Family-run rural dealership passes century milestone with Ford

Winnipeg Free Press

10-07-2025

A fifth generation, family-owned car dealership in rural Manitoba still has its foot on the gas.
Metcalfe's Garage Ltd. is gearing up to celebrate 125 years in business and 100 years as a Ford dealership. The operation, which sells new and used cars, is located on Highway 2 near Treherne (125 kilometres southwest of Winnipeg).
President and dealer principal Neil Metcalfe said he runs the business according to the same values his great-great-grandfather held: treat customers with respect and deal with them in an honest, straightforward way.
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Metcalfe's Garage Ltd. president Neil Metcalfe is the fifth-generation owner of the business founded in 1900 to sell farm equipment.
'Unfortunately, in the car business, there's sometimes smoke and mirrors, but we just don't do it that way,' Metcalfe said by phone Wednesday. 'It's nice to see taillights hit the road (after someone buys a car) but I also like to see headlights coming back to do future business with us, too.'
Thomas Metcalfe and his son, Clare, started the business in 1900 as a farm equipment dealership.
Eleven years later, they started selling new Ford Model T cars. For most customers, it was their first motorized vehicle, so the delivery process included Metcalfe's staff teaching them how to drive.
The business stopped selling Fords for about six months in 1925 after Clare had a disagreement with the company, but Metcalfe's regained the franchise that fall.
Eventually, Clare's son Hilliard joined the company. Hilliard's sons, Bruce and Jack, joined Metcalfe's in the 1960s.
Neil — who is Jack's son — got his start in the business when he was still in school, washing vehicles and doing yard work on evenings and weekends. He worked his way through the dealership's various departments and bought the business in 2009.
At that time, the dealership sold 100 vehicles annually and employed 12 people. Today, it sells around 400 vehicles each year and counts 27 full-time staff.
Situated on more than four acres of property, the company's headquarters includes a showroom, tire centre, a full line of new and pre-owned vehicles and two Level 3 electric vehicle charging stations.
Neil, who served as president of the Manitoba Motor Dealers Association from 2011 to 2013, said he enjoys working with staff and customers. He also likes seeing how people use their Fords in their daily lives.
'It just gives me the satisfaction that we're keeping the wheels turning and keeping (customers) going where they need to go.'
Metcalfe's Garage will celebrate its 125th anniversary and 100 years of continuous partnership with Ford with a private event on Friday at the Adam Lee Arena in Treherne. About 600 guests are expected, including Bev Goodman, president and CEO of Ford Canada.
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Today, Metcalfe's Garage Ltd. is a long-running Ford dealership that sells about 400 vehicles annually.
Metcalfe's Garage is believed to be Manitoba's oldest Ford dealership, as well as Canada's oldest family-owned Ford dealership.
When the company started selling Fords, Neil's great-grandfather occasionally took grain and livestock as downpayments on vehicles.
The Metcalfe family has long been known for its service to the community, said Gilles Guertin, reeve of the Municipality of Norfolk Treherne.
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'When I first arrived here in the early '80s … everybody always spoke very, very highly of the Metcalfes,' Guertin said, noting Neil has served as a volunteer firefighter and assisted with local community development committees. 'We applaud the success that the Metcalfes have (had) over 125 years.'
At a time of significant consolidation in the car industry, it's unusual to see a family-owned dealership still operating after more than 100 years, said Geoff Sine, executive director of the Manitoba Motor Dealers Association. 'It's amazing … to see a rural dealer that's stood the test of time — 125 years — still be a force within rural Manitoba.'
Neil's son, Brett, now works at the dealership and may take the driver's seat someday to steer Metcalfe's Garage through a sixth generation of family ownership.
'We're very, very proud of our long, long history and heritage, and (we're) looking forward to an exciting future,' Neil said.
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Aaron EppReporter
Aaron Epp reports on business for the Free Press. After freelancing for the paper for a decade, he joined the staff full-time in 2024. He was previously the associate editor at Canadian Mennonite. Read more about Aaron.
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