Our History

Sobering Automotive Centre Ltd. (initially known as Sobering Auto Electric Ltd.) is a family owned and operated automotive business that has been serving the motoring public since 1948. It was founded by John R. and Eileen Sobering as an automotive business specializing in the electrical and instrumentation needs of the industry. In 1971 John and Eileen’s eldest son Don and daughter–in–law Joyce purchased the business and over the years expanded it to a full service automotive centre by including mechanical, auto body repair and paint and vehicle sales as licensed and bonded dealers. In 2006 Don and Joyce’s eldest son Jon and daughter–in–law Merna became the third generation owners to serve the automotive industry.

While maintaining the company’s core competencies of past generations, they have moved the company forward into the complex environment of modern day vehicles. In addition, all technicians have kept abreast of current trends and requirements – from basic to complex repairs to environmental concerns – for full service mechanical and auto body repair. Our commitment doesn’t stop here however, we continue to offer a wide range of vehicles as well as a dedicated sales force to help you realize your dream.

The one constant that has remained throughout each generation of ownership is the commitment to the highest level possible of customer satisfaction in terms of automotive needs, be it full service vehicle repair, or the meticulous detail adhered to in auto body work. The underlying pride associated with knowing the customer has been completely satisfied remains at the heart of the company’s objectives today and will continue in the future.


Community Involvement

Corporately the company has always played a role in giving back to the community. Since inception, one or more of the principles have been involved with and have served on several boards in a variety of community organizations being industry or community related. Another strong corporate value is in the training of its people. Employing apprentices to assist them in getting their Red Seal Certification as skilled technicians has been a long standing practice. In order to assist apprentices with their education and the purchase of their tools we founded the Automotive Industry Scholarship Fund with the Red River Exhibition Foundation in 2001.