Manitoba Motor Dealers Association

What Manitoba Motor Dealers Association does

The Manitoba Motor Dealers Association (MMDA) is a private, non-profit trade association founded in 1944 and headquartered in Winnipeg, Manitoba. It represents franchised new automobile and truck dealers in the province, collectively generating $2.6 billion CAD in annual economic contribution and employing over 6,500 people. Its core membership offering comprises two tiers: dealer membership at $845 plus GST per year and associate/OAS membership at $870 plus GST plus tiered sponsorship packages ranging from $2,500 (Octane) to $35,000+ (Velocity).

MMDA's core products and services span three pillars. First, the Sales Certification Program (launched 1995) is a web-based training and certification system for automobile sales personnel and managers, with over 2,000 certified graduates to date. Second, CarrXpert is a 29-location collision repair network in Manitoba, operated in partnership with the Corporation des concessionnaires automobiles du Québec (CCAQ). Third, Lead the Charge is an EV charger installation rebate program administered by MMDA under Natural Resources Canada's Zero Emission Vehicle Infrastructure Program, with cumulative federal funding exceeding $8.5 million CAD across 2022, 2023, and 2026, targeting up to 520+ charging points.

The association's go-to-market is sales-led and event-driven, with direct membership enrollment, recurring annual dues, and signature events including the annual DRIVE! industry celebration and VIP Executive Golf Tournament. Revenue streams include dealer dues, associate/OAS dues and sponsorships, event ticket sales, and government program administration. Additional offerings include an International Recruitment Program (with JobGo Solutions and SADA), an Enhanced Education Program, scholarship programs at three colleges, a member services portal, and federal advocacy through its affiliation with the Canadian Automobile Dealers Association (CADA).

Name

Manitoba Motor Dealers Association

Legal name

Manitoba Motor Dealers Association

Website

https://mmda.mb.ca

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

The Manitoba Motor Dealers Association (MMDA) is a private, non-profit trade association founded in 1944 representing franchised new automobile and truck dealers in Manitoba. It delivers membership services, sales certification, collision repair networks, EV charger rebate administration, and government advocacy.

Ownership category

akta.pro rank

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Dealer Membership Dues: Franchised new vehicle dealers pay annual membership dues to join MMDA, currently $845 plus GST per year. Dealers receive newsletters, CADA mailing list access, industry advocacy, and member discounts.
2. Associate / OAS (Official Annual Supplier) Membership Dues: Associate members (companies supplying services/products to dealers) pay annual dues of $870 plus GST. OAS tiers range from $2,500 (Octane) to $35,000+ (Velocity) per year for sponsorship levels.
3. Event Ticket Sales (DRIVE! and Golf Tournament): Revenue from ticket sales at the annual DRIVE! industry celebration (Dealer Member tickets CA$155, Associate Member tickets CA$275) and golf tournament registrations.
4. EV Charger Rebate Program Administration: MMDA receives government funding (e.g., $6.5 million from Natural Resources Canada's ZEVIP in 2026) to administer EV charging infrastructure rebates, acting as a program delivery partner rather than a revenue-generating function.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

MMDA is a non-profit industry trade association that delivers membership services, government advocacy, and industry programs to franchised new automobile and truck dealers in Manitoba. Core paid offerings include the Sales Certification Program (online training and certification for sales personnel), the Lead the Charge EV charger rebate administration program (in partnership with Natural Resources Canada), the CarrXpert collision repair network, the International Recruitment Program for automotive technicians, scholarships, and signature industry events including DRIVE! and the VIP Executive Golf Tournament.

Product overview

The Manitoba Motor Dealers Association (MMDA) is a trade association serving franchised new automobile dealers in Manitoba, not a technology company offering a unified software product. The association provides a portfolio of member services including the Sales Certification Program for training automobile sales personnel, CarrXpert collision repair network, and the Lead The Charge Program supporting EV charging infrastructure installation with rebates up to 50%. Additional offerings include an International Recruitment Program for technician staffing, Enhanced Education Program for collision repair training, scholarship programs, and DRIVE! annual industry celebration events. The organization also provides a member services portal with industry resources and advocacy support. These programs serve dealer members and the broader automotive industry rather than being a technology product platform.

Differentiator

Problem solved

Functional benefit

Brands

• Sales Certification Program: Comprehensive online training program for automobile sales personnel and managers to ensure highest standards of knowledge and professionalism
• Lead the Charge
• CarrXpert
• DRIVE!
• VIP Executive Golf Tournament

Products and services

• Sales Certification Program An online comprehensive training and certification program for automobile sales personnel and managers in Manitoba, including web-based training, certification examination (minimum 80% pass rate), product knowledge verification, sales experience requirements, and continuing education obligations. Over 2,000 sales professionals have been certified since inception.
• CarrXpert Collision Repair Network A collision repair network for dealership body shops affiliated with MMDA in Manitoba, providing 29 dealership collision centre locations that work with insurers to ensure favorable insurance agreements and efficient collision repairs.
• Lead the Charge EV Charger Rebate Program An EV charger installation rebate program supporting installation of electric vehicle chargers across Manitoba, providing funding up to 50% of total project costs (up to $100,000 per project) for Level 2 and fast charger connectors. Administered by MMDA as delivery partner for NRCan's ZEVIP funding.
• International Recruitment Program

