Jim Pattison Subaru: Decades of Automotive Trust
When you walk into a Jim Pattison Subaru dealership and see the same friendly faces that have been there for years—staff who remember your name, your previous Subaru, and even your dog’s name—you realize that this isn’t just another auto group; it’s a family legacy built on trust, community, and the simple philosophy that taking care of people is the best business decision you can make.
TL;DR
Jim Pattison Subaru represents something rare in today’s automotive world: a network of dealerships backed by one of Canada’s most successful businessmen, yet run with the heart of a small-town operation. The story starts in 1961 when a young Jim Pattison borrowed $40,000 from the Royal Bank—eight times their lending limit—to open his first car dealership . Today, the Jim Pattison Auto Group encompasses 28 locations across Western Canada, representing 16 automotive brands, including multiple Subaru stores in Victoria, Coquitlam, North Vancouver, and Winnipeg . What sets these dealerships apart isn’t just the massive corporate backing of Canada’s second-largest private company (with over $9.6 billion in annual sales and 42,000 employees), but the consistent customer praise for specific staff members who go above and beyond . From the sales team members like Joyce, Rosh, Sally, and Jimmy in Coquitlam to service advisors like Morgan Chang in Victoria, the pattern is clear: people trust Jim Pattison Subaru because the people working there genuinely care .
Key Takeaways
- Built by a Legend: Jim Pattison started with a single dealership in 1961 and built Canada’s second-largest private company, now worth over $9.6 billion annually
- Multiple Locations: Jim Pattison Subaru serves customers in Victoria, Coquitlam, North Vancouver, and Winnipeg, with each store maintaining its own local character
- Staff Shine Bright: Across all locations, specific employees earn consistent praise—Joyce, Rosh, Sally, Jimmy, Cam, and Zach in sales; Morgan, Arthur, Glenn, and Sherlock in service
- Community Commitment: When Jim Pattison acquired Saunders Subaru in Victoria in 2016, they explicitly promised to continue local community support through programs like Comfy Kids
- Mixed Reviews Exist: While most experiences are positive, some customers report service pricing concerns and communication issues—proof that even good dealerships have off days
The Man Behind the Empire: Jim Pattison’s Story
To understand Jim Pattison Subaru, you first need to understand the man whose name is on the building. Jim Pattison isn’t just a businessman—he’s a Canadian icon, often called “the Warren Buffett of British Columbia” .
Born in rural Saskatchewan and raised in East Vancouver, Pattison wasn’t a gifted student. When he visited his old high school years later, he revealed a report card filled with mostly Bs and Cs . But what he lacked in academic polish, he made up for in work ethic. As a teenager, he sold seeds, doughnuts, and newspapers. He set a simple goal: make $25,000 a year .
In 1961, Pattison convinced a Royal Bank manager to lend him eight times the branch’s normal lending limit—$40,000—to open his first Pontiac and Buick dealership . He made $29,000 that first year and was a millionaire before turning 40 .
Jim Pattison’s philosophy has always been simple: find good businesses, hire good people, and let them do their jobs without corporate bureaucracy weighing them down .
Today, The Jim Pattison Group is Canada’s second-largest private company, with over 575 locations worldwide, 42,000 employees, and annual sales exceeding $9.6 billion . The empire spans groceries (Save-On-Foods, Overwaitea), media (42 radio stations, 3 TV stations), signage (one of the world’s largest sign companies), entertainment (Ripley’s Believe It Or Not!), and of course, automobiles .
Through it all, Pattison has remained remarkably grounded. He still drives himself to work. His assistant, Maureen Chant, has been with him for over 40 years. He even admits to checking payphones for forgotten quarters—a habit from his childhood .
