In the city of Regina, Saskatchewan, Canada, Cam Bottrell is ensuring that every vehicle sold at Capital Automotive Group carries a greater purpose. As the leader of the group and a 2026 Ford Salute to Dealers honoree, Bottrell has made community investment a defining characteristic of his dealership’s identity.
The Salute to Dealers award recognizes dealer principals who go above and beyond for their communities, and through the "Capital Cares" initiative, Bottrell has turned a corporate commitment into a multimillion-dollar engine for local good.
“True success lies in making a difference — a principle that is part of our DNA,” said Bottrell. “The ultimate fulfillment comes from seeing happy families and individuals who feel genuinely cared for.”
The initiative began more than two decades ago under the group’s founder, Bruce Axelson. Since Axelson’s passing in 2022, Bottrell has carried the responsibility forward, overseeing a program that reinvests over $450,000 annually into Western Canada through a $25 donation from every vehicle sold. This includes a pledge to Ronald McDonald House Regina as well as funds to the Juvenile Diabetes Research Foundation. From supporting STARS Ambulance to trade school scholarships, Bottrell’s focus remains on creating a lasting impact across healthcare, education, and the arts.
Who in your life set the example for what it means to help those in need?
Cam Bottrell: The commitment to our community began with Bruce Axelson. He believed that true success was measured by the difference you make in the lives of others. That principle became part of our company’s DNA, and it is a legacy the next generation carries forward with a deep sense of pride.
Philanthropy is often measured in dollars and hours, but what is the feeling you get when you see a project you’ve supported finally come to life?
Cam Bottrell: It is a feeling that is emotional and deeply meaningful. When you see a project completed, or people smiling with hope in their eyes, you realize it’s about not only the money or the hours given, but also the lives being touched and the opportunities being created.
For 26 years, Ford has celebrated the extraordinary contributions of its dealers through the Salute to Dealers program. Congratulations and thank you to all eight of the 2026 honorees for their commitment to service.
