A family story. A passion that gets handed down.
It all starts in Sherbrooke with a bet, $10,000 and the conviction that we go further together. From the first dealership to the family succession, every chapter of Groupe Beaucage was built with the same energy: moving forward, getting back up and giving people the latitude to succeed.
Six chapters, over 30 years of history
None of these chapters was written in advance. Two of them almost stopped everything.
- 1985
$10,000 and a handshake
In April, Daniel Beaucage learns that the Honda dealer in Sherbrooke wants to sell his garage. He is 28, with two children, a good job at Honda Canada, and $10,000, the proceeds from the sale of his house. He offers the owner a deal: raise the company's profits and buy the dealership back gradually with his share. That is exactly what will happen.
We had two children, and it was quite a gamble: I was leaving a good job to go into business for myself. We gave ourselves five years.
Daniel Beaucage - 1992
Groupe Beaucage is born
Daniel decides to go it alone. The financial commitment is major: he mortgages the house, and his father helps him close the gap. This is where Groupe Beaucage is born, and it is also the year of Nissan Sherbrooke, still the group's oldest dealership today.
This time it had to work, and fast.
Daniel Beaucage - The boom years
The biggest GM Chevrolet dealership in the country
Sherbrooke beats the big markets. The dealership becomes the largest in Canada for Chevrolet, ahead of Montreal and Quebec City, through purchasing volume and prices negotiated differently from everyone else.
- The setback
Losing everything on a Monday, starting over on Tuesday
Following a General Motors restructuring, the manufacturer pulls the dealership. The three Saturn dealerships go with it. Daniel takes the blow, for a day. The day after the announcement, he is already looking for new projects. The vacated premises will soon welcome a manufacturer that was about to enjoy incredible success: Kia.
Surely the hardest moment of my career. But the day after the announcement, I was already looking for new projects.
Daniel Beaucage - 2012
Mariève joins the group
After specialized automotive studies in Florida, then learning the ropes at Mazda in the United States and at Kia Canada, Mariève Beaucage comes back to Sherbrooke. She will work in operations, run dealerships, and spend fourteen years learning the business from the inside.
- 2026
The next generation takes the controls
Mariève Beaucage becomes President of Groupe Beaucage. The same passion remains, and the same reflex too: trust people, decide fast, keep moving forward. A new chapter begins.
We are better together than alone.
Giving latitude, not orders
This is not a corporate slogan. It is what explains why general managers earn shares in the group as their results grow, and why they run their dealership as if it were their own.
Work with us›She didn't want to follow in his footsteps. She found her own road.
As a child, Mariève Beaucage never imagined taking over the family business one day. “When people asked me, it was a guaranteed no.”
The passion came later: at CEGEP first, then during her specialized automotive studies in Florida, where she realized she was truly in the right place.
Before coming back to Sherbrooke, she chose to learn the ropes at Mazda in the United States and at Kia Canada, to understand the industry from the other side of the table and build her own credibility. “It was important to arrive here with experience, to be a lot more than the boss's daughter.”
Since joining the Group, she has worked in operations, run dealerships and prepared what comes next alongside Daniel. The man she already described as her coach and mentor now hands her much more than a company: a way of trusting people, deciding quickly and always moving forward.
In 2026, Mariève becomes President of Groupe Beaucage. The same passion remains. A new chapter begins.
What over 30 years have built
- 25
- dealershipsin 7 cities
- 10
- banners9 manufacturer brands
- 750
- peoplesales, service, parts, collision repair
- 6 years
- among Canada's best managedincluding Gold in 2024, 2025 and 2026
What comes next happens at the dealership
Choose the banner and the city that suit you: the local team takes it from there.