Category Archives: Newsroom

6th Annual Vehicle Walk Around

TAG’s 6th Annual Vehicle Walk Around Competition

TAG NEWS: TAG’s 6th Annual Vehicle Walk Around Competition Was on Fire

What Happened?

Trotman Auto Group’s 6th Annual Vehicle Walk Around Competition took place on the 11th of October, 2018 at one of TAG’s biggest stores – Abbotsford Chrysler in the Abbotsford Automall!

The team started early in the morning, with a group of 6  talented contestants. Each had their supporters from TAG’s 6 participating dealerships – Abbotsford Chrysler, Abbotsford Hyundai, Langley Chrysler, Langley Fiat, Mainland Ford, and White Rock VW. Everyone’s crew gathered at Abbotsford Chrysler, outside in the sunshine to compete for the best vehicle walkaround presentation, showcasing their product knowledge and presentation skills.

Why the Walk Around?

The annual Walk Around is one of TAG’s signature events where the TAG family takes a moment to appreciate and celebrate our highly skillful employees. It is also an opportunity for the hard-working sales team members to share how their everyday engagement with our TAG clients go about with their fellow sister dealerships.  

TAG’s Sales Representatives show off their spectacular presentation & communication skills, with their unique and enticing personalities during this friendly and fun competition.

How it Went Down

TAG gives everyone a big round of applause to endure the freezing air for 2 hours. Fortunately, the cool breeze did not limit the passion shown, the humorous moments, the cheering support, and the enthusiasm vibes that heated the icy morning air of October in the Abbotsford Chrysler’s spacious lot.

The Walk Around Process Explained

Each dealership nominates a sales representative to represent their store. Where the sales representative introduces their selected client to the audience and judges. Then the contestants presented their clients about all there is to know of the dealership’s best-selling vehicle in a literal form of a walk around; the Sales Representative and client go around the vehicle as they converse while the audience follows their progress from a distance.

During this presentation, all the key features of vehicles are explained, demonstrated, and made understood. Also, the competitors gave strong pitches to their customers on why their dealerships stand out from the sea of other dealerships in the automotive market of BC Lower Mainland. Another most important component for the event this year was a requirement for the competitors to include in their presentation on how customers can best utilize their dealerships Service Department. The objective of this requirement was to expand and improve TAG customers’ engagement at TAG dealerships to go beyond the Sale Department and to the Service Department and have them stay connected to other parts of TAG.

Here is the Roster of the 2018 Vehicle Walk Around Competition:

(By order of presentation, which was selected at random)

  • # Langley Chrysler’s  Zayaad Badshah presented the

  • RAM 1500 to a mom of two young active children.  

  • # Abbotsford Chrysler’s Sean Ferguson presented the

  • Jeep Wrangler Rubicon to a young Camp Counselor who loves outdoors.

  • # Abbotsford Hyundai’s Steven Lu presented the Santa Fe to a dad of a newborn child who is also a basketball fanatic.

  • # White Rock Volkswagen’s Zachary Ralph presented the Atlas to a dad of 2 twins who is an ambitious business owner.

  • # Langley Fiat’s Jurgen Schmidt presented the 500 X Lounge to a young man who is an urban resident

  • # Mainland Ford’s Ken Moss presented the Ford 150 to a young mom of a newly formed family who leads an active lifestyle.

The final winner of this competition went to Ken Moss from Mainland Ford, who led the presentation with his wits that charmed the audience, lots of props his team prepared, and even a little gift to the judges at the end of the presentation! Congratulations Ken Moss! Your presentation was full of your awesome personality, which is a great example of living the TAG’s core values: Have Fun, Own It, Be Awesome & Show Love!

Trotman Auto Group Named One of Canada’s Best Managed Companies

Trotman Auto Group named one of Canada’s Best Managed Companies



Surrey, BC – March 8, 2018 – Trotman Auto Group (TAG), owner and operator of nine full-service automotive dealerships in Canada, is pleased to announce that it was recognized for overall business performance and sustained growth with prestigious Canada’s Best Managed Companies designation. The 2018 Best Managed program award winners are amongst the best in the class of Canadian owned and managed companies with revenues over $15 million demonstrating strategy, capability, and commitment to achieve sustainable growth.

