HS West Motors Cobram

15 June 2023

Recently, VACC CEO Geoff Gwilym awarded long-term and valued member Leon West, Dealer Principal of HS West Motors, a certificate recognising 75-years of VACC membership.

“I have the upmost respect for the HS West team. The longevity of their membership is a credit to a family which has supported VACC through the good times and the tough times. This contribution and support is recognised and appreciated,” said Mr Gwilym.
 
Originally a General Motors dealer, one day after buying the car sales side of the business, he swapped brands with the local Ford dealer Kevin Lonergan Motors in 1957. HS West Motors became the go-to dealer for the trusted Ford brand, a decision that steered the course of this local business for many years. 

More than 65 years later they still sell the Blue Oval brand.

In 2013, HS West Motors also became the local Hyundai dealer. 

Leon discussed the changing nature of the automotive industry, and recognises all automotive businesses need to tightly focus their strategies on the changing needs of their customers and changing global policies for cleaner vehicle fleets.  

“Change is nothing new in automotive,” said Leon. “From early petrol engines to diesels, electronic fuel injection, common rail diesel and LPG conversions, the industry has taken all of this in its stride. Yes, the next changes will be more profound, but I have no doubt the industry will change and innovate as our external conditions require it”.

Most remarkable in this business is not only its longevity in a vibrant regional hub, but the dynasty of family members who have built and developed the business over decades. This connectivity and engagement with its workforce and the local community will continue as general manager and over 30-year employee, Craig Opray stepped up in 2022 to take an ownership stake in the business and will transition into the dealer principal role in December this year. Not bad for a guy who came into the business at 16 selling parts.

Starting straight out of school in 1989, Craig went into spare parts and then went on to work in almost every management role in the dealership right up to today. Craig’s partner Annette, also part of the team at HS West, stands proudly by his side, and they look like a great team to help take the business into its next stage of development.

Of course, every dynasty has a creator and in this case the accolade goes to the father of the three sons who worked in the business, John, Frank and Leon.

Harold Sage West went to school in Kyabram, which is also where he undertook his apprenticeship as a mechanic at East End Garage. After moving to Murchison East, Harold heard there was work in Cobram and, in 1936, arrived for a three-month stint.

The garage he worked at was also on the site of the current HS West dealership and the business at the time (Gordon Anison Motors) did everything from car sales and repairs to serving petrol. The palm out the front is a remarkable throwback to exotica, with English, Australian and American car brands proudly displayed on the garage walls.

After spending six months in Cobram, Harold went back to Murchison East before signing up in the air force as an aircraft maintenance engineer in Laverton, outside Melbourne. Harold saw active service in New Guinea. His claim to fame, and possibly the reason for his early move into car sales, was in trading American Jeeps after the war. At the time, Harold lived in St Kilda before returning to Cobram in 1946 and then joining VACC on 14 April 1948.

Geoff pointed out that if a business joined VACC today its member number would be 503848, HS West Motors holds number 59 – which is a great feat of longevity.

Harold first brought the spare parts department from Gordon Anison in 1947, then the workshop in 1948. At this stage, Andersons was the General Motors dealer in town. While working in the business from 1967, Leon took over from Harold as dealer principal in 1985. Harold sadly passed away in 2000. 

“Dad knew there needed to be enough work to support the three boys and their families, so he split the management tasks up between them so they had a focus in their area of expertise, part sales, farm machinery and cars sales and service," said Leon. 

Today, Frank and John are retired while Leon works part time to assist Craig and Annette transition to their new venture.

The business' focus on family – and that includes its staff – is a key part of its success. On leaving the site, a young female technician, Keisha, came out for a chat and talked about coming up from Melbourne into the dealership, which is where she did her apprenticeship. She also reflected on the strength of the family business, and we suggested she would also be able to buy a house in regional Victoria. She loved the place, given it was where the family holidays had been for years.

Leon said the family was proud of their father’s foresight in moving to Cobram and purchasing the business and of their success in the automotive industry over 75 years.

“We are also thrilled to be able to give new owners Craig and Annette the opportunity to continue that success into the future,” he said.

From a VACC perspective, HS West Motors is a story of business tenacity, perseverance and a capacity to change with the times. These are all great attributes and something that will hold the business in good stead for the next 75 years. 

As featured in Australasian Automotive June 2023.