Community sponsorship and participation of car dealerships creates a year-round festive spirit.
Christmas is arguably the most emotional time of the year.
It can bring out the spirit of joy and giving in some, while prompting others to be more miserable and jaded than they are at any other time of the year.
Some might gaze upon the season and agree with Lenora Mattingly Weber when she said: “Christmas is for children. But it is for grown-ups, too.
“Even if it is a headache, a chore, a nightmare, it is a period of necessary defrosting of chill and hidebound hearts.”
The humbug hoard, on the other hand, would likely rally to George Bernard Shaw’s quote:
“Christmas is forced upon a reluctant and disgusted nation by the shopkeepers and the press; on its own merits it would wither and shrivel in the fiery breath of universal hatred.”
Christmas at Motoring, meanwhile, is a time to reflect on the year that has passed and muse about the role some of our major sponsors, the car dealerships, played in it.
Let us first pander to the jaded part of us when we recount the endless number of community and fundraising activities the dealerships either sponsored or participated in during 2012.
“It’s just marketing,” we can say. “Those guys are making all these huanitarian gestures because they want to get their name, out there.”
There is obviously an element of selling their name that helps motivate the car dealerships to be altruistic. It’s true for any business.
On the other hand, a car dealership is an imposing presence in a smaller municipality like Orangeville.
It is a large employer, it has a large premises and, the fact that it sells a product we don’t buy once or twice a week, it needs to reinforce its community profile.
Okay, all you cynics, could the car dealerships not achieve such results with billboard campaigns and other strategic outdoor advertising?
Perhaps, these guys in Orangeville are active players in the community because they simply want to be?
Would not the folks MaMaster Pontiac Buick GMC get more publicity from a billboard on Highway 10, instead of giving a day to serve up 400 chicken dinners to raise funds for the local hospital?
If Orangeville Honda wanted some glitzy publicity, they could surely think of something far more glamorous than their annual clothing drive Orangeville Chrysler has a Secret Santa supporting under privileged children in the community by donating oversized Stuffed Animals this Holiday season.
You must not forget Hallmark Toyota’s yearly Christmas Toy Drive, Blackstock Ford Lincoln team participating in Movember or Royal Chevrolet Cadillac’s “Cops for Cancer”.
And last, but definitely not least, would all nine new car dealerships in Orangeville be able to band together and raise $220,000 if their real agendas were to look out for number one?
Put that in your fuel tank and drive with it, ya bunch of Grinches!
Christmas is a time when we should dwell on community and the importance of community spirit. The dealerships seem to have those thoughts all year round.
Here’s another thought. We think you should all have a joyous holiday season and a prosperous new year…and please drive safely.
Written by Dan Pelton