Now in its 25th year, Canada’s Best Managed Companies is one of the country’s leading business awards program recognizing Canadian-owned and managed companies for innovative, world-class business practices. Every year, hundreds of entrepreneurial companies compete for this designation in a rigorous and independent process that evaluates the caliber of their management abilities and practices.

Trotman Auto Group continues to demonstrate industry leadership in growth, profitability and employee retention. “TAG’s commitment to deliver a world-class experience for our clients and our people sets us apart from our competition. Innovation across all categories throughout the organization has underpinned much of our success,” said Trotman Auto Group’s CEO, Mike Trotman.


“It’s much more than just financial performance,” said Peter Brown, Partner, Deloitte and Co-Leader, Canada’s Best Managed Companies program. “The ingredients to success also include overall business performance and sustained growth. It takes dedication and commitment from the entire organization.”


This was the first year for TAG to accept their nomination and provide a submission to the program. Applicants are evaluated by an independent judging panel comprised of representatives from program sponsors in addition to special guest judges. 2018 Best Managed companies share commonalities that include a clear strategy and vision, investment in capability and commitment to talent.

“It is a tremendous honour to be recognized with this prestigious designation,”
said Mike Trotman.  “Our team has worked hard to raise the bar for excellence in our industry and this award is a reflection of our incredible people, teamwork, and commitment to continuous improvement.”

“CIBC” is pleased to congratulate Trotman Auto Group on being named one of Canada’s Best Managed Companies, recognizing its excellence in leadership, business performance, and innovation,” said Dino Medves, Senior Vice President and Head, CIBC Commercial Banking. “As a sponsor of Canada’s Best Managed Companies program for over 20 years, CIBC is proud to celebrate private companies like Trotman Auto Group as leaders in their industry.”

2018 winners of Canada’s Best Managed Companies award will be honored at the annual Canada’s Best Managed Companies gala in Toronto on April 11th, 2018. On the same date, the Best Managed symposium will address leading-edge business issues that are key to the success of today’s business leaders.

The Best Managed program is sponsored by Deloitte, CIBC, Canadian Business, Smith School of Business, TMX Group and Mackay CEO Forums.


About Canada’s Best Managed Companies

Canada’s Best Managed Companies continues to be the mark of excellence for Canadian-owned and managed companies with revenues over $15 million. Every year since the launch of the program in 1993, hundreds of entrepreneurial companies have competed for this designation in a rigorous and independent process that evaluates their management skills and practices. The awards are granted on four levels: 1) Canada’s Best Managed Companies new winner (one of the new winners selected each year); 2) Canada’s Best Managed Companies winner (award recipients that have re-applied and successfully retained their Best Managed designation for two additional years, subject to annual operational and financial review); 3) Gold Standard winner (after three consecutive years of maintaining their Best Managed status, these winners have demonstrated their commitment to the program and successfully retained their award for 4-6 consecutive years); 4) Platinum Club member (winners that have maintained their Best Managed status for seven years or more). Program sponsors are Deloitte, CIBC, Canadian Business, Smith School of Business, TMX Group and MacKay CEO Forums. For further information, visit here.