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Corporation des concessionnaires automobiles du Québec (CCAQ) / CarrXpertcoreStrategic or Co-development Partner · 1 January 2001CarrXpert was formed in 2001 in Quebec in association with CCAQ and has since expanded across Canada. MMDA partners with CarrXpert to provide 29 dealership collision centre locations in Manitoba with a network for professional auto-body repair, working with insurers and dealers on collision repair standards and insurance agreements.
• JobGo SolutionscoreStrategic or Co-development PartnerMMDA partners with JobGo Solutions, a Canadian organization specializing in international recruitment, to address the shortage of qualified automotive service technicians and body shop technicians in Manitoba and Saskatchewan. JobGo screens applicants, handles immigration documentation, and facilitates candidate vetting in the Philippines.
• Saskatchewan Automobile Dealers Association (SADA)coreStrategic or Co-development PartnerMMDA collaborates with SADA to extend the international recruitment program to dealers in Saskatchewan and Manitoba, addressing technician shortages in the prairie provinces. The program successfully ran in Ontario for two years before being extended west.
• Canadian Automobile Dealers Association (CADA)coreStrategic or Co-development PartnerMMDA is affiliated with CADA, providing members with federal government relations, CADA 360 programs (employee benefits, garage insurance, retirement savings, home & auto insurance), and newsletters. CADA has advocated for Manitoba dealers on US auto tariffs, MPI repair rates, finance income ($6.5 million won), and insurance commissions ($2 million won).
• CarsandJobs.com (CADA Partnership)minorChannel Partner/ Reseller/ DistributorMMDA has partnered with CADA to launch CarsandJobs.com, an online platform featuring auto career resources and hundreds of job postings across Canada, to support talent acquisition for member dealerships.
• YES! WinnipegminorChannel Partner/ Reseller/ DistributorMMDA partners with YES! Winnipeg (a Winnipeg business development organization) for the International Recruitment Program, which provides overview of services, the Job Connections portal, and immigration information for foreign workers recruited by Manitoba dealerships.
• Red River CollegeminorOthersMMDA has an ongoing endowment fund at Red River College providing three $1,000 bursaries annually for students pursuing automotive-related education.
• Georgian College / Canadian Automotive InstituteminorOthersMMDA provides two $1,000 scholarships annually for students from Manitoba at Georgian College's Canadian Automotive Institute (Automotive Business School of Canada - ABSC) and supports the ABSC Alumni Recognition Award at the DRIVE event.
• Assiniboine CollegeminorOthersWestman area dealers and MMDA established an endowment fund in 1999 at Assiniboine College for a yearly scholarship awarded to an automotive technician.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Atlantic Canada Automobile Dealers Association: Regional trade association representing franchised auto dealers across the Atlantic provinces. Direct functional peer to MMDA, with a multi-province mandate rather than a single-provincial scope.
• Saskatchewan Automobile Dealers Association (SADA): Provincial automobile dealer trade association in Saskatchewan that directly partners with MMDA on international technician recruitment and other programs. Operates the same mandate and revenue model on the adjacent prairie market.
• Corporation des concessionnaires automobiles du Québec (CCAQ): Quebec's provincial automobile dealer trade association and original co-developer of the CarrXpert collision network that MMDA now runs in Manitoba. Closest comparator in francophone Canada for scale, mandate, and revenue structure.
• British Columbia Automobile Dealers Association (BCADA): British Columbia's provincial new-vehicle dealer trade association. Closely matches MMDA's mandate: dealer and associate membership, industry advocacy, training programs, and consumer complaint resolution.
• Nova Scotia Automobile Dealers Association: Provincial trade association for new vehicle dealers in Nova Scotia. Closely comparable to MMDA in structure, member services, government advocacy, and program offerings.

Broad incumbents

• Canadian Automobile Dealers Association (CADA): National trade association that MMDA is affiliated with; CADA provides MMDA's federal advocacy, CADA 360 member programs, and CarsandJobs.com. Operates one level above provincial associations with a similar membership-driven model but at national scale.
• Alberta Motor Vehicle Industry Council (AMVIC): Alberta's automotive industry regulator and industry association counterpart. Combines licensing/regulatory duties with member services, providing a model for what MMDA could evolve into if Manitoba moved toward a regulated industry council.
• Ontario Motor Vehicle Industry Council (OMVIC): Ontario's motor vehicle industry regulator and dealer association, comparable in regulatory scope. Demonstrates how a provincial automotive body can combine advocacy, certification, and consumer protection mandates.

Others

• Canadian Vehicle Manufacturers' Association: National association representing OEMs in Canada. Functions on the manufacturer side of MMDA's dealer-side mandate and is a regular stakeholder in the same policy conversations.
• Manitoba Public Insurance (MPI): Provincial crown corporation that insures vehicles in Manitoba and is the regulator MMDA negotiates with on repair rates, dealer permits, and consumer protection. Critical counterpart rather than a peer, but the closest institutional analog in scope of MMDA's collision and consumer programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mbmotordealersassociation
• LinkedInlinkedin.com/company/mmda-s2
• Instagraminstagram.com/mmda_mbmotordealers
• Xx.com/MBMotorDealers

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Manitoba Motor Dealers Association