Forbes- our automotive history

Fairest in Sales, Finest in Service...since 1948

The Forbes family has been part of the automobile industry since 1925, beginning with the involvement of Russell Arthur Forbes. Russell served as Henry Ford's personal secretary, and later held the position of Business Manager for Ford's newspaper the Dearborn Independent. When Russell left Detroit he became the Ford dealer in Tilbury, Ontario and later relocated the Ford dealer in Brantford, with his brother Stan. This dealership still exists as Forbes Bros., however, today it is a Chevrolet Oldsmobile Cadillac operation.

In 1940, Russell became the Dodge DeSoto dealer in Kitchener, operating under the name R.A. Forbes Motors. Russell died in 1943, leaving two sons, Jack and Ralph. In 1948, at the age of 23, Ralph Forbes became the youngest Ford Motor Company dealer in Canada, and with brother Jack, opened Forbes Motors Limited in Welland, Ontario.

In 1952, Forbes Car Lease Limited, a subsidiary of Forbes Motors, was established and today has a fleet of over 1000 vehicles of all makes and models. In 1955, the brothers purchased Halwig Motors Ltd. an established Pontiac Buick dealership on Victoria Street in Kitchener. In 1965 they moved to the present location on Weber Street, Waterloo. Until 1977, Forbes Motors also operated a branch outlet in Elmira, where boats and motors were sold along with automobiles.

In January 1973, Ralph's son Russell joined the firm after graduating from Northwood University of Midland Michigan with a degree in Automotive Merchandising. In July 1981 the ownership was taken over by Russell Forbes, Ralph's son, and the name changed to Forbes Motors Inc. In August 1987, Forbes Motors Inc., was awarded the prestigious Cadillac franchise. In February 1997, at the National Automobile Dealers Association convention, Ralph A. Forbes was presented with an Automotive Hall of Fame Distinguished Service Citation. The honor recognizes men and women who have contributed to the automotive industry through their outstanding leadership and achievement. Forbes is one of only six Canadians to be singled out for this award since the Hall of Fame was created in 1940.

In 1990, Ralph and Jack Forbes were approached to support the K-W Regional Police Departments Children’s Safety Village. Located at Maple Grove Road in Cambridge, beside the Regional Police Headquarters, the Children’s Safety Village was created to give young children “hands on” safety training. This village simulates a small city block, as well as classrooms where children are taught safety rules in this miniature setting. Classes cover such items as stranger awareness, pedestrian and traffic safety, fire education, bicycle safety and internet safety. The Forbes’s, along with generous support from their suppliers, constructed a miniature replica of their Forbes Motors Dealership building. This facility houses the fleet of electric cars and bicycles that the children receive instruction with. Annually 20,000 local students visit the village and attend safety classes. For more information, visit the Children’s Safety Village at www.waterlooregioncsv.com.

On October 1st, 1999 Waterloo Toyota at 583 Colby Drive was added to the Forbes Automotive Family. The dealership now conducts business under the name Forbes Waterloo Toyota and offers full parts and service departments as well as new and used vehicle sales and leasing. Forbes Motors Inc. and Forbes Waterloo Toyota employs approximately 125 dedicated Staff members.

In September, 2005, Mr. Ralph Forbes was recognized by General Motors of Canada for his 50 years as a General Motors Dealer and in September, 2006, Russell Forbes was recognized for his 25 years as a General Motors Dealer.

Concluded in May 2006, a major renovation was done on the Dealership facility. The newly renovated building includes an 18 car showroom, new washrooms, parts and service areas, refreshed service drive through, new customer lounge and many other new customer conveniences.

In January, 2007, the 4th generation of the Forbes Family joined the company. Russ Forbes graduated from the University of Western Ontario from the Richard Ivey School of Business in 2003 and has been with General Motors of Canada as both a District Service Manager and a District Sales Manager for 3 years. Very few Dealerships have experienced four generations of family and ownership, and we are very proud of our past and very excited for our future.

In March of 2007 Russell Forbes received a personal letter from Mr. Yoichi Tomihara, the President and Chief Executive Officer of Toyota Canada Inc. Here is an excerpt from the letter:

“On a personal note, I am very pleased that one of my first official duties as President of Toyota Canada Inc is to congratulate you on your individual success. You have earned designation in the 2006 President’s Club.

The President’s Pride Program is very comprehensive in its measurement criteria and only those dealers meeting exceptionally high standards in all areas of the Dealership’s operations will stand with their peers in the exclusive ranks of the President’s Club. I salute you on your remarkable accomplishment.” It should be noted that only 25 Dealers in Canada win this award annually. “I am very proud of the Forbes Waterloo Toyota Team, they are outstanding employees” said Mr. Forbes.

In October 2007, Forbes Collision Centre became the first shop of its kind to convert to a water bourn paint process. This is an environmentally "green" process that is much more environmentally friendly method of painting vehicles. This required expensive new paint equipment and retraining and further demonstrates our commitment to being a good corporate citizen.