They've received the honour a dozen times, but it doesn't get old.

That's the sentiment at Wilf's Elie Ford, after receiving the Diamond Club President's Award from Ford Canada.

Dealer Principal Blake Legault says it's something reserved for the top 10% for customer service.

"It's a pretty good feat our staff put out every day, working with customers, and the customers like to come back to us -- family feel, and like that -- so it's nice that the guys are putting that out, and the customers came back and told us they're liking that."

Blake Legault

Legault says a number of their staff have been with them for all twelve awards.

"It goes back, saying that it's a nice, homey feel to the dealership, when you walk through. You still have a lot of familiar faces, and word of mouth, so our customers are more mutual friends, I find, than they are just customers."

He sees the award as validation for what they try to do each day.

"We like to think that we do a good job every day -- everybody likes to think that, for sure. But when you get the award, it hits home, we did do it right, and the customers are coming back, and the loyalty's there, so it's nice to see."