About Trotman Auto Group

Trotman Auto Group (TAG), led by Mike, Mitch, and Brad Trotman, owns and operates nine full-service automotive dealerships across the Lower Mainland, Fraser Valley, Kootenays and Vancouver Island. TAG has grown from a single point, mid-sized Chrysler dealership to a multi-brand, nationally recognized industry leader and one of the most innovative dealer groups in Canada, employing over 500 team members. Our vision of living our values “OUT LOUD” every day, every interaction and with every person creates a vibrant culture, an engaged team and an exceptional employment and guest experience. TAG is the recipient of the 2016 CADA Laureate Award and proud to be named one of Canada’s Best Managed Companies. To learn more about the Trotman Auto Group story, please visit

Further information, please contact:
Visit Here

Contact Information:
Andrea Greenidge – Executive Assistant
Trotman Auto Group



Press Release – Abbotsford News – Abbotsford Chrysler Join the Ride

Abbotsford Chrysler Join the Ride – Dealership Makes a Big Donation to the Cause

Abbotsford Chrysler join the Ride - Dealership makes big donation to the cause

Abbotsford Chrysler owner Mitch Trotman and General Manager Matt Shirlaw were pleased to support Brenden’s Ride with a $10,000 cheque on Thursday, July 5th.
Brenden Parker has advanced Cerebral Palsy and relies on an electric wheelchair to get around, but he hasn’t allowed that to stop him from dreaming big, living life to its fullest and raising funds for charities that support people with disabilities through his annual fundraiser, Brenden’s Ride.
Since 2014 Brenden’s Ride has raised more than $88,000. All funds raised go to local charities for programs that empower people with disabilities and get them out of their chairs and into thrilling experiences.


For more info, visit:



Download the original pdf article from

(2018) ‘Abbotsford Chrysler join the Ride’, Abbotsford News, Abbotsford, 11 July, A14.



Markham, ON- June 2016

Canadian Automobile Dealers Association (CADA) Chairman Harry Mertin has announced that Mike Trotman of the Trotman Auto Group, Langley, BC, has won the CADA Laureate dealer recognition award for 2016 in the category of Business Innovation.

The Laureate award is considered to be the highest honour a new car and truck dealer in BC can receive over the course of his or her career. “The Laureate is a true industry award,” said Mertin. “It is the only recognition program for new car and truck dealers in Canada that spans all franchises. The entire industry comes together each year – manufacturers, dealers and suppliers, to participate in the confidential nomination process. The nomination process itself is a wonderful event celebrating the contributions made by dealers to their local community, economy and industry.”

Mertin explained that while hundreds of nominations are received, only three dealers are bestowed with the Laureate award annually. “The selection process is very arduous and that’s the way it should be. Because the Laureate is so difficult to win, it’s an exceptionally prestigious honour.”

Laureate awards are presented each year to one dealer in each of three categories: Ambassadorship, Business Innovation and Retail Operations. Mr. Trotman received his Laureate award in the category of Business Innovation, for initiatives that significantly enhance performance or broaden the scope of business for new car and truck dealers.

As the leader in finance & insurance consulting to new car and truck dealers across Canada, iA Dealer Services – SAL is the exclusive sponsor of the Laureate program. Alnoor Jiwani, Senior Vice-President observed that innovation has been a key factor in the success of the Trotman group. “Under Mike’s leadership, the Trotman Auto Group has achieved exceptional growth and results year after year. Mike is committed to ongoing training & leadership development, fostering an innovation-embracing culture, and delivering an exceptional customer experience – that’s a great formula for success. The executive team empowers the business units to run day-to-day operations so they can focus on strategy and innovation. So we’re likely to see more exciting new ideas from Mike and his team in the future.”

Laureate award winners are selected by the Ivey Business School at Western University, from a group of 15 national finalists. Professor Matthew Thomson said, “While all finalists tend to be superlative in at least one judging category, this year was exceptional because a number of finalists were outstanding in every aspect. Yet even among such luminaries, Mike Trotman stood out. There were a number of reasons: continuous growth, a strong focus on promoting from within, continuous efforts to entrench learning and a positive, customer-responsive culture. Mike excels in all of these areas and more.”