The Jim Pattison Auto Group: By the Numbers
The auto group represents a significant chunk of Pattison’s empire. Here’s the scope:
| Category | Details |
|---|---|
| Dealerships | 28 locations across Western Canada |
| Brands Represented | Toyota, Lexus, Hyundai, Subaru, Honda, Acura, Nissan, Infiniti, Volvo, Volkswagen, Audi, Chrysler, Jeep, Dodge, Ram, Promaster |
| Subaru Locations | Victoria (1784 Island Hwy), Coquitlam (2385 Ottawa St Unit C), North Vancouver (1235 Marine Drive), Winnipeg (1496 Regent Avenue West) |
| Annual Customers | Over 180,000 |
| Year Founded | 1961 |
| Corporate Philosophy | Total customer satisfaction, community support, letting local managers lead |
*Sources: Jim Pattison Auto Group, Kona Equity, dealership locations *
The Victoria Story: Honoring a Legacy
One of the most meaningful chapters in Jim Pattison Subaru’s history unfolded in 2016, when the group acquired Saunders Subaru in Victoria. The Saunders family had owned and operated the dealership for 36 years, building a reputation for community involvement and customer care that was legendary on Vancouver Island .
When the acquisition happened, there was natural concern in the community. Would a big corporate group change everything? Would the local feel disappear?
Jim Pattison Auto Group president Bill Harbottle addressed those concerns directly. “Through the discussions we’ve had with Dave Saunders, there will be a lot of these programs that we will partner or jointly participate in, in conjunction with the Saunders Family Foundation” .
The group made specific promises:
- Continue supporting Comfy Kids—a program providing vehicles to families with children undergoing medical treatment in Vancouver
- Maintain participation in the annual charity golf tournament benefiting the Saunders Family Foundation
- Keep existing staff, including Saunders family members, to help with the transition
- Expand the pre-owned vehicle business while growing the service department for faster customer turnaround
This wasn’t just corporate talk. The commitment to community became a cornerstone of how Jim Pattison Subaru Victoria operates today .
The People Make the Difference
Scroll through customer reviews for any Jim Pattison Subaru location, and a pattern emerges: people don’t just praise the dealership—they praise specific individuals by name.
Coquitlam’s Standout Stars
The Coquitlam location on Ottawa Street has accumulated hundreds of reviews, with several names appearing repeatedly :
Joyce Lau receives consistent praise for guiding customers through the selection process. One reviewer noted: “She gave us excellent advice that helped us pick the right car. Joyce and all the staff were very helpful in guiding me through the various stages of selecting the car, and dealing with finance and insurance issues” .
Rosh (or Roshan) earns mentions for being friendly, helpful, and working within budgets. “He listened to us and worked hard to make sure we got exactly what we wanted and needed, plus helped us keep it within our budget” .
Sally Choi gets high marks for communication and care. One customer shared: “I took delivery of the Crosstrek yesterday through Sally. While I was waiting for my car, they kept updating me on the schedule and taking care of me, and they took great care of me until I picked up the last car, so I had a peace of mind” .
Jimmy is praised for professional, patient service: “He is considerate of all aspects of customers and answers every question. He worked overtime twice when he came to the store and enthusiastically helped install the camera” .
Cam Henderson earns recognition for helping customers find better vehicles than they originally sought and securing the best financing rates .
Victoria’s Dream Team
The Victoria location on Island Highway similarly boasts a roster of praised employees :
John D, Paolo A, and Nick F work as a team that customers adore. One reviewer wrote: “Paolo A, Nick F, John D all were AMAZING to deal with as they all made the process easy, anxiety-free, and they were all very personable, friendly and thorough” .
Morgan Chang in the service department receives consistent praise. “He is a very professional manager, knows his business at a high level. He knows how to find a professional approach to all situations with car service” .
Andrew is called out for being “vary attentive and personable,” making the buying experience seamless for multiple repeat customers .
Alex Rodriguez earns praise for being “honest, kind and authentic” during the sales process .
Roland W gets thanks from a customer who drove from Toronto to Victoria and needed emergency service: “Roland was so kind to accommodate my schedule on New Year’s Eve. Trevor was helping on the intake. Their service team is top notch” .
