After 80 years of business as an auto dealer in Fort Frances, West End Motors owner Chad Avis said they feel very fortunate to be part of a community with great customers and people.
West End has been woven into the fabric of Fort Frances since its founding in 1946, when it opened as a small, family‑run Chrysler dealership. Over the decades, it grew from a modest post‑war garage into one of the community’s most recognizable businesses, a place where generations of local families bought their first cars, serviced their trucks and lingered in the showroom to check out the latest rides.
The business was started by Avis’ grandfather Allan and later passed down to his father Roy. Since 2022, Avis himself has been behind the wheel, keeping the family business going into its third generation.
“I’m pretty proud to be able to be in business in the same community for 80 years,” Avis said. “This is our third generation continuing the legacy that my grandfather and father started. It feels pretty good to reach that kind of accomplishment.”
Today, West End Motors remains a landmark on King’s Highway—an enduring reminder of how a family business, built in the mid‑20th century, can grow alongside the town it serves.
To celebrate the milestone, the West End dealership building was adorned with balloons and decorations for a cake cutting on Thursday. Avis and the business also held a community appreciation barbecue on Saturday to thank the staff and customers who make their business possible.
“It doesn’t happen without great people,” Avis said. “We’ve been fortunate to have some fantastic customers throughout the years who have been with us since the start. I’ve dealt with people who bought vehicles from my grandfather, my father and now myself. That’s pretty neat when you experience that.”
By 1996, West End Motors had outgrown its original footprint, prompting a major expansion that modernized the facility and signalled its long‑term commitment to the Rainy River District. Two decades later, in 2016, another renovation refreshed the dealership, blending contemporary design with the familiar character locals had known for years.
Roy Avis became a respected figure both in the automotive industry and in Fort Frances itself, serving nine years as a town councillor and 12 years as mayor. In 2018, he received a nomination for an Ambassadorship Laureate from the Canadian Automobile Dealers Association, which reflected not only his leadership but also the dealership’s standing in the region.
Through the years, the business has continued to operate as a full‑service Chrysler, Dodge, Jeep and Ram dealership, offering sales, repairs, collision work and parts under one roof.
“We’ve also been extremely fortunate to have tremendous staff over the years,” Chad Avis said. “That’s really what has driven our success, having great people to look after our customers. Just a couple of years ago, we had a few staff members retire who had all been here for over 40 years, and this past year, we celebrated four others who had been here for 25 consecutive years. The longevity and the continuity, it’s really helped us over the years. Everybody has the same goals and the same attitude to just make sure that our customers are taken care of.”
To continue the celebration of its anniversary, West End Motors is holding a draw for $5,000. Anyone who purchases a vehicle, whether new or used, during the remainder of the month will receive an entry.