After receiving the call from Chairman Mertin, Mike Trotman said, “In Canada, the CADA Laureates are household names that are synonymous with integrity, quality, continuous improvement and innovation. They are a group of people that have always inspired me. I’m thrilled to receive the CADA Laureate award. I think it’s very humbling because of the integrity of the program and the process that you go through. For me, a huge shout out goes to our teams of people who bring it at 100 percent every day, and my business partners – two of whom are my brothers. I wouldn’t be here without them. “

The Canadian Automobile Dealers Association is the national voice of new car and truck dealers in Canada, with headquarters in Markham, Ontario and a government relations office in Ottawa. Its wide-ranging mandate includes helping member dealers to improve their overall operations and to implement initiatives that strengthen the relationship between new car and truck dealers and the members of the communities they serve.


Release Date: June 29, 2016
For more information contact:
John White, CADA President & CEO 905 940-4959

New Car Dealers

Dealership in Focus: Langley Chrysler

Delivering Exceptional Experiences

It’s emblazoned across the dealership’s boardroom wall: “Our inspired team will lead the industry by providing exceptional experiences.” This vision is born from the staff and inspired by the leadership team, and is clearly on display throughout the dealership. In an effort to create exceptional shopping experiences for customers, Langley Chrysler begins with creating an exceptional working experience for employees.

In many workplaces, limited interaction between staff from different departments is common. Langley Chrysler took this challenge head on. One look at the ‘staff room’ instantly demonstrates the dealerships desire to create a special work environment. The warm atmosphere contains multiple cooking options, flat screen TV’s and leather upholstery that is reminiscent of a classy restaurant rather than a traditional staff lunch room.

In addition to employees enjoying spending time in this environment, it has increased interaction between employees across all departments; service, sales, technicians and management. It has led to greater continuity across the dealership and added a unique dimension to the company culture. Just down the hall is a fully stocked gym, complete with cardio equipment, weight machines and flat screen TV’s. Individual lockers and multiple showers add to the amenities one would expect at your local gym. Even the staff washrooms are given the royal treatment, seemingly pulled from a Georgie Award winning West Vancouver home. The men’s room comes complete with a separate changing room akin to NHL team standards, with a spacious stall for each employee. You half expect to see numbered jersey’s hanging at each stall when you enter the room.

The behind the scenes employee areas are well appointed; the front facing customer areas are no different. The Service Department is an area of strength for Langley Chrysler, and management has taken dead aim at setting itself apart from competitors by offering superior customer service. A dedicated two person call centre is strictly for service clients, minimizing call-holding time and ensuring a quick and painless appointment scheduling process. Professional Service Advisors deliver a VIP service experience that encourages repeat customers. Two flat screen TV’s display ongoing promotions and discounts, and keep a live- time status on each customer’s’ appointments and expected wait times.

Customer comfort is a primary goal; complimentary refreshments, reading material, flat screen TV’s and Wi-Fi internet create a relaxing and enjoyable atmosphere. The Langley dealership also offers a very popular courtesy shuttle and car rental service for those needing to reach another destination. The dealership showroom is friendly and welcoming, with a comfortable customer lounge offering refreshments, reading material and a flat screen TV. Every effort is made to ensure that the service experience is exceptional for each customer.

“For us to stand out from our competitors, and provide a memorable and exceptional experience for our clients,” says Michael Trotman, President and CEO of Langley Chrysler, “I don’t feel we can ask our team to do that, unless we do that for our team.” “Our inspired team will lead the industry by providing exceptional experiences.”

Langley Chrysler gets it right; support a healthy lifestyle, focus on corporate culture and create unique customer experiences. As dealerships continue to develop from mom and pop businesses into multimillion dollar operations, Langley Chrysler is leading by example, one experience at a time

View Points

On The Road Again: Oh the Places You’ll Go

 Oh the Places You'll Go

If you had told Mike Trotman’s 22-year-old self he would end up selling cars for a living, the younger alter ego probably would have laughed in your face.

“I had no interest in the auto business,” he says. “I was aware of all of the stereotypes… I wanted no part of it.”

After being named to this year’s Forty under 40 by Business in Vancouver, in addition to other awards, it’s unlikely many now would question the wisdom of the path his career has taken. At 38 years old, Trotman is the President and CEO of the Trotman Automotive Group (aka TAG) four dealerships with estimated annual sales of $120 million.

