‘Epitome of a family business’: Gorrud’s set to amalgamate with Milton Toyota and Hyundai

Chris Gorman sees it as shifting gears rather than putting the brakes on his family business.

Still, a certain sadness and quiet reflection looms amid Gorrud’s now largely empty Steeles Avenue building this week, as the consolidation with nearby Milton Toyota and Milton Hyundai draws near.

“That’s (decision) largely because Gorrud’s operated as an after-market garage. We’ve got a sizable client base, but when we closed with the retirement of brother (Andrew) and partner with Gorrud’s sales, we’ve certainly seen business deplete,” explained Chris, president and co-owner of the two dealerships where many remaining Gorrud’s staff will move to this Friday (Nov. 14).

This comes on the heels of longtime manager Karen Kirby’s retirement, and plenty of tears shed by employees and customers alike.

“We couldn’t continue with the size of the operations here. But we felt we could continue to look after Gorrud’s customers (up the road). We felt we could still provide them with the great service, with a lot of the staff they’ve known and worked with here. We knew we could honour the business’ legacy this way.”

Co-founded by Jim Gorman in 1960 in the Kitchener-Waterloo area, Gorrud’s Auto Group began as a side-hustle hobby for the lifelong car enthusiast, who was more than content with his banking career with RBC.

But the small used car dealership soon grabbed more and more of his attention, and a full transition was eventually undertaken – one met with an early ‘70s move to Milton.

“This was my dad’s heart and soul,” said Chris, whose family business — inspired by Jim’s own father — first opened at Ontario Street and Regional Road 25 before relocating to its current space. “Every (family) trip we did we had to stop somewhere because dad had bought a car somewhere, so we had to drop him off somewhere. It was the epitome of a family business.”

Before making car sales and service his family’s livelihood, Jim would make a beeline to his garage to restore a wide array of vintage cars – after a lengthy work day and commute home from Toronto.

“He just loved cars,” recalled Chris with a smile. “That was where he was at his happiest.”

In retirement — before his 2020 passing, at 85– he’d often make his way to the business to catch up with customers and employees.

Following dad into both banking – also with RBC – and then car sales/service, the younger Gorman notes how at its height Gorrud’s was one of the largest used car dealerships in Ontario and was the driving force behind the arrival of Toyota and Hyundai.

Over the years, Gorrud’s owners and staff were heavily involved in the community, most notably with enthusiastic annual float building for the Santa Claus Parade.

Known for its high customer loyalty and satisfaction rates, the business’ success – said Chris – was built on the principles Jim learned and adopted from RBC.

“It’s all about people… doesn’t matter what you’re selling. We’d rather not sell a car today, and not making money, if it’s going to be a disturbing experience and that the customer doesn’t want to come back,” he said, noting how a small staff – including tech Steve Woods – will be staying on at the Steeles Avenue location to service some customers. “We want a customer for life.”

Chris looks to a 17-year auto rewards loyalty program – with a local eye glass company and some area restaurants – as one of the pillars of Gorrud’s prosperity.

“It’s all about small business helping small business,” he noted.

And while the fundamental changes in the used car industry left independents with diminishing access to overall supply and an ever-shrinking corner of the market, Gorrud’s impact can still be felt among its franchise partners.

Said Chris, “Gorrud’s was a footprint, it laid the groundwork.”