The remarkable legacy of Huguette Koller, automotive pioneer and community champion

Huguette’s connection to cars runs deeper than business—it’s personal and passionate. She has a true love for performance vehicles, often speaking with excitement about the precision, design, and adrenaline that make driving a joy. One of her greatest automotive loves was her prized Ferrari, which she proudly drove around town—sometimes, admittedly, a little too fast. Whether attending auto shows, hosting private events, or simply relishing the thrill of the open road, her enthusiasm for cars has never waned—refined, fearless, and endlessly sincere.

“I’ve always had a soft spot for fast cars,” she said with a glint in her eye. “There’s something thrilling about how they respond—how they’re built. It’s a kind of art.”

This love for adrenaline and adventure also led to a deep curiosity about the world around her.

Huguette travelled to every continent except Antarctica, exploring cultures, connecting with communities, and collecting unforgettable memories along the way.

She traveled to Africa to assist doctors serving communities in Tanzania. She journeyed to Baffin Island with hot air balloonists and base jumpers, once finding herself in a tent while a polar bear tapped on the canvas.

She skied the high mountains of Europe—in Switzerland, Austria, Italy, and France—as well as in Colorado and New Mexico. She played golf in Nepal. She sang opera in Monte Carlo and Vienna.

Huguette lived fully, boldly, and with a grace that never dimmed.

Fuelling more than cars: A heart for philanthropy

For Huguette, business success has always been a means to a higher end: serving the community.

Nowhere is this more visible than in her 25-year dedication to La Soupière de l’Amitié, a soup kitchen in Gatineau that she supported with unwavering loyalty since 1988. As the longtime chair of its board (présidente du conseil), Huguette helped steer the organization through growth, financial stress, and uncertainty.

Her vision was clear: empower people with dignity, not dependency.

“I asked myself, ‘What kind of legacy do I want to leave?’ And the answer was simple—one that helps others.”

She also brought philanthropy into the daily operations of her dealerships. Through Otto’s Planet, every car sold allows customers to direct a donation to local charities—many of which support women, children, and community food security. To date, Otto’s Planet has donated over $1.8M to worthwhile causes at home and around the world.

“I don’t need applause,” she once said. “I need to know that I’ve done the right thing.”

Empowering future generations

Huguette’s influence extends far beyond her dealerships. She has been a mentor to women in business, an advocate for community-led growth, and a role model for grace in leadership. Her story has inspired countless women to enter industries where they may have once felt unwelcome—demonstrating that kindness is not a weakness, but a powerful force for change.

“Success is about more than money,” she said. “It’s about doing good work—for the right reasons.”

She has shown that it’s possible to lead with both compassion and courage—to build a successful empire, sharpened by her education at Harvard Business School, while never forgetting the importance of feeding a hungry child or uplifting a struggling family.

Her remarkable blend of business leadership, community commitment, and heartfelt philanthropy earned her the distinguished title of Person of the Year by Radio-Canada in both 2007 and 2013. Her visionary work in the automotive industry, coupled with her unwavering support for local charities—made her not only a respected entrepreneur, but a deeply admired community figure. These honours reflect a lifetime of generosity, resilience, and impact that continues to inspire across generations.