Who We Are | Land Rover Winnipeg

Manitoba's Choice since 1963

Birchwood is here to help you buy, sell and service your vehicle

Winnipeg and Manitoba’s largest network of automotive retailers, Birchwood Automotive Group is proud to have served the community as a recognized leader in the automotive sector and supporter of the United Way and other non-profit organizations for over 55-years.

The Auto Group

Our Network

Birchwood currently has 22 dealerships that carry 21 automotive brands and provide vehicle servicing, as well as 2 Collision repair facilities, 4 Birchwood Credit stores, and our special restoration facility.

Our Team

Over 1200 people work for the Birchwood Automotive Group, across Southern Manitoba and Saskatchewan. Our service technicians are manufacturer certified, and all employees undergo rigorous training to uphold our quality standards.

A Recognized Leader

Birchwood has been recognized multiple times by Aon Hewitt and other research bodies as a top employer in Canada.

Helping with Choosing Your New Vehicle

As part of our commitment to making choosing a new vehicle a great experience with Birchwood, we’ve developed a new online tool to help you to choose the right vehicle model for you. Try our Model Discovery Tool for new vehicle discovery today!

In The Community

Birchwood has been a dedicated supporter and contributor to the United Way for over 25-years. With our founder and president both serving as Campaign Chairs in 1975 and 2013 respectively, and our team members contributing over $7,000,000 to the annual campaign, we’re proud of our contributions. Read more about our work In the Community.

Our Company Mission

As leaders, we are all committed to:

Our team members by offering opportunities for growth and prosperity
Our customers by delivering exceptional services and products
Our partners by fostering collaboration and trust
Our communities by providing time and resources

Our Company Vision

To be a recognized leader of the retail automotive industry.

Our Company Values

Personal Leadership
Individual responsibility, commitment, and accountability from each of our team members fosters personal leadership.

Trust & Respect
Respect for the uniqueness of every individual creates strong, trusting working relationships with team members, customers, and business partners.

Continuous Improvement
Sustained success depends upon our ability to continually strive to improve each and every aspect of what we do and who we are.

Generosity
Our gifts of time, talent, and resources strengthen our communities, our teams, and our team members.