In some ways, you could say the auto industry, as well as UBC, are in his blood. Mike was born less than nine months after his father George (UBC BCom 1968) and mother Anne (UBC BEd 1967) opened up a used car business. By Grade 8, Trotman was working in his spare time at Langley Chrysler. He would wash vehicles, eventually working his way up to writing service orders.

“It was a big deal to have a car,” he says with a smile. “My dad said ‘earn some money, and I’ll sell you one at a good price.'” The lesson that nothing was going to be given to him stuck with Trotman, even as he drove around in his white Datsun B210.

After graduating with a BCom in 1994, he and a group of close friends decided they wanted to travel in Australia and Southeast Asia. To fund the trip, Trotman decided to try his hand at selling cars, knowing that he wouldn’t be getting any special treatment because he was the boss’ son. In fact, it was the opposite.

“It was how do I put this uninspiring, to go work for the sales manager. There was this attitude of ‘what does this young guy know.'”

He still remembers making his first sale. It was a Saturday, and there was a young man looking at a truck. The other sales staff hung back, in almost a challenge, waiting to see what Trotman would do.

“I just went and talked to him, established a relationship,” he explains. “And when I sold him that Dodge Ram I thought ‘I can do this, I can be successful.'”Rising to the top of the sales board wasn’t enough to dissuade him from his plans. When he returned from his trip six months later, he went back to selling, just as his father was contemplating retirement.

Although Trotman’s brothers Mitch and Brad are now involved in the business, at the time they were still in school and had other interests. Trotman worked his way through different departments at the dealership, before taking over all operations in 1998. At the time, that made him the youngest principal of a Chrysler dealership in Canada.

Ultimately, youth wouldn’t end up being his biggest challenge. In the late nineties, market share began shifting more and more quickly from domestic to Asian cars. There was also a corporate culture clash when Mercedes took over ownership of Chrysler, and in spring 2008, TAG purchased the Toyota dealership in Cranbrook. The global recession hit six months later, decimating all car sales, and then Chrysler filed for bankruptcy in April 2009.”It was a coin toss whether we were going to have a franchise or not, at two of our four dealerships,” Trotman says as a matter of fact. “But I had this quiet confidence that we would make it through.”

He cites creating a strong leadership team, with a clearly defined long-term vision, as the key to making it through that turbulent period. Not one of his 140 employees left, despite the uncertainty.

Trotman married his wife Cindy in 2002, and often draws upon her background in counseling psychology in business. Their daughter Hannah was born in 2003, and their son Ty followed two years later.

The Trotmans have always loved children, and the idea of giving back. They are now looking forward to establishing a foundation with a focus on pediatrics, as well as continuing to lead the way with solid business practices at TAG.

With a laugh, Trotman says it’s too soon to start planning the next generation of succession. He’ll only say that each night when he tucks his children in, he tells them to “dream big” advice his 22-year-old self would have probably appreciated too.

Canadian Business

Trotman Automotive Group: Pursuing Opportunity, Building Success

Canadian Business

Growing up in the automotive industry, it seemed only natural that Mike Trotman would someday be a part of the car world himself, but that wasn’t always the case. Trotman, today the President of Trotman Automotive Group, at – University of British Columbia, Trotman was ready to pull away from the car industry.

“I didn’t enjoy the reputation and perception that went along with the car business,” Trotman Said.

Along brothers Mitch and Brad, Trotman was born into the automotive industry or, more commonly, his father’s line of work. Trotman and his brothers were involved at several of the family stores, enjoying a number of low tier tasks like car washing and car detailing. It was a learning experience for Trotman and his siblings. Years later, the three brothers have built up a brand across British Columbia known as the Trotman Automotive Group.

Steady Hand Takes the Wheel

Trotman’s change of heart about the car industry would come when, following graduation, he had planned to travel with friends and, in needing to raise funds, a return to the car business was required. There was an opportunity to sell cars at the flagship Langley Chrysler and, as Trotman humbly put it, the opportunity went well.

