This July marks a major milestone for Portage Toyota as it celebrates 45 years as a Toyota Canada dealership – a journey that began with one family's vision and continues today with an ongoing commitment to customer care, innovation, and community.
The business was founded in 1973 as Portage Leisure & Truck Centre by Dennis and Kathy Thompson, Erwin and Katherine Thompson, and George and Wanda Ryder. In 1980, Dennis acquired the Toyota franchise, and the business began its Toyota journey.
Over the decades, it has grown from a small, family-run operation into a trusted name in Manitoba’s automotive industry. Today, the dealership is co-owned by Doug Thompson, son and grandson of the founder, and Adam Trudeau, General Manager.
"My father believed in doing things the right way – with honesty, transparency, and care," says Thompson. "That mindset continues to guide us today. Our team operates with a ‘We Care’ attitude that customers feel the moment they walk through our doors."
The dealership’s long-standing reputation for service has not only endured but thrived, thanks in large part to a loyal team and a deep-rooted connection to the community. With 15 employees and growing, Portage Toyota & RV fosters a workplace culture defined by respect, teamwork, and longevity.
"A symbol of that loyalty is a tradition my father started – awarding a custom gold ring for 25 years of service. This year, we’ll be proud to present the 11th ring," he adds.
In 2024, Portage Toyota underwent a significant transformation in line with Toyota Canada’s new image program. The dealership completed a major renovation that included a bold new monument tower at the entrance, a two-lane drive-thru service reception, and extensive upgrades to the showroom, guest lounge, service and parts reception, and washrooms.
"The finished product is a dealership that not only meets but exceeds expectations," Trudeau says. "Whether customers enter through the drive-in reception or the front doors, they can expect a welcoming, professional space designed around their comfort and convenience."
Despite construction challenges, the team’s dedication never wavered – a fact that did not go unnoticed. In the midst of renovations, Portage Toyota earned the 2024 Aftersales Operational Excellence Award through Toyota Canada’s prestigious President’s Program.
"I’m most proud of the relationships we’ve built – with our customers and with our team," notes Trudeau. "Even during renovations, our staff remained focused on what matters most – exceptional service. Their hard work and commitment set us apart."
As the automotive world continues to evolve, Portage Toyota remains at the forefront, embracing innovation and environmentally friendly options.
"There’s been a strong shift toward hybrid vehicles," says Trudeau. "We’re proud to offer innovative, sustainable choices for our customers, while always staying true to our core values of trust, service, and community."
With 45 years under its belt and a brand-new look, Portage Toyota is ready for the road ahead – still family-owned, still community-focused, and still driven by the same principles that started it all. To learn more about Portage Toyota, visit portagetoyota.com.