NewRoads Automotive Group: A Legacy of Excellence

Serving Ontario’s York Region since 1968, NewRoads Automotive Group was founded by Noel Croxon. Under the leadership of his son, Michael Croxon, NewRoads now operates eight franchise locations across Aurora, Newmarket, and Richmond Hill, representing Chrysler, General Motors, Honda, Mazda, Subaru, and Toyota brands.

At the heart of NewRoads’ success are four foundational pillars: Employee Engagement, Customer Enthusiasm, Community, and Performance. “Every decision, policy, and process within our organization is guided by these principles,” explains Mary-Anne Hart, Human Resources Manager at NewRoads. “We believe that our strong commitment to these pillars fosters a positive workplace culture and is instrumental in achieving this award.”

A Testament to Employee Satisfaction

Hart emphasizes that winning the ASDEOC award reflects the collective voice of NewRoads employees. “It symbolizes their trust in us, their job satisfaction, and their belief that NewRoads is an organization where they can truly thrive,” she says. “Our goal is to create a workplace where people feel valued, supported, and empowered to succeed.”

She also highlights the direct link between employee satisfaction and customer experience. “When employees feel engaged and appreciated, they are more motivated to deliver outstanding service,” she says. “By investing in our team’s well-being, we are also investing in our customers.”

This year marks the fifth time that NewRoads has earned this prestigious recognition. “Being named a Dealership Employer of Choice for 2025 is an incredible honour,” says Hart. “We remain committed to making NewRoads a place where people are excited and motivated to work every day.”

Michael Croxon echoes this sentiment, noting the profound impact of the ASDEOC award. “Among all the awards and accolades we have received, this one is the most meaningful,” he says. “It validates our dedication to creating a workplace where engaged employees choose NewRoads as their professional home. This commitment to our team is the foundation of our success and enables us to deliver on our other three pillars: Customer Enthusiasm, Community, and Performance. We are truly honoured to receive this recognition for the fifth time.”

Valuable Advantages

Administered by Corporate Culture and Employer of Choice (CCEOC) in Canada, the ASDEOC award program not only acknowledges dealerships for their investment in employees but also provides key advantages. A strong workplace culture helps attract top-tier talent, reduces staff turnover, lowers operational costs, and enhances employee engagement, commitment, and productivity. This, in turn, leads to higher levels of customer satisfaction and loyalty—objectives that all successful automotive retailers strive to achieve.

For two decades, the Dealership Employer of Choice awards have served as both recognition for dealerships’ dedication to their employees and a tool to drive greater value for their customers. Jeff Doran, President and Founder of CCEOC, explains that the award is structured around two core components: Process and Development.

Dealerships participating in the Employer of Choice program undergo a five-phase evaluation:

• Registration
• Organizational Profile
• Employee Commitment Survey
• Evaluation and Selection of Winners
• Detailed Reporting (available to all participants, with winners receiving an official logo, media release, web listing, and media partner support)

Dealers from across all provinces and territories are eligible to participate. CCEOC has also introduced enhanced reporting methods to better serve dealerships of all sizes, from independent single-location stores to larger dealer groups. These insights allow businesses to break down and assess employee feedback with greater accuracy.

Comprehensive Reporting

For dealer groups with multiple locations, CCEOC can evaluate the entire organization, providing an overall report while also generating individual store-level insights. “This approach gives dealerships a clear, holistic view of their operations,” says Doran. “At the same time, they receive specific reports for each location to address unique opportunities for improvement.”

Doran notes that dealerships participating in the program tend to be highly committed to continuous development. “These organizations are dedicated to becoming better workplaces,” he says. “Our awards program and certification provide the insights they need to keep growing and improving.”

Read the official Employer of Choice release.