Trillium Automobile Dealers Association Gets Tune-Up; Rebranded as Motor Vehicle Retailers of Ontario

May 1, 2023

The Association representing Ontario’s new car, franchised dealers have approved a new legal and operating name. Beginning May 1, 2023, the Trillium Automobile Dealers Association will officially become the Motor Vehicle Retailers of Ontario (MVRO).

“We may have a different name, but we will continue to have the same team, infrastructure and mission: to be a strong and effective voice for Ontario’s 1,100 new car franchised retailers.” said Todd Bourgon, the MVRO’s Executive Director. “The MVRO name better reflects the identity of our Association and our members in the 21st century.”

Since 1908, the MVRO has been the voice of new car retailers. Legend has it, the Association was formed by a group of car retailers who lobbied the City of Toronto not to restrict vehicle usage. From those humble beginnings, the MVRO has turned into a strong and effective advocacy group representing auto retailers in every corner of Ontario. The crown jewel of the Association remains the Canadian International Auto Show – Canada’s largest auto expo and consumer show.

Jim Williamson, Dealer Principal and General Manager of Williamson Chrysler in Uxbridge Ontario will be the first Association President under the MVRO banner. “This is a special honour. Not only do I have the privilege to lead 1,100 of my peers, but also represent them under our updated name. My hope is the Association expands our representation to include a broader spectrum of other mobility vehicles. Its an exciting time in the auto sector and we retailers are on the front lines of this transformative change,” said Williamson.

The MVRO’s website is

Other Related News

New Motor Vehicle Inspection Station Program

New Motor Vehicle Inspection Station Program

Several MVRO members have asked us about Ontario’s new Motor Vehicle Inspection Station (MVIS) program. The MVIS program will be transitioning to the newly named DriveON program. Ontario’s new DriveON program will be combining the motor vehicle inspection stations and...

read more