Celebrating a lifetime of driving success

“He has left an indelible mark on the industry, consistently displaying a commitment to the philosophy of having quality people, and providing quality vehicles, service, and products.” That was just part of the citation outlining the contribution of Mount Gambier’s Peter Roberts to the Australian motor industry when he was presented with an Australian Automotive Dealer Association (AADA) Lifetime Achievement Award last week.

The awards recognise the exceptional contributions and unwavering dedication of individuals and businesses who have served the automotive retail industry in Australia for more than 50 years and Peter clearly fit the bill.

AADA CEO James Voortman outlined Peter’s achievements including being a life member of the MTA SA/NT, only stepping away from the business in 2018 to pass on the day-to-day operations to his son Bryce.

“OGR has longstanding community partnerships with numerous local sporting clubs, festivals, events and charities and is one of the longest serving vehicle dealerships in regional South Australia and of course on the Limestone Coast,” Mr Voortman said.

“The 2023 Lifetime Achievement Award winners exemplify the very best of our industry. Peter’s exceptional commitment, passion, and perseverance have not only set benchmarks for automotive retail but also inspired generations of professionals. We are honoured to recognise his outstanding contributions to not only our industry but to his own community and extend our heartfelt congratulations to Peter.”

And the award presentation was a family affair, with proud son Bryce (picturd left with dad and award winner Peter), who now runs the family business, sharing the family’s journey as leaders in the motor industry in this region and beyond.

It was a chance to rewind to the starts of the OGR story, showcasing the vision of founder OG Roberts and then the developing of that legacy through Peter’s reign.

THE OGR story began almost 70 years ago, in 1956, when OG Roberts purchased a Holden dealership in Mount Gambier, moving his family over from Shepparton, Victoria, with his wife Gwenny, their three daughters and seven-year-old son Peter.

“My grandfather, fondly known as “OG”, was a man of great integrity,” Bryce said. “His business vision and management style laid the foundations for O G Roberts & Co to become the modern-day automotive business it is today.

“His philosophy was about having quality people, supplying quality service and products.”

In its hey day, OG employed more than 300 staff with multiple offices in Mount Gambier, Melbourne and Adelaide, as well as a Ford dealership in Darwin. It was in the early 1970s that the baton was passed from OG to Peter and thanks to some soured financial deals, Peter was left to rebuild the former empire basically from the ground up.

“Dad had to consolidate whatever assets were left to forge ahead with barely the shirt on his back,” Bryce said. “He wasn’t handed the reins of the dealership on a silver platter like many do, but rather fought every single day, for the next two decades bringing the business back to 100 per cent family ownership.”

And as Bryce recounted the hard work, blood, sweat and tears it took to re-establish the OGR name, it gave a clear snapshot of the role his father played in ensuring when Bryce took over the dealership in 2018, a solid foundation had been well and truly laid.

“During Dad’s time at the helm, his vision was clear - and that was for OGR to become ‘Your Driving Future”’,” he said. “The investment dad made into more franchises, technology and training drove the OGR brand to new levels in sales and service.

“Dad’s wife Karyn Roberts was instrumental in developing the customer focus and communication programs to OGRs large data base for over 30 years.”

Of course, Peter’s contribution to the industry was so much more than just building a successful family business – he has served the wider motor industry for five decades. He has sat on various boards and manufacturer dealer councils and has traversed Australia to take up the fight for the industry in the halls of power.

“In recent years his attentions turned to the franchising code and the protection of the automotive industry,” Bryce said. “One of Dad’s greatest contributions to the automotive industry has been his tireless work at the MTA of South Australia. Undoubtedly, he has put his business on hold, and my sisters would say his family, in his commitment to being the voice of the industry for the betterment of not only all its members but for its customers it served as well.”

Peter still has major involvement with the MTA in South Australia and sits on the executive board.

Bryce joined his father at OGR in 1995 as a trainee and has had a front row seat, and played a hand, in the evolution of the motor industry.

“As a company we have embraced innovation whilst continuing to deliver the best customer experience, services and aftersales support,” Bryce said. “OGR now stands for ‘On Going Relations’ a philosophy, pioneered by my father and it will always be the back bone of our business strategy.

“The history of OGR has been an amazing story of major success and some very tough times. What OGR has achieved and delivered has been very significant and something that I am truly proud of.

“I would like to personally thank all of our loyal OGR staff and their families who live out the OGR culture in the roles they perform in our great company.

“I want to thank my father,

Peter Roberts, for guiding me over the last 45 years with his wisdom and knowledge of both the motor industry, and life itself. I’ve only taught him how to drive my John Deere tractor.

“You have earned this recognition and you have earned this moment. You can truly now enjoy your retirement sailing off into the sunset and can leave knowing your legacy will continue with the next generation of car dealers following in your footsteps. Be them electric or hovercrafts.”

CELEBRATING A LIFETIME OF SERVICE: (Above) James Voortman - CEO of Australian Automotive Dealer Association (AADA), Peter Roberts –Managing Director of OGR, Karyn Roberts, Bryce Roberts – Dealer Principal of OGR, Frank Agostino – President of Motor Trade Association (MTA), David Blackhall – AADA Chairman

Peter Roberts & the MTA (39 years)

August 1984 – Appointed to Board of Management representing SE Zone 1999 – 2002 – Vice President

2002 - 2005 - MTA SA President & also served as a Director of the Motor Trades Association of Australia (MTAA) 2002 - 2005.

2005-2007 - Past President

August 2010 - Retired from Executive Committee

November 2012 - Reappointed as trade Member to MTA SA Executive

2015 – Awarded Life Membership to the MTA