Welcome to Subaru of London

Family owned and operated since 1977

Welcome to our new website where you can find out more about our services and new Subaru vehicles. We stand out in our region by making sure we always go above and beyond the needs of our clients, offer quality new and pre-owned vehicles, and provide the best financing and leasing plans to make your purchase more affordable. Once you become a client, you will be treated to the best after-sales service to keep your Subaru in perfect condition. Even if you didn’t buy your Subaru here, you can bring it to our dealership for maintenance and be treated like a member of the family. Trust us to keep your Subaru in perfect condition today, and if you’re in the market for a new vehicle, our team will welcome you with a smile.

n 1952, Joe Prossler moved to Canada at the age of 21. As an immigrant who grew up in Austria through World War II, Joe learned the importance of hard work and proved to be very good with his hands. Joe spent time in his youth racing motorcycles with his friends and repaired small engines.

When he arrived, he got a job servicing machinery for Canada Bread, and eventually borrowed money to open his own Supertest service station at the corner of Horton & Wellington fixing cars. In October 1977, Subaru expanded into Canada and opened five dealerships; one in Thunder Bay, two in Toronto, one in Kitchener and one in London. Joe was fortunate enough to be offered one of those franchises and set up shop on York Street where he also sold Fiats at the time.

Joe’s son, Jeff, worked his way through the ranks, beginning his career in 1978 at the age of 17 as an Apprentice Technician. He moved on to fulfill different roles through the years and is now our President & Owner. Jeff has been very involved in the automotive industry, representing multiple brands and partaking in extracurricular obligations such as dealer council, OMVIC’s disciplinary board and the O.A.D.A committee board.

Jeff had a son of his own; Joe Jr, who grew up around the business admiring the work of his father. Jeff instilled a strong work ethic on him, and Joe earned his first paycheque working at the dealership in the Summer of 2006 when he was 11 years old. Joe Jr. attended The Automotive Business School of Canada at Georgian College and obtained his 4-year degree in Automotive Business Management in 2017. He began working in our Sales department and now serves as our Sales Manager, marking three generations of family business.

We are very proud and humbled to remain as one of the few true ‘family owned and operated’ dealerships that still exist in our industry. Serving the local community has always been important to the Prossler family, and a close tight-knit environment is what our dealership is all about.