Rolls-Royce returns to Quebec with new Montreal dealership
Rolls-Royce Motor Cars has opened a new dealership in Montreal, marking its first official presence in Quebec after an eight-year absence and expanding its Canadian network to three sites.
Rolls-Royce Motor Cars has re-established its presence in Quebec with the opening of a new dealership in Montreal. The site, operated by Première Automotive Partners, brings the British marque back to the province after an eight-year absence and makes Montreal the third city in Canada with an official Rolls-Royce showroom.
The franchise rights for the Montreal dealership have been awarded to Norman Hébert and Gad Bitton, senior executives at Première Automotive Partners. Hébert is President and CEO of Groupe Park Avenue, while Bitton leads Holand Automotive Group. Their partnership brings together significant experience in luxury automotive retailing in Quebec.
Quebec market regains access to bespoke luxury
Rolls-Royce had been absent from Quebec since 2003, leaving local buyers to travel out of province for sales and aftersales support. The new Montreal site restores direct access to the brand’s full range, including the Phantom and Ghost models, and offers the bespoke personalisation service that is central to the Rolls-Royce experience. The dealership also provides comprehensive aftersales support for both new and existing owners in the region.
Première Automotive Partners take the helm
Première Automotive Partners brings together two established luxury automotive groups. Groupe Park Avenue and Holand Automotive Group already represent several high-end marques in Quebec, with experience in both sales and aftersales. Their appointment signals Rolls-Royce’s intent to provide a tailored, customer-focused experience for buyers in the province.
A growing Canadian network
With Montreal now joining Toronto and Vancouver, Rolls-Royce’s Canadian retail network covers the country’s three largest metropolitan areas. The expansion reflects steady demand for ultra-luxury vehicles in Canada and aligns with the brand’s global approach to selective but strategic growth.
The new dealership is expected to serve both local customers and those from across Quebec, providing a dedicated point of contact for sales, service and bespoke commissions. For existing owners, the return of an official aftersales centre in the province removes the need for cross-border support, streamlining maintenance and warranty work.
Rolls-Royce’s renewed presence in Montreal is part of a broader strategy to reinforce its position in key global markets. As the brand continues to expand its model range and bespoke offerings, the Montreal dealership is set to play a central role in serving Canada’s eastern luxury car market.