“I excelled quickly as a young guy and led the ‘infamous’ leader board”, Trotman explained. “I loved meeting people, meeting clients, and the whole process of ‘the art of the car deal,’ the negotiation.”

But still dissatisfied with the reputation that coexisted with the car business, Trotman also felt those around him were uninspiring, and again began questioning this career path.

Another opportunity would present itself the following year when Trotman’s father would step away from Langley Chrysler, leaving the business in his son’s hands. Under the new direction, a combination of the right attitude and experience had customers inspired, and the business grew.

“After I had about three or four years’ exposure to the dealership and its business model, I determined it was something I wanted to really dig into, get involved with, and take over,” Trotman said. “I thought I could bring a new competitive edge to the business, being an educated professional, and really focus on delivering an exceptional experience to our clients and to inspire through that experience to gain their trust, building our business around that.”

British Columbia Expansion

In 2003, Trotman and his two brothers decide to further expand their family brand. The company added its second store, Comox Valley Dodge, and began rapidly implementing its recipe for success, instilling its best in practices to reenergize the business affairs of its newest acquisition. It was only natural that growth would follow such worthwhile change.

“When you acquire a new store, you are taking on a different set of values and culture that exists within that store and its marketplace,” Trotman explained. “In each of the three cases when we have grown with our stores, those have all been challenging situations, but the underlying theme, and why we have been successful in whatever the challenge is, is that we have a very solid and strong long-term vision and a set of values that we all believe in, that are shared and developed collaboratively by our team, guiding us through our business practices.”

As such, Trotman Automotive Group’s first store, Langley Chrysler, formerly a mid-market, bedroom community dealer, has grown to become a nationally recognized dealer.

In 2008, Trotman again expanded its reach, this time adding Alpine Toyota of Cranbrook, B.C., a marketplace which offered not only exposure into the Kootenay region, but also the increased portfolio of being involved with an import brand, Toyota. That emphasis on import was again recognized in 2009 when Trotman Automotive Group added its fourth store, Abbotsford Hyundai.

“We’ve grown from a Chrysler store during about $22 million to $24 million in annual revenue, to today as a group of four stores, regionally diversified across the province and with brands, with sales in the $110 million range,” Trotman acknowledged.

It marks impressive growth over a short time, only adding to this in the future.

Empowering employees

While many in the automotive industry have struggled in recent years, Trotman Automotive Group, however, has seemingly bucketed that trend. Accordingly, the modest Trotman attributes the success of the company to his staff.

“We have had a real strong focus on people, on finding the best people, on hiring them, on retaining them, on inspiring them, on encouraging them to dream big, and to perform at the top of their game,” Trotman said. “It is about delivering an exceptional employment experience to our team who will then be inspired to deliver an exceptional purchasing experience for our clients. By focusing on that, we can overcome any challenge that comes our way.”

Trotman Automotive Group prides itself on building its reputation in the communities in which it does business. With a desire to become an industry leader, Trotman Automotive Group judges its success by its recognition and regard in these areas.

Competing in a marketplace that is “like a commodity-based business,” Trotman Automotive Group strives to offer its clients added value through its knowledgeable employees and industry experience. The company lives by its philosophy of creating an atmosphere when its employees feel valued, trusted, and respect. Trotman said, “When we can create that environment, that’s where the magic happens and where things can really come together.”

According to Trotman, the company wants to grow organically to become a dominant player in its respective marketplaces. Trotman Automotive Group strives to become a market leader, both as a group and its individual stores. When the opportunity presents itself, as it has in the past, Trotman Automotive Group will pursue further expansion, in terms of both more stores and more brands.

“We will continue to acquire stores in markets that we like brands that make sense, that we are proud to represent” Trotman said. “We will apply our formula of rapidly implementing our culture, our leadership, our values, and our people to be able to turn these stores into peak-performing dealerships.

“We will continue to grow as long as we have great people that want to help in partnering that growth.” CBJ