Service Excellence Across Locations
The service departments at Jim Pattison Subaru locations earn particular praise for going above and beyond :
- Cody at Victoria spent 10 minutes fixing a fallen dash vent and refused payment—leaving a lasting impression
- The Coquitlam service team fit in a diagnostic appointment at opening and had a car repaired within three hours, complete with a car wash and Uber rides
- Glenn Townsend, service manager in Coquitlam, is praised for being “outstanding” and willing to discuss mechanical aspects with customers, even advising when repairs can be deferred
- Arthur in Coquitlam service is called “extremely helpful” and a “great service advisor”
One customer summarized the service experience perfectly: “I prefer having my oil changes done there because they automatically check out and go over a number of things on the car, plus top up all the fluids, check tire pressures, and when it’s all done they wash the car as well” .
The Honest Picture: Not Everyone Leaves Happy
No dealership pleases everyone, and Jim Pattison Subaru locations have their share of negative reviews. These offer valuable perspective.
Service Pricing Concerns
A Coquitlam customer was quoted $185 for an oil change on a 2023 Forester Wilderness and called it “insane” and “gouging” . A Victoria customer reported being quoted $1,200 for service but receiving a $1,700 bill with no clear explanation. After questioning, $100 was removed, which made them question the entire bill’s validity .
Parts Department Frustrations
One customer warned against buying parts from the Coquitlam location, saying the “Parts Advisors” provided no advice on proper fitment, leading to crossbars that almost damaged their vehicle. When they tried to return them, they were charged a restocking fee with no ownership of the mistake .
Communication Breakdowns
Multiple customers report difficulty reaching the finance team for lease buyouts, with one noting “unresponsive Finance team who after repeated attempts to reach out through phone and email do not have courtesy to give callback” .
A Victoria customer had a negative sales experience with no negotiation and felt shamed for their trade-in bottom line, ultimately purchasing elsewhere .
The lesson? Even good dealerships have bad days. Clear communication upfront prevents most problems.
What Customers Love Most
Analyzing hundreds of positive reviews reveals consistent themes :
| What Customers Love | Examples from Reviews |
|---|---|
| No-pressure sales | “Breath of fresh air compared to the nasty [city] dealerships” |
| Staff who listen | Salespeople work within budgets, find exact colors requested |
| Transparent pricing | Multiple mentions of “no extra fees” and realistic pricing |
| Service that goes beyond | Free fixes, loaner vehicles, Uber rides, car washes |
| Follow-through | Staff keep customers updated on shipping timelines and service status |
| Long-term relationships | Repeat customers return to same salespeople years later |
The pattern is clear: people trust Jim Pattison Subaru because the individuals working there earn that trust, one interaction at a time.
The Pattison Philosophy: Why It Works
What makes Jim Pattison Subaru different from other dealership groups? The answer lies in how Jim Pattison runs his entire empire.
Despite its massive size, The Jim Pattison Group maintains a remarkably lean headquarters. In the 1980s and 1990s, the corporate office grew from 22 people to just 24 over two decades . Pattison believes in hiring good people and letting them run their divisions without interference .
This philosophy extends to the auto group. Each dealership maintains its own local character while benefiting from the resources and stability of a massive parent company. The service department in Victoria can offer shuttle rides and loaner vehicles because the group provides those resources. The sales team in Coquitlam can work overtime to install a customer’s camera because they’re empowered to make decisions .
It’s the best of both worlds: small-dealership personal attention backed by large-corporation stability .
The Jim Pattison Subaru Locations
Victoria
- Address: 1784 Island Highway, Victoria, BC
- Dealer #40319
- Standout Staff: John D, Paolo A, Nick F, Morgan Chang, Andrew, Alex Rodriguez, Roland W
Coquitlam
- Address: 2385 Ottawa St Unit C, Port Coquitlam, BC
- Standout Staff: Joyce Lau, Rosh, Sally Choi, Jimmy, Cam Henderson, Zach Fisher, Arthur, Glenn Townsend
North Vancouver
- Address: 1235 Marine Drive, North Vancouver, BC
- Status: Few reviews available, part of the network
Winnipeg (Regent)
- Address: 1496 Regent Avenue West, Winnipeg, MB
- Note: High-volume dealership with state-of-the-art amenities
Frequently Asked Questions
Who is Jim Pattison?
