotted an ad from Ford Canada seeking someone to take over the dealership. After they agreed on terms, Ford sent Ron to a dealership in Guelph, Ont., to learn the business.

As the dealership began to prosper, Ron bought the Walkerton store in 1999 and then the Wingham store nine years later.

Each dealership has about 18 full-time employees.

Don and Mark’s sister, Linda, handles warranty claims at the three stores.

The next generation is also deeply involved, including Don’s two sons who are general managers. Mark’s two sons began in sales in Walkerton and now work in fixed-ops there.

“The boys have really stepped up,” Mark said.

Every family member gets involved in community work, such as serving with the Kinsmen and the hospital foundation, said Don.

Ron was mayor of Harriston for nine years and then served on the city council for several more years. Ron’s wife, Gerry, coached baseball for years.

Mark, Don’s brother and partner, serves on Ford Canada’s dealers committee.

While the dealerships are modern — with sophisticated websites, social media and Level 2 and 3 chargers for EVs — Don said success draws from the family’s community roots and adding value for customers.

On rare occasions, the dealerships have sold a vehicle “without ever seeing a customer until delivery,” said Don. But “when a customer comes in, quite often we know them by name.”

AI ON LINE 1? NOT HERE

The personal touch is everywhere. The general managers’ offices are within earshot of the service departments, so if there’s a problem, the GM hears about it quickly and can intervene. There is no AI-driven voicemail; instead, staff are told to answer each phone personally within three rings, so customers always speak to a human first.

The dealerships don’t get into price wars, Don said. Instead, the company focuses on “fair” pricing with a reasonable margin on each sale. With the purchase of each new vehicle, the company provides two years of free routine maintenance, such as oil changes. Don said it’s an effective way to help customers discover the quality of service their technicians deliver.

“Maybe we’re not the lowest price, but we add value,” he said. The company also makes sure service customers get a loaner vehicle.

The dealerships never try to upsell customers, Don said, instead choosing to “right-sell” to a customer’s needs. High-pressure sales tactics are not allowed.

The three dealerships have drawn customers from well beyond Harriston (population 1,800), Walkerton (4,700) and Wingham (3,000), said founder Ron.

The recipe for success is simple, said Don.

“It’s not rocket science. It’s hiring good people, making sure there are good processes in place and then things just seem to fall into place.”