New ownership aims to build on the Pasincky family legacy with dealership improvements, community involvement, and a focus on Fort Erie’s future.
Alexa Ford, FEO
Pictured from left to right:
M(Left) Some new faces at Bill’s Toyota: Financial Services Manager Chris Lortie; Satveer Saini, Product Specialist; Josh Hatton, General Sales Manager; and Moe Eftekhari, COO of Northern Roads.
(Right) New General Manager Jason Smith; Chris Somos, Master Toyota Technician with 28 years at Bill’s; and long-time employee Tom O’Kane, Assistant Sales Manager, joined by many new and familiar staff, technicians and mechanics.
o Eftekhari, Luciano Butera of Northern Roads Auto Group and Pasincky Family members Bill Sr., Carmen, Michael and Bill Jr., and Rob Armstrong
CEO Luciano Butera, along with his partners, COO Moe Eftekhari and vice-president Matt Butcher, say they are excited and honoured to carry forward the legacy of the Pasincky family, who ran the Toyota dealership for multiple generations.
Bill’s Toyota has entered a new chapter. On Sept. 2, Northern Roads Automotive Group, a Niagara-based firm, officially took ownership of the long-standing Fort Erie dealership.
“It’s an incredible brand that was developed by an incredible family, and we were very honoured to take on that legacy for them and grow that business in what we think is the perfect community,” Butera said. “And we think Fort Erie is a wealth of development and opportunity. We think it’s going to grow immensely.”
Northern Roads has been acquiring dealerships across Ontario over the past two years, but Butera said Bill’s Toyota holds a special place for him. Born and raised in the Niagara region, he has been working in the area for decades.
Butera got his start selling pre-owned vehicles with his father, Joe Butera, in 1993. Together, they built a thriving used-vehicle business and were among the first to launch a Kia franchise in Canada. More recently, the group has added dealerships, including Lindsay Kia and Belleville Chrysler Dodge Jeep Fiat, to its portfolio, with Bill’s Toyota being the latest addition.
Butera said his team is committed to maintaining the dealership’s reputation while introducing thoughtful improvements.
“When we come into a community and we acquire a store, we don’t like to change a lot; we only like to improve,” he said. “We like to work with the staff that’s already there. We’re big believers of getting involved in the community.”
Planned updates for Bill’s Toyota include adding more certified pre-owned vehicles, installing electric vehicle chargers and, further down the road, reimagining the facility to align with Toyota’s new national image. Future renovations will include a closed-in drive-through bay, new EV hoists and other upgrades designed to support the brand’s shift toward electrification.
“We’re hoping that we can continue to service the customers the way Bill’s has, but also perhaps add a touch of technology to make their experience even more enjoyable,” Butera said.
Community involvement is a key value for Northern Roads, Butera says. The group often participates in and even initiates local events.
This past year, for example, they hosted a car show after a young student expressed interest. While they initially promised merchandise, the team went further: they held a barbecue, donated all proceeds to the school and welcomed about 300 community members.
“We like to go above and beyond, and I think there’s no cause that we wouldn’t look at,” Butera said. “We like to explore whatever is important to the community, and we like to get behind it.”
For Butera, taking over from the Pasincky family is both a privilege and a responsibility.
“The Pasincky family are good people and good operators,” he said. “And for us, it’s an ability to carry the torch, build upon their legacy and take Toyota to where the brand is heading.”
Looking ahead, Butera and his partners say they are eager to put down roots in Fort Erie. Vice President Matt Butcher is a Fort Erie local.
“We look at the smaller markets as being a place where there’s a lot of good opportunity for us to grow and to make an impact, not just in terms of business, but also the community,” Butera said.
Northern Roads plans to formally host a community event in the near future to celebrate its new ownership of Bill’s Toyota.
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