Jim Pattison is a Canadian billionaire businessman who started with a single car dealership in 1961 and built the Jim Pattison Group, Canada’s second-largest private company with over $9.6 billion in annual sales and 42,000 employees .
How many Jim Pattison Subaru locations exist?
There are at least four Jim Pattison Subaru dealerships: in Victoria (1784 Island Hwy), Coquitlam (2385 Ottawa St Unit C), North Vancouver (1235 Marine Drive), and Winnipeg (1496 Regent Avenue West) .
Are Jim Pattison Subaru dealerships good to deal with?
Based on hundreds of reviews, most customers have positive experiences, praising specific sales and service staff by name. However, some customers report pricing concerns and communication issues—typical for any large dealership .
Who are the best salespeople at Jim Pattison Subaru?
Customer reviews frequently praise Joyce, Rosh, Sally, Jimmy, and Cam in Coquitlam, and John D, Paolo A, Nick F, Andrew, and Alex in Victoria .
Is the service department reliable?
Many customers praise the service departments, especially Morgan Chang in Victoria and Glenn Townsend and Arthur in Coquitlam. However, some customers report high pricing and occasional communication problems .
Does Jim Pattison Subaru support local communities?
Yes. When acquiring Saunders Subaru in Victoria, Jim Pattison Auto Group committed to continuing local community support, including programs like Comfy Kids that provide vehicles to families with children undergoing medical treatment .
What brands does Jim Pattison Auto Group sell?
The group represents 16 brands: Toyota, Lexus, Hyundai, Subaru, Honda, Acura, Nissan, Infiniti, Volvo, Volkswagen, Audi, Chrysler, Jeep, Dodge, Ram, and Promaster .
Is Jim Pattison still involved in the business?
Yes. Now in his 90s, Pattison remains active, still drives himself to work, and is known to check payphones for forgotten quarters—a habit from his youth .
Jim Pattison Auto Group Growth Timeline
*Source: Compiled from Jim Pattison Auto Group historical data *
The Verdict: Trust Built Over Decades
Jim Pattison Subaru represents something increasingly rare in the automotive world: a dealership network that combines massive corporate resources with genuine local relationships. The name on the building carries weight—Jim Pattison is one of Canada’s most successful businessmen, and his reputation for integrity and customer focus sets the tone for everything his companies do .
But what really matters is what happens inside those buildings. The salespeople who remember your name. The service advisors who fix things for free because it’s the right thing to do. The teams who keep you updated when your car is delayed from Japan. The managers who work overtime to install your accessories .
Jim Pattison started with a simple goal: make $25,000 a year. Six decades later, his company serves 180,000 customers annually, and the philosophy hasn’t changed—take care of people, and the business takes care of itself .
For Subaru buyers in Western Canada, Jim Pattison Subaru offers something special: decades of automotive trust, backed by one of the strongest names in Canadian business, delivered by people who genuinely care about getting it right.
References:
- Jim Pattison Subaru Victoria: About Us
- CanadaNear: Jim Pattison Subaru Coquitlam Reviews
- The Jim Pattison Auto Group: About Us
- Goldstream News Gazette: Saunders Tribute
- Canadian Auto Dealer: Saunders Subaru Sold to Pattison
- Macleans: Jim Pattison, the Warren Buffett of B.C.
- CanadaNear: Jim Pattison Subaru Victoria Reviews
- TrustFeed: Jim Pattison Subaru Coquitlam Reviews
Have you visited a Jim Pattison Subaru dealership? Which location and staff member made your experience special—or not so special? Share your story in the comments to help fellow Subaru shoppers find their perfect match!
