In 1977 Jim sold the dealership to A.D.’s son Charles Penner. When Penner took over the Chev Olds dealership in 1981, the Dodge Chrysler franchise again became available. It was awarded to Jim Neustaedter in January 1982, and Steinbach Dodge Chrysler was born.

During the following years the firm was also awarded the Plymouth and Jeep Eagle franchises, making Steinbach Dodge Chrysler the largest full line Chrysler dealership in Manitoba.

Paul Neustaedter joined his father Jim in 1988, after graduating from Briercrest and Red River Community College (Business Administration), and after working at a Chrysler dealership in Saskatoon. A few years later, A.D. Penner’s grandson Paul purchased and became the owner and President of Steinbach Dodge.

The 11 employees of 1982 have grown to over 45 employees today. In 2001 the building and property to the east were purchased for future expansion. In 2002 an entire dealership renovation was completed. In 2011 the exterior of the Chrysler building had the “arch” added and the new Chrysler look applied.

Steinbach is indeed a great place to live and many things that have changed in Steinbach. But one thing that has remained the same and that is the motto of Steinbach Dodge Chrysler which puts the customer first: “treating people the way they want to be treated.”

The phrase, “The Automobile City” was coined in the 1950’s. In 1991 a 40 foot replica Rolls Royce was constructed and placed at the north entrance of Steinbach to welcome all. This car points to the city and reminds passing motorists that “It’s Worth the Trip!” to Steinbach.

‘Customer One’ is and will continue to be our way of saying thank you to our customers,” said Robert Dueck, the General Manager of Steinbach Dodge Chrysler at the time.

On December 1, 2017 the Birchwood Automotive Group purchased Steinbach Dodge Chrysler Jeep Ram of Steinbach.

Having similar values and seeing that customer satisfaction and community involvement were of the highest priorities to the Birchwood Automotive Group the staff at Steinbach Dodge Chrysler of Steinbach are very excited for this new chapter in the future of our Dealership.

Over the last 52 years, the Birchwood Automotive Group has grown to become Manitoba’s largest network of automotive retailers. With 17 franchised dealership operations, Birchwood Credit Solutions, TEAM Systems, TSI Innovations, TSI Media, Canada-West Assurance and two state of the art Birchwood Collision Centres, Birchwood Automotive Group is positioned to meet any and all Customers’ needs.

As the recognized leader in Manitoba’s automotive sector, Birchwood Automotive Group is committed to the community in which its serves as demonstrated by Birchwood’s longstanding support of the United Way. In addition to supporting the United Way, Birchwood assists local non-profit organizations with their fundraising goals.

2023 AutoTrader Best Priced Dealer

We have earned the recognition of 2023 AutoTrader Best Priced Dealer! This was awarded for a commitment to providing consumers, shopping for their next car, with the best deals in the country, by ensuring inventory listings have the highest percentage of “Good” or “Great” price badges as determined by the AutoTrader iQ algorithm.

Steinbach Dodge Chrysler Jeep Ram

The Steinbach Dodge Chrysler Jeep Ram team

Steinbach Dodge Chrysler Jeep Ram has an experienced team of professionals and experts ready to help with your needs related to vehicle sales, service, parts, and more.

Careers at Birchwood

Birchwood Automotive Group has grown to become Manitoba’s largest network of automotive retailers. Our team of 1,200 is always growing, so be sure to check out opportunities to work with us and contribute to the delivery of the Birchwood Experience.

In The Community

Birchwood has been a dedicated supporter and contributor to the United Way for over 25 years. During this time, Birchwood team members have contributed over $6,500,000 to the annual United Way of Winnipeg campaign.

Birchwood Automotive Group

Birchwood Automotive Group was founded in 1963 by Robert M. Chipman, and over 55-years later has grown to become Manitoba’s largest automotive dealership group. We are a values-driven organization, recognized as a top employer in Canada and currently employing over 1,200 people.

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